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  "sources": ["ssg:https://framerusercontent.com/modules/sKuKPF2Fw4uGeBQct3d4/DQwmuXSykJiZPuaYh4g4/S2f0novjG-4.js"],
  "sourcesContent": ["import{jsx as e,jsxs as t}from\"react/jsx-runtime\";import{Link as n}from\"framer\";import{motion as a}from\"framer-motion\";import*as o from\"react\";export const richText=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"AI comes in many different forms within the marketing mix but how can it accelerate your business efficiently and not as trend? As a B2B brand, you should already be considering using AI within your business to help drive demand. At PinPoint Media we believe AI is the future and this is why we are investing in, not only the technology but, also our time to understand and educate ourselves on how AI is developing within the marketing world. Over the past 24 months we have been working with brands who have wanted to explore the opportunities of this technology and an in-house case study we\u2019re proud to showcase is our work with\",/*#__PURE__*/e(n,{href:\"https://pinpoint-media.global/case-study/canna-uk-paid-organic-social-media/\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\" CANNA UK Paid & Organic Social Media\"})}),\" who start to showcase the advantages of brands embracing this technology.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"For our second in the series of \u201CThe Content Shift\u201D events, we felt it was appropriate to focus on the pro\u2019s and con\u2019s of AI.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"The Content Shift: Hyper-Personalising B2B Experiences \u2013 Using AI to Drive Demand\"})}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"150\",src:\"https://framerusercontent.com/images/WJprSw0az8XuySMwSZydciozQ.png\",style:{aspectRatio:\"300 / 300\"},width:\"150\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"br\",{}),\"The Content Shift | Using AI To Drive Demand @The Curve Club, London\"]}),/*#__PURE__*/e(\"p\",{children:\"Hosted by our Sales & Marketing Director, Amy Green, we spoke to Samartha Vashishatha from Meta, Erica Colson from BSI, Claudia O\u2019Shea from Kantar and Jessica Barder from PinPoint Media.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"Here are the 4 topics of discussion we delved into.\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"Personalisation Segmentation\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:\"Our first topic of discussion is personalisation. In an era of increasing customisation and personalisation, brands are finding new and innovative ways to connect with their audience. One powerful strategy that has emerged is personalised segmentation. By diving deeper into understanding their customers and categorising them into hyper-personalised tribes, brands can create tailored content that resonates with each group\u2019s specific needs and preferences.\"}),/*#__PURE__*/e(\"p\",{children:\"Personalised segmentation allows brands to go beyond generic marketing messages and instead deliver targeted content that speaks directly to the pain points and aspirations of their customers. By honing in on individual traits and characteristics, brands can authentically engage with their audience on a deeper and more meaningful level. This not only enhances customer engagement but also fosters a sense of belonging, trust, and loyalty. When customers feel that a brand genuinely understands and cares about their unique requirements, they are likely to develop a strong connection and remain loyal in the long run.\"}),/*#__PURE__*/e(\"p\",{children:\"Furthermore, personalised segmentation enables brands to optimise their marketing efforts by allocating resources effectively. By identifying the different tribes within their customer base, brands can allocate marketing budgets towards the most relevant segments, ensuring a higher return on investment. This targeted approach allows brands to refine their messaging and create campaigns that resonate with specific audience segments, maximising the success of their marketing endeavours.\"}),/*#__PURE__*/e(\"p\",{children:\"By tailoring content specifically to the unique needs, preferences, and pain points of each group, brands can foster loyalty, trust, and a sense of belonging. In an ever-evolving marketing landscape, personalised segmentation empowers brands to stand out from the competition and create a meaningful impact on their customers.\"}),/*#__PURE__*/e(\"p\",{children:\"Our key takeaway from harnessing personalisation to customise content for distinct tribes according to their specific requirements is essential in the competitive B2B realm. It proves to be a formidable asset for nurturing robust customer relationships and implementing highly productive marketing and sales tactics.\"}),/*#__PURE__*/e(\"img\",{alt:\"The Content Shift Event \",className:\"framer-image\",height:\"111\",src:\"https://framerusercontent.com/images/uG56Wv3GLbKZLj4qm5t03Nxjz70.png\",style:{aspectRatio:\"300 / 222\"},width:\"150\"}),/*#__PURE__*/e(\"p\",{children:\"The Content Shift Event Panellists\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/t(\"p\",{children:[\"\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"Quality or Quantity\"})]}),/*#__PURE__*/e(\"p\",{children:\"In the realm of AI-driven content strategy, finding the right balance between quality and quantity is crucial to its effectiveness. A critical consideration for businesses is determining when to prioritise quality over quantity in order to optimise their content strategies. This ensures that the content produced not only resonates with the target audience but also aligns with broader goals and objectives.\"}),/*#__PURE__*/e(\"p\",{children:\"But can this balance be struck when using AI to create both quality and quantity content? One advantage of artificial intelligence is its ability to streamline processes and enhance workflow efficiency.\"}),/*#__PURE__*/e(\"p\",{children:\"On the other hand, it\u2019s analytical capabilities play a pivotal role in nurturing experiences. By harnessing artificial intelligence to analyse data, brands can gain insights into audience behaviour, predict content performance, and anticipate emerging trends. This technology can also be utilised to test content and predict emotional responses, enabling the creation of tailored and emotionally resonant content that enhances customer engagement and trust.\"}),/*#__PURE__*/e(\"p\",{children:\"From this topic discussion, our key takeaway is that AI has revolutionised content creation in B2B marketing, offering efficiency and personalisation. Leveraging AI for data analysis allows brands to gain valuable insights and create emotionally resonant content that enhances customer engagement. As quoted from Meta panellist Samartha Vashishtha \u2013 \u201CWhy would someone invest their time in looking at your content if you haven\u2019t invested any time in creating it?\u201D\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"Streamlining Process\"})}),/*#__PURE__*/e(\"p\",{children:\"AI technology has revolutionised many industries, including marketing and content creation. One particular tool that has gained momentum is the use of writing prompts to generate on-brand, authentic visual assets. This tool allows marketers to create engaging visuals quickly and efficiently, which is especially crucial in the fast-paced digital environment.\"}),/*#__PURE__*/e(\"p\",{children:\"However, in the process of utilising this technology to streamline processes, there is a risk of creating content that does not align with a brand\u2019s diversity, equity, and inclusion (DE&I) goals. Algorithms are not perfect and can accidentally pick up on biases and assumptions that may not align with a brand\u2019s values. To mitigate the risk, it is essential to thoroughly review the content generated by AI and ensure that it upholds the brand\u2019s DE&I goals.\"}),/*#__PURE__*/e(\"p\",{children:\"Moreover, it is essential to consider the impact on junior marketers. While AI-powered tools may be efficient, it is crucial to provide training and support to ensure that the tool enhances their skills and abilities, rather than replaces them. The proper use of AI-powered technologies can enrich content creation processes, but it is essential to use it mindfully and responsibly to uphold brand values and ensure that content creation remains a collaborative effort between humans and technology.\"}),/*#__PURE__*/e(\"p\",{children:\"In conclusion, the possibilities of AI in content creation are extensive, but it is vital to remember its limitations and be mindful of its potential biases. Brands that utilize AI tools for content creation should ensure that the content aligns with their DE&I goals and provides valuable experiences to their audience. With the proper training and support, the technologies can enhance efficiency and creativity while maintaining authentic and brand-aligned content creation processes.\"}),/*#__PURE__*/e(\"img\",{alt:\"The Content Shift Event \",className:\"framer-image\",height:\"150\",src:\"https://framerusercontent.com/images/MDRdPzKe8DzfAM2LAlhC2scI.png\",style:{aspectRatio:\"223 / 300\"},width:\"111\"}),/*#__PURE__*/e(\"p\",{children:\"The Content Shift Event\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"Enhancing Relationships within AI\"})}),/*#__PURE__*/e(\"p\",{children:\"During our discussion, we delved into the crucial role of nurturing experiences and how AI\u2019s analytical capabilities play a pivotal role in gaining valuable insights. AI has the power to predict content performance, allowing businesses to cultivate stronger connections with their target audience and existing customers. The use of algorithms to examine search data has proven to be invaluable in understanding how people search and anticipate emerging trends, enabling businesses to stay ahead in a rapidly changing market.\"}),/*#__PURE__*/e(\"p\",{children:\"Additionally, leveraging artificial intelligence to test content and predict emotional responses emerged as a key topic. By using AI to analyse data, companies can craft tailored content that elicits desired reactions from their audience. This personalised approach helps transform passive interest into active engagement, enhancing the overall B2B experience.\"}),/*#__PURE__*/e(\"p\",{children:\"The discussions highlighted how AI-driven insights enable businesses to make data-driven decisions, enabling them to create content that resonates with their target audience and drives meaningful interactions. By harnessing the abilities of artificial intelligence, the capabilities companies can gain a competitive edge in today\u2019s dynamic market, where connecting with customers on a deeper level is paramount.\"}),/*#__PURE__*/e(\"p\",{children:\"From this we learned using AI for data analysis offers not just valuable insights into forecasting content performance and emerging trends but also empowers the development of emotionally compelling content, thereby improving customer engagement, trust, and overall relationships.\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"Audience\"})}),/*#__PURE__*/e(\"p\",{children:\"We would not be celebrating the success of this event if it wasn\u2019t for our audience who attended. We hope you thoroughly enjoyed the event and learned something from our industry experts who are a part of the frontline in this technology evolution. With the opportunity to network prior to the event discussions taking place, we hope you got to know your fellow industry leaders and maybe make a LinkedIn connection or two!\"}),/*#__PURE__*/e(\"p\",{children:\"Your questions showed a regard for how \u2018scary\u2019 the world of the emerging technology can be however, we really believe this is something we should embrace within the marketing world for your B2B business.\"}),/*#__PURE__*/e(\"p\",{children:\"We were even lucky enough to have some of our attendees post about it on Linkedin to which you can view in the links below and see the insights they took out of the events and even a couple of snaps they got!\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(n,{href:\"https://www.linkedin.com/posts/davidrmelnick_ai-marketing-content-activity-7120765337943293952-4z9_/?utm_source=share&utm_medium=member_desktop\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:/*#__PURE__*/e(\"strong\",{children:\"Overview of The Content Shift Event \u2013 LinkedIn\"})})})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(n,{href:\"https://www.linkedin.com/feed/update/urn:li:activity:7120775267559579650/\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:/*#__PURE__*/e(\"strong\",{children:\"Overview of The Content Shift Event \u2013 LinkedIn\"})})})}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"More Events?\"})}),/*#__PURE__*/t(\"p\",{children:[\"With 2024 around the corner, we\u2019re already busy planning for next year\u2019s events. If you\u2019re interested in attending, then please keep a look out on our\",/*#__PURE__*/e(n,{href:\"https://www.linkedin.com/company/pinpointmediaofficial/\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\" LinkedIn\"})}),\" page. This event saw us receive some positive feedback such as \u201C\",/*#__PURE__*/e(\"strong\",{children:\"I really felt like I have key takeaways that I can implement into my marketing strategy\"}),\"\u201D and \u201C\",/*#__PURE__*/e(\"strong\",{children:\"I found this event so relevant to what we are trying to achieve with AI next year\"}),\"\u201D therefore you do not want to miss out on the next event opportunity.\"]}),/*#__PURE__*/e(\"p\",{children:\"Furthermore, if you believe you could sit on our future panels, don\u2019t be afraid to get in touch with our key organiser Amy Green. Please email her at the following address: amy.green@pinpoint-media.co.uk with your industry expertise.\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"A Big Thank You\"})}),/*#__PURE__*/e(\"p\",{children:\"We\u2019d like to give a big thank you and mention to Soho House London who catered to our needs for not only this event but for our previous Content Shift Event. It has proven to be a fabulous, modern location for our events and cannot falter them.\"}),/*#__PURE__*/e(\"img\",{alt:\"The Content Shift Event| Food \",className:\"framer-image\",height:\"150\",src:\"https://framerusercontent.com/images/aIeCx6c87Kk4Rju48Y0c8dUmGrA.png\",style:{aspectRatio:\"218 / 300\"},width:\"109\"}),/*#__PURE__*/e(\"p\",{children:\"The Content Shift Event | Food at The Curve Club\"}),/*#__PURE__*/e(\"p\",{children:\"Whilst the discussions between panellists and the audience were beyond insightful, we cannot thank the PinPoint Media team who were behind the runnings of the event.\"}),/*#__PURE__*/e(\"img\",{alt:\"Using AI to Drive Demand \",className:\"framer-image\",height:\"150\",src:\"https://framerusercontent.com/images/cZOgKbKAGEvqnn7eE8exBrKZaZc.png\",style:{aspectRatio:\"300 / 300\"},width:\"150\"}),/*#__PURE__*/e(\"p\",{children:\"The PinPoint Team\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"Until next time,\"}),/*#__PURE__*/e(\"p\",{children:\"The Content Shift Event Team\"})]});export const richText1=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"288\",src:\"https://framerusercontent.com/images/FM4v3BjHLmqLQwr5qaxxPW1VE.png\",srcSet:\"https://framerusercontent.com/images/FM4v3BjHLmqLQwr5qaxxPW1VE.png?scale-down-to=512 512w,https://framerusercontent.com/images/FM4v3BjHLmqLQwr5qaxxPW1VE.png 1024w\",style:{aspectRatio:\"1024 / 576\"},width:\"512\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"The New Scheme\"})}),/*#__PURE__*/e(\"p\",{children:\"This year PinPoint introduced a new scheme for staff, an option of 2 additional days off work for the purpose of volunteering. The initial idea came from our wellbeing committee where we discovered a bunch of research to suggest that giving back to others is actually good for your health. I can\u2019t pretend to know the science behind it (a quick Google can do that job) but it was clear that giving back can give a great sense of purpose and reduce stress and so, although those 2 days won\u2019t be spent sitting by a pool drinking a cocktail, it will be doing something else hopefully stress-relieving.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"On top of this, PinPoint as a company enjoy giving back (we are in the midst of raising \\xa310,000 for Alzheimer\u2019s UK), and so ultimately this is a win-win. The company gets to give back by offering staff time, and also staff get to enjoy a new and endorphin-filled challenge.\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"The IBSA World Games\"})}),/*#__PURE__*/e(\"p\",{children:\"Given I haven\u2019t done much volunteering before, I did struggle to know where to start in finding an opportunity. Google came to my rescue once more and I found a local volunteering message board where people would post about volunteering opportunities. After a while of deliberating which Disney princess I could dress up as (with a charity called Make a Smile), I discovered a post requesting volunteers for the IBSA World Games being hosted in Birmingham. The games are the largest high-level international event for athletes with visual impairment, with more than 1250 competitors from 70 nations.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"512\",src:\"https://framerusercontent.com/images/EOi5JV4qaLKWNX25BaRZZysQE.png\",srcSet:\"https://framerusercontent.com/images/EOi5JV4qaLKWNX25BaRZZysQE.png 576w\",style:{aspectRatio:\"576 / 1024\"},width:\"288\"}),/*#__PURE__*/e(\"p\",{children:\"A little background about me \u2013 my family is sporty. I\u2019ve come from a long line of athletes and my father ensured I took up the hereditary interest in sport from a young age. So, although volunteering is not something I have much experience in, doing so at a sporting event didn\u2019t seem too far out of my comfort zone.\"}),/*#__PURE__*/e(\"p\",{children:\"The first task was attending training sessions around visual impairments and guide dogs, which only piqued my excitement at the thought of seeing some cute dogs during my shifts.\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/t(\"h3\",{children:[/*#__PURE__*/e(\"strong\",{children:\"The Volunteer Days\"}),\"\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:\"I started off being assigned to Judo, and was told I would be operating one of the cameras to film the competitions \u2013 perfect! I do work in a content agency after all. Sadly, after I was ready to show off my filming skills, the plans changed and I was reassigned to Archery. Perhaps this was a small blessing in disguise, as after watching some of the competitions I realised that I have zero understanding of the rules of Judo.\\xa0\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"512\",src:\"https://framerusercontent.com/images/tg49dhpqksve5TsQMqdUSwbpM.png\",srcSet:\"https://framerusercontent.com/images/tg49dhpqksve5TsQMqdUSwbpM.png 576w\",style:{aspectRatio:\"576 / 1024\"},width:\"288\"}),/*#__PURE__*/e(\"p\",{children:\"Archery was an impressive spectacle to watch, imagine firing an arrow towards a target that you cannot see and hitting the bullseye; that takes some serious skill. If you\u2019re wondering how this is even possible, they would have a spotter and a tactile sight to help them out. My role here mostly involved making sure there were no distractions for the athletes and ushering people throughout the day with their kit.\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"512\",src:\"https://framerusercontent.com/images/w7XXE16MwLlmsc97QW94tz2Y0.png\",srcSet:\"https://framerusercontent.com/images/w7XXE16MwLlmsc97QW94tz2Y0.png 576w\",style:{aspectRatio:\"576 / 1024\"},width:\"288\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The following two days I was assigned to Tennis, and boy did I get a workout. After turning up thinking I might be ushering spectators or checking passes again, it transpired that I was actually there to act as a ball kid. So, off I went to spend a 12-hour shift running after a tennis ball, however, any moment where I wasn\u2019t running I managed to watch the talented athletes up close in action.\"}),/*#__PURE__*/e(\"p\",{children:\"The tennis balls contained a small rattle, so that the athletes could hear where the ball was on the court which showed the importance, even more so than Wimbledon, of the spectators being extremely quiet. It did require a regular bit of shushing of the Australian fans!\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"The Takeaways\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:\"After a long sleep, I was able to reflect on my volunteering experience. Of course, I\u2019ve learnt a lot about visual impairments and how to support people who are blind or partially sighted. But mostly, I\u2019ve been inspired by the athletes who not only are incredibly impressive at their respective sports but also bring a huge amount of fun, joy and sportsmanship. Although it was a competition, it never truly felt like one.\"}),/*#__PURE__*/e(\"p\",{children:\"The majority of my fellow volunteers were retired \u2013 of course \u2013 who else would have a handful of free days in the middle of the week? I was grateful that I was able to take part and PinPoint was able to survive without me for an extra couple of days.\"}),/*#__PURE__*/e(\"p\",{children:\"I\u2019ll certainly be encouraging my colleagues to get involved and to use their volunteering days as well and since the IBSA World Games only runs every 4 years, next year I\u2019ll have to think of a new volunteering challenge to try my hand at.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"288\",src:\"https://framerusercontent.com/images/4SCuSV3WcdKp3IR8wCsOfNurfH4.png\",srcSet:\"https://framerusercontent.com/images/4SCuSV3WcdKp3IR8wCsOfNurfH4.png?scale-down-to=512 512w,https://framerusercontent.com/images/4SCuSV3WcdKp3IR8wCsOfNurfH4.png 1024w\",style:{aspectRatio:\"1024 / 576\"},width:\"512\"}),/*#__PURE__*/e(\"p\",{children:\"Written by Annabel Lawton-Smith\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/t(\"p\",{children:[\"If you\u2019re interested in reading more of the In The Eyes Of series, click here: \",/*#__PURE__*/e(n,{href:\"https://pinpoint-media.global/insights/\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"https://pinpoint-media.global/insights/\"})}),\" or if you\u2019re interested in learning more about The IBSA World Games, click here: \",/*#__PURE__*/e(n,{href:\"https://ibsasport.org/ibsa-world-games/ibsa-world-games-2023/\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"https://ibsasport.org/ibsa-world-games/ibsa-world-games-2023/\\xa0 \"})}),\"Alternatively, if you would like to see some of the action visit The IBSA\u2019s World Games\u2019s YouTube channel:\",/*#__PURE__*/e(n,{href:\"https://www.youtube.com/@internationalblindsportsfe7490\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\" https://www.youtube.com/@internationalblindsportsfe7490\"})})]})]});export const richText2=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"150\",src:\"https://framerusercontent.com/images/oD4NnO0v6HtCrn9bdK4v2ltXoI.png\",style:{aspectRatio:\"225 / 300\"},width:\"112\"}),/*#__PURE__*/e(\"p\",{children:\"The weekend of 14th-16th July saw Fairford, a discreet village in the Cotswolds, play host to the largest Military air show in the world, The Royal International Air Tattoo or RIAT as it\u2019s known to many. Over 254 aircraft, all meticulously flown in to create the largest military airshow in the world.\"}),/*#__PURE__*/e(\"p\",{children:\"The level of organisation, detail and precision is\u2026 well\u2026 military. The scale, beyond comprehensible when you have seen behind the scenes and it\u2019s nearly all run by volunteers accounting for the 130,000 people coming through the gates across the weekend.\"}),/*#__PURE__*/e(\"p\",{children:\"With this in mind, it was my task this year to produce the event from our side. Fortunately for the pilots, that didn\u2019t involve me in the air traffic control tower co-ordinating landings for the Saudi Hawks and the Red Arrows, but actually involved overseeing our filmmaking approach, schedules and crew for the event.\"}),/*#__PURE__*/e(\"p\",{children:\"Now, our marketing team tasked me with creating this blog covering the following questions: \u2018What was it like?\u2019 \u2018What were the struggles and the highlights?\u2019 and \u2018How do you think you did?\u2019 \u2013 so let\u2019s get into those honest responses and see what RIAT was really like through my eyes.\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"h3\",{children:\"RIAT through a Producer\u2019s eyes\"}),/*#__PURE__*/e(\"p\",{children:\"Now for context, RIAT isn\u2019t like a \u2018regular\u2019 shoot. A typical pre-production process might go: client brief, design brief, scripting and call sheets, but this is an event with a tonne of moving parts. Literally.\"}),/*#__PURE__*/e(\"p\",{children:\"If I\u2019m honest, I was excited at the challenge, but also a little terrified. One of our largest clients, capturing a year\u2019s worth of footage over one weekend. Lots of pressure on my shoulders. If you\u2019re in the wrong place, well, tough luck, it\u2019s not happening again, they can\u2019t just quickly do that barrel roll for a second time.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"So, I had to approach this in a completely different way. A couple of months before the event, I sat down with our Senior Account Manager, Luke, or Mr. RIAT (as he\u2019s affectionately known by me) and we started populating a categorised list of what our broad objectives looked like in terms of campaigns, (in-line with our social strategy), so that I could then start to make some sub-headings that sat underneath these to treat as mini-narrative pieces.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"Once I had these broad categories, I then added the specific \u2018hero\u2019 briefs (these are larger scale pieces for specific awareness objectives) and a list of content that had been compiled by Jessie (Senior Creative Lead) and the Social Team that we referred to as \u2018general HUB content.\u2019 This is content that we needed more of/didn\u2019t have from previous years or areas that we wanted to highlight during our regular social posts throughout the year.\"}),/*#__PURE__*/e(\"p\",{children:\"From this list, I was then able to start thinking about a \u2018shot list\u2019 and what I might be able to capture for each of these objectives. Now this is slightly challenging when you\u2019ve never been to an airshow and have no context of this, but luckily since starting with PinPoint in February I\u2019ve had a strong involvement with RIAT and understand some of the nuances of the event.\"}),/*#__PURE__*/t(\"h3\",{children:[\"\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"Moving Parts\"})]}),/*#__PURE__*/e(\"p\",{children:\"Something that I found incredibly challenging, particularly as someone that is detail-oriented and organised, was not having an event schedule to work from. Unfortunately because of all of the ever-changing events and flight times, really, the show schedule is never fully set in stone, but I was able to receive this a few days before I was due to go to the event.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"When I had a working document from the show, I was able to start populating a filming schedule, which I split into two teams. One team was to be led by myself and the second was to be led by our other Producer, Dan.\"}),/*#__PURE__*/e(\"p\",{children:\"After burying my head in Google Docs for what felt like days, I came out the other side with a timed schedule for both teams that allowed us to cover all of the areas we needed to film but, also allowed us to double-cover ourselves in terms of capturing key areas of the site, such as the different hospitality zones and enclosures.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"If I\u2019m completely honest, because of the nature of the event, the planning felt far removed from a typical shoot and actually, the closest relatable experience I had to this was actually planning my wedding. Lots of people, with lots of different tasks, all to be coordinated at specific times\u2026 I mean the only difference really was that we left the aisle in an F-35 fighter jet, whereas this year they were strictly on the runway. I digress.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"The Event\"})}),/*#__PURE__*/e(\"p\",{children:\"Then, we got to the event. One of the DOPs (Director of Photography), Rich, and I were the sole crew on the Thursday before it all kicked off, as we had been granted access before the general public and the day couldn\u2019t have gone better. Blue skies all around, pilots were practising and everyone was in high spirits for what promised to be a great weekend ahead.\"}),/*#__PURE__*/e(\"p\",{children:\"We were given special access to join the Netherlands crew as they landed, taxied in and checked in to the border control at the flight centre. This was a big highlight; being up close with the F-16 and F-35 jets that I can only describe as phenomenal.\\xa0\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"384\",src:\"https://framerusercontent.com/images/UUUbFMVgP4OAekUUvLMubFq2c.png\",srcSet:\"https://framerusercontent.com/images/UUUbFMVgP4OAekUUvLMubFq2c.png?scale-down-to=512 512w,https://framerusercontent.com/images/UUUbFMVgP4OAekUUvLMubFq2c.png 1024w\",style:{aspectRatio:\"1024 / 768\"},width:\"512\"}),/*#__PURE__*/e(\"p\",{children:\"The sheer scale and power that these machines have is breathtaking, even to the \u2018average Joe\u2019 like myself. It was amazing to interview the pilots about their flight (despite the language barrier; my Brummie accent) and it was a unique perspective on a part of the show that many forget even happens in terms of the logistics of co-ordinating the pilots to the actual event.\"}),/*#__PURE__*/e(\"p\",{children:\"Then, Friday, the first day of the event. We\u2019d had a great night meeting up with the rest of the crew and after an early start, got to the event in some of the worst weather I\u2019ve ever had the \u2018pleasure\u2019 of filming in.\"}),/*#__PURE__*/e(\"p\",{children:\"All of those days of hard work before the event and the schedule was thrown completely out of the window. Dan and I put our heads together before our first production meeting to re-work the schedule so that we could focus on internal areas while the persistent rain continued to lash down on the showground.\"}),/*#__PURE__*/e(\"p\",{children:\"If I\u2019m honest, this was my biggest worry and definitely proved to be our biggest challenge for the weekend. But, no matter how good the preparation is, the weather is something you just cannot control with an outdoor event, so from stories of heatwaves in 2022, my 2023 Friday ended with putting my sodden trainers in the tumble drier at the AirBnB in an attempt to dry out and fend off the Rain-Gods for the weekend.\"}),/*#__PURE__*/e(\"p\",{children:\"We kept spirits high and actually, the change in schedule had some blessings, as we were able to spend extensive time in the popular Techno Zone, capture Princess Kate and Tim Peak with the RAFCT children and shoot some great footage in the hospitality areas while the weather put a stop to the majority of flying.\"}),/*#__PURE__*/e(\"p\",{children:\"Saturday and Sunday went swimmingly (excuse the pun) and our rejig of the schedule and constant reviewing of footage allowed us to work really well in tandem. Our editor in charge of DIT, Sandy, was able to advise which categories we might need more coverage of for us to pick up on the Sunday.\"}),/*#__PURE__*/e(\"p\",{children:\"My original plan had been to mix up the teams across different days, but because of the constant changes to the schedule, I took the decision to keep the teams the same as I wanted to ensure we had full knowledge of what we had covered as a team.\"}),/*#__PURE__*/e(\"p\",{children:\"And then\u2026 it was all over. A beautiful rainbow greeted us on our exit and a few beers and pizzas with the team was gratefully received after a weekend of over 1 million collective steps for the crew.\"}),/*#__PURE__*/e(\"p\",{children:\"On reflection, one of the things I enjoyed most about this was working as part of such a great team. As a person who is big into team sports, I thrive on the challenge of bringing people with different attributes together to work collectively to achieve a common goal and that\u2019s exactly what we did.\"}),/*#__PURE__*/e(\"p\",{children:\"Charlie and Mia, our fantastic runners; Charlie now a RIAT veteran and Mia\u2019s first ever job on set after graduating from University of Gloucestershire this year were both key team members in ensuring everything ran smoothly for both teams. Rich and Joel, our incredibly talented DOPs captured all the brilliant cinematic footage you\u2019ll witness across the RIAT socials in 2023 and both have a second year under their belts.\"}),/*#__PURE__*/e(\"p\",{children:\"Laura and Sal held down the social fort, dealing with tonnes of queries from the public, lots of ad-hoc client requests and kept calm and collected throughout, never wavering. Luke, who ate, slept and breathed RIAT for weeks is probably just relieved that everything went to plan, but he was integral to how well the production went and of course, Dan, who was my right-hand man and a fantastic producer for the second team, someone that I was able to lean on for advice when I needed it and a person that I was grateful to have with me in the trenches.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"And a special shoutout to someone who was an unsung hero in the production. There are a lot of different things to think about as a Producer outside of the actual shoot. Accommodation, food, travel and logistics to which I couldn\u2019t have done all of this without the support of Alex who was integral to the smooth running of the operation.\"}),/*#__PURE__*/e(\"p\",{children:\"So that\u2019s RIAT. An incredible event. From a person who used to refer to aircraft as \u2018planes\u2019 and was a complete non-enthusiast, I\u2019ve personally done a complete u-turn (which we described in 2022) as \u2018The Awe-Inspiring Home of Flight\u2019 really surpassing every expectation I had.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"And now we start on the prep for 2024, where the show will be bigger, better and the marketing material even more engaging and inspiring as we continue to bolster our approach with our talented team.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"384\",src:\"https://framerusercontent.com/images/TReyGDbLYmBrbmrgZzZHFuA8.png\",srcSet:\"https://framerusercontent.com/images/TReyGDbLYmBrbmrgZzZHFuA8.png?scale-down-to=512 512w,https://framerusercontent.com/images/TReyGDbLYmBrbmrgZzZHFuA8.png 1024w\",style:{aspectRatio:\"1024 / 768\"},width:\"512\"}),/*#__PURE__*/e(\"p\",{children:\"My advice for enjoying the show, go there with open eyes and an open mind. The 2024 theme is after all, \u2018In The Air, On The Ground And All Around.\u2019 Soak it up.\"}),/*#__PURE__*/e(\"p\",{children:\"Maverick to Goose, over and out.\"}),/*#__PURE__*/e(\"p\",{children:\"If you\u2019re interested in finding out more about what PinPoint Media do for The International Air Tattoo, you can click here to read:\"}),/*#__PURE__*/t(\"p\",{children:[\"360 Marketing Campaign for 2023\",/*#__PURE__*/e(n,{href:\"https://pinpoint-media.global/case-study/riat-2023-360-marketing-campaign/\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\" https://pinpoint-media.global/case-study/riat-2023-360-marketing-campaign/\"})})]}),/*#__PURE__*/t(\"p\",{children:[\"or click here to view The Royal International Air Tattoo\u2019s social content including their TikTok account \",/*#__PURE__*/e(n,{href:\"https://www.tiktok.com/@air.tattoo?lang=en\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"\\xa0https://www.tiktok.com/@air.tattoo?lang=en \"})}),\"\\xa0or Instagram account \",/*#__PURE__*/e(n,{href:\"https://www.instagram.com/airtattoo/\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"https://www.instagram.com/airtattoo\"})})]})]});export const richText3=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"Introduction & Definition\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:\"Rainbow-Washing, a recently coined term, starts to get used as we loom close to Pride Month. Now that the month is upon us, we can expect to see many brands embracing the occasion with rainbow-themed logos, products and campaigns. Although large companies are crucial in initiating and supporting widespread change across a nation, in recent years there have been growing concerns about the authenticity and intentions behind brands celebrating Pride.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"This phenomenon, called \u2018Rainbow-Washing\u2019 refers to the practice of companies using rainbow symbolism and LGBTQ+ themed marketing to portray themselves as allies to the community and gain additional profits, often during this month of celebration, without making meaningful efforts to support causes or address issues faced by the community. While visually appealing and seemingly supportive, these campaigns can often be seen as exploitative, diluting the true purpose of Pride Month and eroding the progress made by the movement.\"}),/*#__PURE__*/e(\"p\",{children:\"In my personal circle, I\u2019m seeing more people choosing to avoid Pride events because they have become too focused on promoting companies and less concerned with genuine support and care for the community.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"The widespread celebration of Pride is important, as there are still 64 countries with laws that criminalise homosexuality and even in the UK, 2022 saw a 41% increase in hate crimes due to sexual orientation and 56% increase in hate crimes towards transgender people. The community is still in continuous need of support and companies play a key role in this.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"Superficial vs. Substantive Support\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:\"The issue arises when there is a discrepancy between the public-facing identity of a company and the internal practices and efforts. True support for the community involves more than just a vibrant display of rainbow colours. It requires genuine understanding, empathy, and action. Companies at risk of rainbow-washing tend to focus solely on aesthetics without addressing the systemic challenges faced by LGBTQ+ individuals. Meaningful support involves promoting inclusivity within their own organisations, providing equal opportunities, and advocating for rights and protections in their policies and practices.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"There are even companies that will plaster their social channels with a rainbow-themed logo for Pride whilst also donating funds to anti-LGBTQ+ politicians. This is a key example of rainbow-washing and what the community is currently trying to tackle. An outward display of allyship must always be accompanied by true genuine effort to support the community and the issues that people face.\"}),/*#__PURE__*/e(\"p\",{children:\"Companies engaging in rainbow-washing can be seen as capitalising off a marginalised community and reducing the significance of Pride Month to a marketing opportunity, which in turn trivialises the real struggles faced by individuals.\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"Marketing to The Community\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:\"There are approximately, at a minimum,\\xa0 1.5 million people in the UK alone that identify as a part of the community which in purchasing power equates to over \\xa36 billion per year, this is a huge sector of people that brands are rightfully looking to target and should make sure to be inclusive to in their marketing efforts. It\u2019s evidenced that ads containing LGBTQ+ imagery will be positively influential towards those that identify as LGBTQ+, and therefore companies should continue to put dedicated marketing efforts towards this audience.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"This article is not aimed to discourage companies from creating content for Pride but instead to encourage companies that are celebrating Pride to ensure they are also putting in meaningful, sustained effort to support causes.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"Avoiding Rainbow-Washing And Where to Start\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:\"Depending on the size of a company, supporting LGBTQ+ causes is going to look different. It\u2019s important to note that it doesn\u2019t need to cost a lot, but it does require a little bit of effort. Although Pride is a celebration, it is rooted in the need to collectively demand equal rights, treatment and opportunities for individuals, as this is the central pillar that companies should come back to when looking to offer meaningful support. Here are some examples of actions that companies can take:\\xa0\"}),/*#__PURE__*/t(\"ol\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgb(23, 28, 33)\",\"--framer-text-stroke-width\":\"0px\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Give support year-round, not just during the celebratory month of June. It\u2019s ok to create special content during Pride but don\u2019t forget to show commitment for all 365 days.\\xa0\\xa0\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Be coherent and consistent between your public image and your internal processes.\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Actively listen to the community, and engage in dialogue.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Collaborate with LGBTQ+ organisations, creators and activists to effect positive change.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Prioritise diversity and inclusion within your workforce, policies, and product offerings. Create opportunities for all inside your company.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Donate to organisations that advance LGBTQ+ rights. Some examples include; Pride Foundation, Human Rights Campaign and Fighting With Pride.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Use one\u2019s voice and platform to demand change.\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"Conclusion\"})}),/*#__PURE__*/t(\"p\",{children:[\"While the colourful social channels during Pride month does give a really positive temporary burst of visibility for the community, there are true consequences of in-action or even detrimental actions by companies. There is a huge and growing market that brands can utilise, and companies have an opportunity to engage a large new audience if done in the right way. Genuine and authentic allyship requires going beyond surface-level gestures, it requires acknowledging the ongoing challenges and putting in effort to drive positive change. Finally, if you\u2019re interested, take a look at this video showcasing some companies that demonstrate rainbow-washing as well as other takes and perspectives on the subject,\",/*#__PURE__*/e(n,{href:\"https://www.youtube.com/watch?v=LGkVRLOqLNE\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\" https://www.youtube.com/watch?v=LGkVRLOqLNE\"})})]}),/*#__PURE__*/t(\"p\",{children:[\"If you\u2019re interested in reading more blogs from PinPoint click here to read more here: \",/*#__PURE__*/e(n,{href:\"https://pinpoint-media.global/insights/\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"https://pinpoint-media.global/insights/\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"References:\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(n,{href:\"https://www.bbc.co.uk/news/world-43822234\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"https://www.bbc.co.uk/news/world-43822234\"})})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(n,{href:\"https://www.bbc.co.uk/news/uk-63157965\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"https://www.bbc.co.uk/news/uk-63157965\"})})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(n,{href:\"https://www.theguardian.com/world/datablog/2021/jun/27/pride-anti-lgbtq-companies-donations-politicians\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"https://www.theguardian.com/world/datablog/2021/jun/27/pride-anti-lgbtq-companies-donations-politicians\"})})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(n,{href:\"https://commonslibrary.parliament.uk/2021-census-what-do-we-know-about-the-lgbt-population/\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"https://commonslibrary.parliament.uk/2021-census-what-do-we-know-about-the-lgbt-population/\"})})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(n,{href:\"https://www.crunch.co.uk/knowledge-running-a-business/pursuing-the-pink-pound-how-big-is-the-uks-lgbt-market\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"https://www.crunch.co.uk/knowledge-running-a-business/pursuing-the-pink-pound-how-big-is-the-uks-lgbt-market\"})})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(n,{href:\"https://www.marketingmag.com.au/tech-data/why-marketing-targeted-at-gay-and-lesbian-consumers-often-misses-its-mark/\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"https://www.marketingmag.com.au/tech-data/why-marketing-targeted-at-gay-and-lesbian-consumers-often-misses-its-mark/\"})})})]});export const richText4=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Live events have always been a popular way for brands to engage with their audience, but with the rising costs of production and the uncertainty surrounding the return on investment, some brands may wonder whether live events are worth the investment. In this blog post, we\u2019ll explore why live events are still valuable for brands, highlight some successful examples, and discuss how the event industry has changed post-pandemic and how technology can help provide traceability to ROI. We\u2019ll also dive deeper into corporate events such as awards, conferences, and incentives.\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Why Live Events are Valuable\"})}),/*#__PURE__*/e(\"p\",{children:\"Live events provide a unique opportunity for brands to connect with their audience on a personal level. Unlike online advertising or social media marketing, live events allow for face-to-face interaction and a more memorable experience. According to a study conducted by Event Marketing Institute, 74% of event attendees say that they have a more positive opinion about a company or brand after attending an event. Additionally, live events can provide valuable content that can be repurposed for online marketing efforts and social media campaigns.\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Successful Examples\"})}),/*#__PURE__*/e(\"p\",{children:\"Many brands have successfully utilised live events to promote their products and services. For example,\"}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgb(23, 28, 33)\",\"--framer-text-stroke-width\":\"0px\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Coachella music festival has become a cultural phenomenon and a coveted event for music fans around the world. The festival\u2019s success can be attributed to its curated lineup, picturesque location, and experiential activations.\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Nike\u2019s \u201CJust Do It\u201D campaign, which featured a pop-up experience in Los Angeles. The event included a basketball court, a workout area, and a merchandise store, and it generated over 1 billion impressions on social media.\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Corporate Awards\"})}),/*#__PURE__*/e(\"p\",{children:\"Corporate awards are a popular type of live event that recognizes and celebrates the achievements of employees or industry leaders. These events can help boost employee morale and motivation, and also provide a platform for companies to showcase their successes and network with individuals they might not otherwise have access to.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(n,{href:\"https://thenationalcyberawards.org/\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"The National Cyber Awards\"})}),\" is an excellent example of a successful awards event. This conference recognises and rewards the outstanding contributions of both public and private sector individuals and teams in the Cyber Security industry. The event has been successful in bringing together industry leaders and promoting excellence in the field for coming up to 5 years. It now has representation from Government to MoD to leading Cyber businesses such as BAE and Fortinet, and the awards provides an opportunity for leaders in these organisations to meet one another and work together to create a safer future.\"]}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Conferences\"})}),/*#__PURE__*/e(\"p\",{children:\"Conferences are another popular type of live event that allows industry professionals to come together and share knowledge and best practices. Conferences provide an opportunity for attendees to network, learn from keynote speakers and panel discussions, and gain insights into industry trends. The World Economic Forum in Davos, Switzerland is a prime example of a successful conference. The event attracts world leaders, business executives, and industry experts to discuss global issues and share ideas. The conference has become a platform for shaping policies and strategies on a global scale.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(n,{href:\"https://www.ciisec.live/\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"CIISE Live\"})}),\", featured on MSN\u2019s & TechRadar Pro top tech conferences guide 2023, is also a good example of a growing conference which brings together top Cyber professionals from the public and private sectors. This has proven to be a hugely successful way for CIISEC to bring together its members and external stakeholders, with 100% of attendees saying they would recommend it to a colleague. It provides a milestone event for the organisation each year to keep its members engaged and provide industry-leading thought leadership.\"]}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Incentive Programmes\"})}),/*#__PURE__*/e(\"p\",{children:\"Incentive programs are another type of live event that can be used to motivate and reward employees or partners for their achievements. These events can range from team-building activities to luxury trips or experiences. Incentive programs can help improve employee retention, morale, and productivity. For example, Salesforce\u2019s annual incentive program, \u201CPresident\u2019s Club,\u201D rewards top-performing sales reps with a luxury trip to a destination of their choice. This program not only motivates employees to reach their targets but also fosters a sense of camaraderie and recognition among colleagues.\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Data on Live Events and their Success\"})}),/*#__PURE__*/e(\"p\",{children:\"According to a study conducted by Bizzabo, an event management platform, 80% of marketers believe that live events are critical to their company\u2019s success. Additionally, 85% of marketers say that they believe in-person events are essential to their company\u2019s success. Another study by Harvard Business Review found that companies that invest in experiential marketing achieve higher customer satisfaction rates and greater customer loyalty.\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Post-Pandemic Event Industry Changes\"})}),/*#__PURE__*/e(\"p\",{children:\"The event industry was heavily impacted by the COVID-19 pandemic, and many events were forced to cancel or move online. However, with the roll-out of vaccines and the easing of restrictions, live events are quickly returning. Post-pandemic, there have been huge changes in the event industry, including the use of hybrid events and the adoption of digital technologies.\"}),/*#__PURE__*/e(\"p\",{children:\"Hybrid events are events that combine in-person and virtual elements, allowing for greater flexibility and reach. This type of event allows for attendees who cannot physically attend the event to participate virtually, providing a wider audience for the event. Additionally, hybrid events can provide cost savings and environmental benefits.\"}),/*#__PURE__*/t(\"p\",{children:[\"If you\u2019re interested in reading more about live events post-pandemic then read this Forbes news article:\\xa0\",/*#__PURE__*/e(n,{href:\"https://www.forbes.com/sites/dbloom/2022/05/26/live-events-bounce-back-from-pandemic-and-forward-into-the-immersive-future/\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"https://www.forbes.com/sites/dbloom/2022/05/26/live-events-bounce-back-from-pandemic-and-forward-into-the-immersive-future/\\xa0\"})})]}),/*#__PURE__*/e(\"p\",{children:\"or if you enjoy visual entertainment, have a look at this Ted Talk: \u2018How can we go back to live events together\u2019\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(n,{href:\"https://www.youtube.com/watch?v=INYeFiNKT5I\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"https://www.youtube.com/watch?v=INYeFiNKT5I\"})})}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Events and their Technology\"})}),/*#__PURE__*/e(\"p\",{children:\"Technology has revolutionised the event industry, and new tools and platforms are emerging all the time. Here are some examples of event technologies that are being used to enhance live events:\"}),/*#__PURE__*/t(\"ol\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgb(23, 28, 33)\",\"--framer-text-stroke-width\":\"0px\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Virtual and augmented reality: These technologies are being used to create immersive experiences for attendees, from virtual tours of event spaces to augmented reality games and product demos.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Live streaming: Live streaming allows for real-time access to events for those who cannot attend in person. This technology has been particularly useful during the pandemic, as it has enabled events to continue even when attendees cannot be physically present.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Event apps: Mobile apps can be used to provide attendees with information about the event, including schedules, maps, and speaker bios. PinPoint Media\u2019s event app also incorporates networking tools to help attendees connect with one another, allow sponsors to data capture and advertise to the audience, and provide interactive session tools.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Wearables: Wearable technology can be used to track attendee movements and provide personalised experiences. For example, RFID bracelets can be used to allow attendees to enter certain areas or receive personalised recommendations based on their interests.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Audience engagement tools: Tools like live polling and interactive displays can be used to engage attendees and gather feedback. These tools can help make events more interactive and engaging, and provide valuable insights for event organisers.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Digital signage: Digital signage can be used to display event schedules, branding, and promotional content. These displays can be updated in real-time and can help attendees navigate the event and stay informed.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Event management software: Event management software can be used to streamline event planning and execution, including ticketing, registration, and attendee management. These tools can help event organisers save time and reduce administrative overhead.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"\\xa0These are just a few examples of the many event technologies that are available to event organisers. By incorporating the right technologies into their events, brands can create more engaging and memorable experiences for attendees, and achieve their marketing goals more effectively.\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Impact of Social Media on live events\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:\"Social media has also had a significant impact on the event industry, allowing brands to connect with their audience before, during, and after events. Platforms like TikTok and Instagram have introduced new ways for brands to engage with their audiences, such as TikTok Live and Instagram Live. These features allow for real-time interaction and can help extend the reach of live events beyond the physical attendees. For example, the #Coachella hashtag has been used over 10 million times on Instagram, and TikTok has become a popular platform for sharing festival experiences.\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Top Tips for Running Successful Events\"})}),/*#__PURE__*/e(\"p\",{children:\"If you\u2019re planning a live event for your brand, here are some top tips to help you ensure success:\"}),/*#__PURE__*/t(\"ol\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgb(23, 28, 33)\",\"--framer-text-stroke-width\":\"0px\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Define your goals and objectives: Clearly define what you want to achieve with your event and ensure that all elements of the event are aligned with those goals.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Know your audience: Understand who your target audience is and what they expect from the event.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Create a memorable experience: Consider how you can create a unique and memorable experience for attendees that aligns with your brand\u2019s values and messaging. Make sure to focus on the content of your event so that attendees feel like they gained a lot and it was time well spent.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Promote your event: Use a multi-channel approach to promote your event, including social media, email marketing, and targeted advertising.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Measure success: Define key performance indicators (KPIs) and track them throughout the event to measure success and identify areas for improvement.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Partners: Make sure to use experienced organising partners and suppliers who can support with venue sourcing, planning & execution of your event, alongside activation of the latest technologies to give attendees the best possible experience.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"The Smart Label Revolution: Harnessing the Power of Digital Packaging.\"})}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"\\xa0\"}),\"We believe in live events so much we are running our own, partnered up with Huboo and Zappar. This event will discuss how connected packaging, mixed with creative Augmented Reality (AR) solutions can make your brand stand out. The event is free and includes cocktails from Mixtons. Live panel discussions, hands-on demos and networking!\"]}),/*#__PURE__*/t(\"p\",{children:[\"To find out more information about the event, click here: \",/*#__PURE__*/e(n,{href:\"https://www.eventbrite.co.uk/e/the-smart-label-revolution-harnessing-the-power-of-digital-packaging-tickets-620195039057\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"https://www.eventbrite.co.uk/e/the-smart-label-revolution-harnessing-the-power-of-digital-packaging-tickets-620195039057\"})}),\"\\xa0 In addition, you can watch our exciting event sizzle reel at the following link: \",/*#__PURE__*/e(n,{href:\"https://vimeo.com/manage/videos/827537125\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"https://vimeo.com/manage/videos/827537125\"})})]}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"In conclusion, live events continue to be a valuable tool for brands to connect with their audience and achieve their marketing goals. Whether it\u2019s a corporate awards ceremony, a conference, or an incentive program, live events can provide a unique and memorable experience for attendees. We can expect to see continued innovation and the adoption of new technologies to provide safe and engaging events for audiences. By following best practices and staying abreast of industry trends, brands can successfully navigate the world of live events and achieve their marketing goals.\"}),/*#__PURE__*/t(\"p\",{children:[\"If you\u2019ve enjoyed this blog, you may enjoy some of our other insights such as \u2018Accelarating Your Brand Through TikTok Shopping\u2019 or \u2018The Rise of Ai and the perceived challenge of Creativity\u2019 which you can view here: \",/*#__PURE__*/e(n,{href:\"https://pinpoint-media.global/insights/\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"https://pinpoint-media.global/insights/\"})})]})]});export const richText5=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"h2\",{children:[\"How brands can \",/*#__PURE__*/e(\"strong\",{children:\"accelerate themselves\"}),\" through the up-and-coming \",/*#__PURE__*/e(\"strong\",{children:\"shopping features\"}),\" on \",/*#__PURE__*/e(\"strong\",{children:\"TikTok?\"})]}),/*#__PURE__*/e(\"p\",{children:\"The joy of TikTok for brands is that versus other common social media platforms the audience is pretty vast. Unlike Facebook and Instagram, which have pretty solidified age demographics \u2013 Tiktok is pretty flat across the board. So this is a great opportunity to reach audiences of all ages in one place, (unheard of with previous platforms).\\xa0\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"262\",src:\"https://framerusercontent.com/images/5e6Fm2jsEaSU7hN2Ye2T57Xw.png\",srcSet:\"https://framerusercontent.com/images/5e6Fm2jsEaSU7hN2Ye2T57Xw.png?scale-down-to=512 512w,https://framerusercontent.com/images/5e6Fm2jsEaSU7hN2Ye2T57Xw.png 768w\",style:{aspectRatio:\"768 / 524\"},width:\"384\"}),/*#__PURE__*/e(\"p\",{children:\"So you\u2019ve got your audience, and you know that out of the 1 billion users that regularly use TikTok, there are almost certainly going to be customers who are interested in the brand. One of the ways that brands can accelerate themselves through the up-and-coming shopping features on TikTok is by taking advantage of the platform\u2019s tools alongside their marketing plans.\\xa0\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"What are TikTok\u2019s shopping features?\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:\"First off,\\xa0 let\u2019s pull it back to what actually is on offer within TikTok\u2019s shopping features:\"}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgb(23, 28, 33)\",\"--framer-text-stroke-width\":\"0px\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"In-App Shopping: TikTok\u2019s in-app shopping feature allows brands to add links to their products directly in their videos. Users can click on the link to visit the product page and make a purchase without leaving the app.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Hashtag Challenge Plus: Hashtag Challenge Plus is a shopping feature that allows brands to add a shopping cart icon to their sponsored hashtag challenge. When users click on the icon, they can view and purchase the featured products directly within the app.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Branded Effects: Branded Effects is a feature that allows brands to create their own AR filters and effects for users to incorporate into their videos. Brands can include a link to their products within the effect, which users can click on to make a purchase.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Live Streaming: TikTok\u2019s Live Streaming feature allows brands to interact with their audience in real time and showcase their products. Brands can use the Live Streaming feature to launch new products, offer exclusive discounts, and answer questions from their audience.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Overall, all of these shopping features on TikTok can help brands drive sales and engagement, and provide a seamless shopping experience for users.\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"How can brands use TikTok\u2019s shopping features?\\xa0\"})}),/*#__PURE__*/t(\"h3\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Create engaging videos\"}),\".\"]}),/*#__PURE__*/e(\"p\",{children:\"This is key to all social media. If your content is not engaging, or well-tailored to your target audience, then it is almost useless. Brands should create short and engaging videos that showcase their products in an interesting and entertaining way. The least pushy, and sales-focused the content seems, the more likely consumers will be to engage. Consumers are so overstimulated by advertising, that it has to be as subtle as possible to drive to that final purchase.\\xa0 Including links to products/services within the video will make this as easy as possible for consumers to click through and make that vital purchase.\"}),/*#__PURE__*/e(\"p\",{children:\"Look at the likes of Gymshark, Red Bull and RyanAir. All completely different brands, with completely different audiences, price tags, and products/services \u2013 they are all absolutely thriving on TikTok by creating authentic, light-hearted content that allows the consumer to relate and trust the brand. If you have the users trust on your side, you are almost guaranteed to be front of mind when they want to make that purchase.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/t(\"h3\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Collaborate with influencers\"}),\".\"]}),/*#__PURE__*/e(\"p\",{children:\"Albeit a somewhat oversaturated marketing in some people\u2019s eyes, they do work. There are so many influencers to choose from, brands are more than likely to find an influencer they can collaborate. The key is to make sure the influencers aligns with their business values and have a following that matches their target audience. This is the perfect authentic way for brands to reach their audiences, in a secure and trusted way.\"}),/*#__PURE__*/e(\"p\",{children:\"Let\u2019s say the brand has chosen an influencer to create your advert. They\u2019ve promoted the product and linked it within their video utilising the in-app purchase feature. The consumer (obviously) loves the content, and clicks through. That\u2019s it. They\u2019re on the brand\u2019s product page already without opening onto a new browser, only a few clicks away from the final purchase. The drop off points are so few and far between, that it\u2019s almost guaranteed to be creating purchase, and positive ROI.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"Hashtag challenge.\"})}),/*#__PURE__*/e(\"p\",{children:\"Brands can launch a sponsored hashtag challenge that encourages users to create videos featuring their products. They can add a shopping cart icon to the challenge, which allows users to view and purchase the featured products directly within the app.\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/t(\"h3\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Offer exclusive discounts.\"}),\"\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:\"Brands can offer exclusive discounts to users who purchase their products on TikTok. They can promote these discounts through their videos and encourage users to make a purchase.\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"Raise Awareness & Hype.\"})}),/*#__PURE__*/e(\"p\",{children:\"One of the most common success stories for brands on TikTok, is the build up to a launch. You see this across all types of accounts, from new song releases to new product launches. The key is playing on consumers\u2019 FOMO (fear of missing out) in advance of releases, the idea that there\u2019s something they don\u2019t know, tends to lead to a larger audience watching and waiting for new product releases.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/t(\"p\",{children:[\"The key of all of this is within the question, \u2018How brands \",/*#__PURE__*/e(\"strong\",{children:\"can\"}),\" accelerate themselves,\u2019 it\u2019s not a question of whether it can or can\u2019t happen. Utilising TikTok, and its features, brands can almost guarantee to produce positive ROI. The key is for brands to plan ahead, know their (achievable) objectives, their audience and fundamentally utilise every feature available to them. TikTok wants to work with its users, not against, so as long as users are ticking all of its boxes, it will favour that user and in this case, brand.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"Refs:\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(n,{href:\"https://www.statista.com/statistics/1285432/tiktok-worldwide-quarterly-consumer-spend/\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"https://www.statista.com/statistics/1285432/tiktok-worldwide-quarterly-consumer-spend/\"})})})]});export const richText6=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"The Ai debate\"}),/*#__PURE__*/e(\"p\",{children:\"As the debate continues around Ai and creative craft, it\u2019s easy to fixate on a nostalgic view of ideation. I prefer instead, to look at the disruption it brings as an essential way for the next generation to sweep out the stale and overused.\"}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s the energy of this hunger for change that\u2019s always drawn me to the challenges raised by the new. Switching from traditional brand-out comms to content in its fledgling days, as we answered the accusation of \u2018pretty pictures\u2019 with methodologies like \u2018Culture to Commerce\u2019 and unlocking the power of mobile-first thinking.\"}),/*#__PURE__*/e(\"p\",{children:\"Technology democratises, enables, encourages, entertains and educates. It allows the eager and the committed to learn and thrive. To defy prejudice, discrimination and artistic snobbery to establish new platforms.\"}),/*#__PURE__*/e(\"p\",{children:\"And, in essence, it\u2019s the elitism that sits underneath many of the arguments against the emerging social and tech-driven agencies that Ai bumps up against.\"}),/*#__PURE__*/e(\"h2\",{children:\"Ai opportunities\"}),/*#__PURE__*/e(\"p\",{children:\"Ai offers everyone a chance to create without the baggage of what Jason Silva brilliantly called the \u2018Protestant Work ethic\u2019 of \u2018the craft\u2019. The chance for ideas to fly, solely on their own merits, judged by the ultimate peers of contemporary culture\u2026 The audience (YOUR audience), not middle aged white men in West End towers.\"}),/*#__PURE__*/e(\"p\",{children:\"What we are seeing as a result of Ai isn\u2019t a collapse of creative skills but an explosion. New talent, new capabilities and new ideas, an emergence of a new artform in itself \u2013 Granted, one that\u2019s still learning how to shake off its Donnie Darko paintbrush, but it\u2019s early days.\"}),/*#__PURE__*/e(\"p\",{children:\"That production powerhouses such as Media Monks are leaning into Ai as a \u2018Reason for Being\u2019, shows that this is more than just a tool for \u2018doing it cheaper\u2019 \u2013 And agencies that treat it as simply that, will become the \u201CBest but last buggy whip manufacturers around\u201D (Watch Danny DeVito in the prescient 1991 film, \u2018Other People\u2019s Money\u2019 if you have no idea what that reference is).\"}),/*#__PURE__*/e(\"p\",{children:\"And this is the way it\u2019s always been. Who out there feels a yearning for Letraset (what? Google it), let alone Quark (and Google that)\u2026 And even if we\u2019ll be Googling things at all in a few years time? And 10 years ago \u2013 who would have guessed that Social Media Exec would be one of the key creative hires on your agenda? Change. Irrevocable. Exciting. Intoxicating. Full of opportunity.\"}),/*#__PURE__*/e(\"p\",{children:\"Because the fun part is that, with all its capability, with all its speed and efficiency \u2013 Ai still needs a guiding human hand to make it something that stops us in our tracks. To help it work alongside a brand aesthetic or a shifting trend or as a tool to shape and change the way we think.\"}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s not just in creative craft that we\u2019re seeing a new meritocracy emerge. A new wealth of diversity, input and jumping off points for research is now a ChatGPT away. At a previous agency, we were able to call on 2,000 employees around the globe for localisation \u2013 Now we can offer insight on culture and nuance to even the smallest brand.\"}),/*#__PURE__*/e(\"h2\",{children:\"Ai in action\"}),/*#__PURE__*/e(\"p\",{children:\"And that, to us at Pinpoint, is one of the most exciting parts about the journey we are setting out on with Ai. We were founded in a local area where we knew the people we worked with, and the people they sold to. As we grew, we wanted to keep that mentality. To build it into something we could offer brands \u2013 whether local or multinational, who STILL wanted the power of a one to one conversation in their communications.\"}),/*#__PURE__*/t(\"p\",{children:[\"That\u2019s what\",/*#__PURE__*/e(\"em\",{children:\" Technology-driven, human inspired\"}),\" is all about. The ability to get right under the skin of what motivates your audience and bring it to life in rich, human texture.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Ai gives us the tools and the opportunity to drive that mechanism and we are diving right in. To plug into the data and insights that are often only paid lip-service to. To customise, to target, to join in conversations and learn. To ideate with relevance. To go down rabbit holes together, and drive emotional and financial reward for both PEOPLE and BRANDS with content that truly \",/*#__PURE__*/e(\"em\",{children:\"matters\"}),\".\"]}),/*#__PURE__*/e(\"p\",{children:\"So, where is the human in Ai? Dreaming of where all of this can take us and taking the time to make it brilliant\u2026 And that\u2019s a craft in itself.\"})]});export const richText7=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"The Future of AI in Media is something you may or may not of thought about yet. Generative AI is a new, revolutionary form of Artificial Intelligence that will completely change the way that we create content. A technology that is only truly limited by the creativity of the user.\"}),/*#__PURE__*/e(\"p\",{children:\"Artificial Intelligence is not a new concept. It has slowly integrated itself inside technology systems for years now \u2013 Virtual Assistants like Alexa, targeted advertisements and \u201CFor You\u201D pages sprawled across social media are just a couple of modern examples. All designed to improve quality of life, accessibility and efficiency.\"}),/*#__PURE__*/t(\"p\",{children:[\"Generative AI enables computers to learn the underlying pattern related to an input, and then use that to generate \",/*#__PURE__*/e(\"strong\",{children:\"brand new content.\"})]}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s now in a position where it can drive efficiency directly within the content we create. Image generation tools such as Midjourney and Stable Diffusion can create worlds from words. Language models like ChatGPT offer unprecedented, bespoke and direct support. The imagination and word play of an artist can now be manifested visually, empowered by these technologies.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"150\",src:\"https://framerusercontent.com/images/DN2mOFFTp1KbSTSU6ns25aHvM.png\",style:{aspectRatio:\"167 / 300\"},width:\"83\"}),/*#__PURE__*/e(\"p\",{children:\"But how can we create ground-breaking content more efficiently without compromising on quality? Can we automate the arduous manual tasks to give us more time on where it matters most?\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"Whilst Generative AI is an incredible tool, borderline witchcraft in-fact \u2013 the novelty can wear off quite quickly, and more importantly, how can an image of \u201Ca group of cats wearing jeans\u201D be utilised effectively, or even at all, within our day-to-day content creation for our clients?\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"150\",src:\"https://framerusercontent.com/images/5eVsujhieHXexQtltGYdCYArqk.png\",style:{aspectRatio:\"297 / 300\"},width:\"148\"}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s ultimately up to the individual \u2013 how they choose to utilise the tech, the creativity they show in generating hundreds of assets and pulling them together to create visual masterpieces that would otherwise have been way out of scope and budget. The time, the place and the platform that these assets exist in. The ability to unlock new markets for clients through creative thinking and efficient execution.\"}),/*#__PURE__*/e(\"p\",{children:\"Artificial Intelligence should be a tool. Much like what Photoshop is to image editing. A tool to help you fulfil your creative vision more efficiently.\"}),/*#__PURE__*/e(\"p\",{children:\"GoFundMe recently developed their end of 2022 Brand Film directly through the use of AI. Monster Energy are utilising LumaAI\u2019s capabilities in video and 3D Scanning in their marketing campaigns. World-renowned music artists such as ASAP Rocky and Danny Paola are utilising Animation Generation with Deforum in their music videos, creating the most amazing stylised look in one tenth of the time.\"}),/*#__PURE__*/e(\"p\",{children:\"This is all ultimately scratching the surface as to what is possible today. Going beyond image generation \u2013 music generation through words, 3D models through words, targeted social copy through machine-learning, entire content strategies through the guided hand of Artificial Intelligence.\"}),/*#__PURE__*/e(\"p\",{children:\"This year alone will be so exciting for the development of AI. This is not something on the horizon, this is directly disrupting daily workflows of artists, and it\u2019s unlocking massive potential in the world of media and content creation.\"}),/*#__PURE__*/e(\"p\",{children:\"I am certainly excited by it. I\u2019m committed to integrating AI technology into as much of my daily workflow as possible. Not only does it allow me to get more done, it allows me to focus my time on the differentials of a project \u2013 the parts that truly matter, the finer details, that bespoke treatment that all projects deserve. I\u2019m also excited for others to embrace the power of AI as well, and the accessibility it provides to allow all individuals to bring their worlds, their creativity, their ideas to life.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"\u201CThe world is made of words, and if you change the words, you change the world\u201D\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]});export const richText8=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"In a world of social change identifying the correct social media for your brand, business or\",/*#__PURE__*/e(\"br\",{}),\"lifestyle can be hard! We all know what happened when people bet on Myspace right?\",/*#__PURE__*/e(\"br\",{}),\"Facebook came along\u2026\"]}),/*#__PURE__*/e(\"p\",{children:\"The team at data-driven content marketing agency PinPoint Media are well versed in platform change and the identification and delivery of campaigns for brands and organisations such as Gloucester Rugby Club and The Royal Air Force.\"}),/*#__PURE__*/e(\"p\",{children:\"So, who better to ask than PinPoint Media\u2019s team of social strategists just what platforms we should all be betting on over the coming months and years.\"}),/*#__PURE__*/e(\"h3\",{children:\"BeReal\"}),/*#__PURE__*/e(\"p\",{children:\"BeReal, a platform initially aimed at Generation Z and developed around using both the back and front camera on your phone simultaneously, will rise through the ranks and has already started to see adoption with Millennials. Because of the uproar around most social platforms focusing on selling to its users through branded adverts, it\u2019s refreshing to see an authentic approach to social engagement, that teamed with the focus on authenticity and reality this is certainly one to be picked up if you want to communicate to loved ones quickly, simply and without sending an essay on whatsapp!\"}),/*#__PURE__*/e(\"h3\",{children:\"WeAre8\"}),/*#__PURE__*/e(\"p\",{children:\"WeAre8, a platform that gives the power of data back to the user. Enabling brands to upload content and pay per second to focus groups as it\u2019s viewed and engaged with this platform is commercially focused but with an ethical approach and clear mission statement, WeAre8 say \u201Cout mission is to democratise digital advertising, putting people and the planet at the economic centre\\xa0of the multi-billion-dollar digital ad ecosystem.\u201D \u2013 whilst not a social platform that will likely rival the giants out there, it is one that will change perception and the acceptance of what \u2018data\u2019 really means.\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"h3\",{children:\"TikTok\"}),/*#__PURE__*/e(\"p\",{children:\"TikTok, whether you watch TikTok\u2019s or make them you will certainly have heard of them! The future for TikTok however as a growth platform is hard to call, with such astronomical uptake and hugely advanced algorithms the adoption has been vast both for brands and consumers.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"br\",{}),\"With the low barrier to entry for content creators and brands alike we\u2019ve seen huge growth for our clients accounts and phenomenal returns on their investment but is it sustainable? With 50% of Generation Z using TikTok as a search engine and 70% of TikTokrs saying they find new products and brands through the platform we think we\u2019re yet to reach the top of the TikTok iceberg, however, growth over the next year may not be as rapid as that of the past 24 months.\"]}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"h3\",{children:\"YouTube Shorts\"}),/*#__PURE__*/e(\"p\",{children:\"YouTube Shorts, for brands and content creators well versed with TikTok this is the platform for you to jump straight into. We all know what YouTube, the world's second largest search engine is, but what are \u2018Shorts\u2019 well, like TikTok they\u2019re YouTube\u2019s answer to short form, vertical video content. According to a SemRush report we pulled, some 27.6B people visit YouTube per month spending on average time on the site of 27 minutes 08 seconds.\"}),/*#__PURE__*/e(\"p\",{children:\"When looking at the content consumed on TikTok vs YouTube the numbers are telling. TikTok averages 23.6 hrs per month per user whilst YouTube averages 23.2 hrs per month per user. This marginal difference is why YouTube have rolled out \u2018Shorts\u2019. We think this will grow phenomenally over the next few months and years not least because of the SEO benefit to brands and business alike.\"}),/*#__PURE__*/t(\"p\",{children:[\"To find out more about what social channel is right for you or your business head over to\",/*#__PURE__*/e(\"br\",{}),\"PinPoint Media\u2019s website where they\u2019ve plenty of insight and case studies.\"]})]});export const richText9=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"Figures show that Reels makeup 22.1% of content distributed on the platform, but showcase the highest reach and likes figures. Even after the entire Kim and Kylie movement and Instagram promising the revert back to the old algorithm, but instead woke up and chose violence. From the metrics released, it appears as Instagram are still gradually pushing their Reels agenda covertly, but content distribution from users is currently not matching the update which is why it\u2019s \",/*#__PURE__*/e(\"strong\",{children:\"prime time for brands to take advantage\"}),\".\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:\"Here are 5 tips to amplify your efforts when it comes to producing Instagram Reels.\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"The little details\"})}),/*#__PURE__*/t(\"p\",{children:[\"When Instagram releases features within Reels, it\u2019s to improve your content natively but also hold some form of algorithm rank. Although minor, effect filters are something you could experiment with. Instagram loves to compress beautiful videos, and one of the most popular effects is \",/*#__PURE__*/e(n,{href:\"https://www.instagram.com/ar/609463630307809/\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"\u2727 4K quality \u2727\"})}),\", which picks up quality after the compression. There are thousands of effect filters to try, so it might be worth having a gander.\"]}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"Additionally, use between 5-15 hashtags, split across these 3 categories:\"}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgb(23, 28, 33)\",\"--framer-text-stroke-width\":\"0px\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Broad topics with a high quantity of content\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"More refined topics with a smaller \u2018pool\u2019 of content\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Niche hashtags that are focused and specific, probably with a smaller \u2018pool\u2019 of content\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Remember captions hold SEO value too and could contain searchable keywords, but within fast flowing platforms like TikTok and Reels, the caption is normally bypassed by the audience. You have 40 characters (including spaces) to make the audience click to read more.\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"\u2018Add Yours\u2019 Reel stickers\"})}),/*#__PURE__*/e(\"p\",{children:\"Those of you who have used Instagram Stories are familiar with this new feature which is now available on Reels.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"Now it\u2019s no surprise that when a platform releases a \u2018new\u2019 feature, it automatically gains traction when used due to algorithmic updates. You can access polls, images, quizzes, sliders, GIFs etc\u2026 on Reels, meaning that this will add new levels of interaction for creators/brands.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"Add topics\"})}),/*#__PURE__*/e(\"p\",{children:\"Instagram is testing a new \u2018Add Topics\u2019 option within the Reels uploading process with the aim to help you reach other users who share your interests.\"}),/*#__PURE__*/t(\"p\",{children:[\"(\",/*#__PURE__*/e(\"em\",{children:\"source: \"}),/*#__PURE__*/e(n,{href:\"https://twitter.com/MattNavarra/status/1566751396145180677\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:/*#__PURE__*/e(\"em\",{children:\"Matt Navarra\"})})}),\")\"]}),/*#__PURE__*/e(\"p\",{children:\"This is a great feature to showcase your content to a more engaged, interested audience, which in return could potentially help to boost your Reels performance. A great method to help you connect with more people who are interested in your content or brand.\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"Trending audio\"})}),/*#__PURE__*/e(\"p\",{children:\"When you are browsing Reels, you will often see \u2018\u2019 instead of \u2018\u2019 next to the audio on the very bottom left. This means that audio is currently trending on Reels. If you tap on the audio title, it will give you the option to save the audio, then select it within the audio section on Reels, like the image below.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Attempt to source trending audios with 2-6k Reels created, meaning if the audio does go viral or pick up traction, your content will get served to more people. That does not mean you only have to use trending audio, if you spot a sound that would fit your content perfectly, use it.\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"Adapt to analytics and keep a consistent posting schedule\"})}),/*#__PURE__*/e(\"p\",{children:\"The most overlooked part of successful strategy on social media is consistency and adapting to your audiences\u2019 needs.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"Whether you post once a week or five times a day, maintain that schedule to the best of your ability. Consistency gives the audience a reason to follow you rather than just buying, and forgetting about you. It also helps bring your brand to their top of mind by repeatedly seeing your brand on their feed over a long period of time.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"Keep your strategy agile, look at insights and analytics to see what content themes are working, what content pillars are most effective and what your audience is engaging with. Constantly adapt your strategy to ensure it is resonating with your audience.\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"Why Reels? Why Now?\"})}),/*#__PURE__*/e(\"p\",{children:\"Majority of the time, Instagram is the first platform people use to research a brand on socials due to the visual nature and layout. According to GWI\u2019s 2022 Social Trends report, 64% of people discover new brands/products through social media research. And with each digitally native generation getting more integrated with socials, 16-24 year olds are already conducting more product research on social media than on search engines.\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"Now that Instagram are pushing for discovery and prioritising short form video content, hopping on the Reels movement now will pay off for brands in the long run and could be compared to joining the TikTok bandwagon in 2016.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"You might be thinking why focus on Reels when I can make TikToks. Well TikTok\u2019s algorithm is always praised for serving you content that you want to see, but is extremely fickle from the creators perspective. As most people use the \u2018For You\u2019 algorithm instead of \u2018Following\u2019, content is not always distributed accordingly, meaning that not all your content will get a fair shake. It\u2019s just the nature of the beast. Our other blog touches on the fact that on TikTok, you are forgotten as quickly as you went viral.\"})]});export const richText10=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"You may have seen in the news recently that Gen Z is now using TikTok as a search engine more than they\u2019re using Google. Personally, I don\u2019t understand how TikTok can compete with Google. In my opinion (contrary to what TikTok stands for) the platform is too slow to be used as a search engine. If you want a quick answer, Google will show you results within 1 second, and you can usually absorb that information equally as quickly. Whereas with TikTok, you\u2019re required to\\xa0 watch through videos which could be up to 10 minutes long, and may ultimately not even provide you with the information you\u2019re seeking. My patience simply couldn\u2019t handle that.\"}),/*#__PURE__*/e(\"p\",{children:\"There is a huge audience for mental health and social media cleansing on TikTok (ironically). Videos explaining how detoxing social media has changed someone\u2019s life, helped\\xa0 them achieve their dream body, or earn \\xa35 million overnight. These storylines, you may be surprised to hear, are not always true. However, there is a significant amount of trust that audiences put into what they read on social media (especially amongst Gen Zs).\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"So by combining those two points, you could be onto a winning formula depending on your business objectives. You have a platform with an audience ready to learn, as well as one that trusts you. What more could you want? By creating content that is subtly informative, answers questions and is funny, you could be onto the perfect marketing tool for your business.\"}),/*#__PURE__*/e(\"h3\",{children:\"TikTok-ers are getting bullied & no influencer loyalty\"}),/*#__PURE__*/e(\"p\",{children:\"By now, most TikTok influencers have been active on the channel since lockdown (when boredom and an abundance of free time led to a skyrocketing usage of the platform). With this comes a heightened expectation of content, an aversion to change, and potentially a few\\xa0 heavy cases of jealousy. Three years is not a long time to build influencer loyalty when you think back to the likes of big YouTubers who we have watched grow over 10-15 years. It\u2019s a fickle business to be in, and publish one wrong piece of content and your audience\u2019s opinion can switch. This has led to numerous\\xa0 influencers stepping back from the platform due to the bullying. The old saying, \u2018Trust takes years to build, and seconds to break,\u2019 has never been more\\xa0 relevant than it is to social media platforms and the content creators who use them.\"}),/*#__PURE__*/e(\"p\",{children:\"Touching on that loyalty piece (or lack thereof), this is a recurring theme across TikTok. If you create a viral TikTok, first of all \u2013 well done. Second of all, this doesn\u2019t mean you\u2019ve made it. Unlike other social channels, TikTok seems to have this incredible ability of creating a black hole of viral names, brands, and accounts that are forgotten as quickly as they went viral. If you want to succeed on TikTok, you undoubtedly want those big viral pieces but consistency is what will bring your brand out on top. Ryanair, Duo Lingo, M&S \u2013 they all are well known for their TikToks, but not every piece is viral. It\u2019s all about giving it a shot, and unashamedly putting yourself out there (not something human nature particularly enjoys), but worth it for the business shot I would say.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"For this reason, jumping on the back of new trends and catching influencers when they\u2019re new, popular and quite frankly still cheap is potentially the best way to play it. If you look at The Corn Song, currently trending on TikTok, just one charming interview, and that little boy is now working with Chipotle. You don\u2019t have loyalty to him, he hasn\u2019t had the time to offend or upset anyone, but 58 million people have watched it and 8 million have liked it \u2013 so a wise business move to raise awareness and hop on the back of someone else\u2019s fame. The key there is knowing what\u2019s relevant to your brand and as always with TikTok \u2013 an insanely quick reaction.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(n,{href:\"https://www.tiktok.com/@schmoyoho/video/7133362838424341803?is_from_webapp=1&sender_device=pc&web_id=7071278596057679365\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"https://www.tiktok.com/@schmoyoho/video/7133362838424341803?is_from_webapp=1&sender_device=pc&web_id=7071278596057679365\"})})}),/*#__PURE__*/e(\"h3\",{children:\"Dance trends are dying & leave out the forced fun\"}),/*#__PURE__*/e(\"p\",{children:\"Interestingly, despite Meta having a long head start as an advertising platform, TikTok is not that far behind. TikTok may not be quite as sophisticated as IG & FB currently are, but it\u2019s quickly getting there. The pure volume of people utilising the platform allows TikTok\u2019s algorithm to learn faster than Meta had the opportunity to at the early stages of their establishment. However, trust takes time.So despite TikTok\u2019s best efforts, it\u2019s not quite the go-to platform for purchasing yet, but it is swiftly getting there.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"The dancing trends that propelled TikTok to the level it is at now have died out, and unless you have a big enough following it\u2019s going to be incredibly difficult to catapult your brand forward using that method. Those videos have\\xa0 gained a reputation for being slightly toe-curling, so unless they\u2019re\\xa0 seen as \u2018random\u2019, like an unexpected demographic doing the dance, it\u2019s not going to settle well. Using trending sounds, however, is something that I cannot see changing for a long time. Brands such as Ryanair have catapulted their following into the sky by literally just jumping on the back of trending sounds, and having a bit of fun.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(n,{href:\"https://www.tiktok.com/@ryanair/video/7135479838986587397?is_from_webapp=1&sender_device=pc&web_id=7071278596057679365\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"https://www.tiktok.com/@ryanair/video/7135479838986587397?is_from_webapp=1&sender_device=pc&web_id=7071278596057679365\"})})}),/*#__PURE__*/e(\"p\",{children:\"The pretend, forced fun, is too transparent \u2013 and will be picked up by sharp audiences, which could be detrimental to brand identity. If you\u2019re going to try for the forced fun route, you almost want to throw yourself into a \u2019The Office\u2019 style filming, where it\u2019s so painfully obvious it\u2019s been made up, that it can\u2019t help but be found funny. Or go down the M&S versus Aldi #freecuthbert route, and start arguments (even if they\u2019re not real) for traction.\"}),/*#__PURE__*/e(\"h3\",{children:\"Something to think about.\"}),/*#__PURE__*/e(\"p\",{children:\"This is where BeReal is going to be an interesting competitor for TikTok in the not so distant future. It\u2019s no secret that BeReal has been rapidly growing \u2013 the authentic nature of the platform is what audience members are craving. As an advertising platform for businesses, I am still struggling to see how BeReal is going to scope that out, whilst still keeping true to its authentic routes. That said, TikTok\u2019s strong rules around not allowing your ad to be an ad (as in as keeping it as authentic as possible), is obviously succeeding and growing currently. So I would imagine that BeReal is keeping a close eye on this methodology. It\u2019s a really exciting platform to watch and there is an exciting twist to come fairly soon. Watch this space.\"})]});export const richText11=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"512\",src:\"https://framerusercontent.com/images/TJovgAJseYCXhaqaRhANfNp9Q.png\",srcSet:\"https://framerusercontent.com/images/TJovgAJseYCXhaqaRhANfNp9Q.png 976w\",style:{aspectRatio:\"976 / 1024\"},width:\"488\"}),/*#__PURE__*/e(\"p\",{children:\"PinPoint Media design AI Lady.\"}),/*#__PURE__*/t(\"p\",{children:[\"What if we told you that the image above was created entirely by artificial intelligence? \",/*#__PURE__*/e(\"strong\",{children:\"The future of media and content creation is here\"}),\" \u2013 and it has the potential to revolutionise how we design, produce and market content for the foreseeable future.\"]}),/*#__PURE__*/t(\"p\",{children:[\"It\u2019s easy to be cynical about the authenticity of an AI that is capable of blowing your most masterful piece of artwork out of the water in less time than it takes to make a cup of coffee, especially in an industry already influenced so much by hyperbole. However that truly is, in a sentence, what programs like Midjourney are already capable of doing \u2013 \",/*#__PURE__*/e(\"strong\",{children:\"and it\u2019s incredibly simple to do.\"})]}),/*#__PURE__*/t(\"p\",{children:[\"The development of AI Art as we know it today first began around 2015 \u2013 only 7 years ago \u2013 where a class of software algorithm known as \",/*#__PURE__*/e(\"strong\",{children:\"\u201CNeural Style Transfer\u201D \"}),\"was developed. Using complex looking code and a lot of computer processing power, the computer was able to process an image online, manipulate its data, and transform it into the visual style of a second image. For example, if you wanted the \u201CMona Lisa\u201D painting in the style of Vincent Van Gogh\u2019s \u201CThe Starry Night\u201D (because why not?), the algorithm would transfer the visual style of \u201CThe Starry Night\u201D and merge it into the image data of the \u201CMona Lisa\u201D painting, creating a blend of the two.\"]}),/*#__PURE__*/e(\"img\",{alt:\"The Starry Night x Mona Lisa\",className:\"framer-image\",height:\"248\",src:\"https://framerusercontent.com/images/oFRjpm9152GOYfKlBTOMjfb1hUI.png\",srcSet:\"https://framerusercontent.com/images/oFRjpm9152GOYfKlBTOMjfb1hUI.png?scale-down-to=512 512w,https://framerusercontent.com/images/oFRjpm9152GOYfKlBTOMjfb1hUI.png 1024w\",style:{aspectRatio:\"1024 / 496\"},width:\"512\"}),/*#__PURE__*/e(\"p\",{children:\"The Starry Night x Mona Lisa\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/t(\"p\",{children:[\"This new art medium was developed further with the conception of a \",/*#__PURE__*/e(\"strong\",{children:\"\u201CGenerative Adversarial Network\u201D\"}),\" \u2013 a variation of 2 combined Neural Style Transfers that was now entirely classified as \u201Cmachine learning\u201D \u2013 in plain terms, \",/*#__PURE__*/e(\"strong\",{children:\"this AI was purposely rogue\"}),\". The difference now was that the AI could scour through thousands of online images, learn their intricacies, and recreate a completely unique version of all of the images it has just processed.\"]}),/*#__PURE__*/t(\"p\",{children:[\"This new form of media stayed relatively niche for a while, with a few wider publicised exceptions including an incredible piece of physical art by Mario Klingemann titled \",/*#__PURE__*/e(\"strong\",{children:\"\u201CMemories of Passersby I\u201D\"}),\" \u2013 an infinite real-time production of one-of-a-kind AI-generated paintings. These are not predetermined programmed combinations, they are created on the spot by a machine.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"img\",{alt:\"Mario Klingemann titled \u201CMemories of Passersby I\u201D\",className:\"framer-image\",height:\"274\",src:\"https://framerusercontent.com/images/GZwGFtRAMfUiIDWHW8slr67jqGA.png\",srcSet:\"https://framerusercontent.com/images/GZwGFtRAMfUiIDWHW8slr67jqGA.png?scale-down-to=512 512w,https://framerusercontent.com/images/GZwGFtRAMfUiIDWHW8slr67jqGA.png 1024w\",style:{aspectRatio:\"1024 / 548\"},width:\"512\"}),/*#__PURE__*/e(\"p\",{children:\"Mario Klingemann titled \u201CMemories of Passersby I\u201D\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/t(\"p\",{children:[\"Alongside further AI developments such as \",/*#__PURE__*/e(\"strong\",{children:\"\u201CCLIP\u201D\"}),\", an AI that analyses images and labels its data in written English, images across the internet were now being sorted into giant online databases with accurate tags. This birthed the creation of text-prompt based AI image generators, such as Midjourney.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Midjourney\"}),\" is one of a handful of revolutionary programs that creates an incredible image based off a single line of text. For example, if you were to type \u201CRoyal Skeleton\u201D into Midjourney, this is what you would get in seconds:\"]}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"img\",{alt:\"Midjourney\",className:\"framer-image\",height:\"150\",src:\"https://framerusercontent.com/images/e1zzaJ2RZM92wsbTqmE8V4GQhM.png\",style:{aspectRatio:\"300 / 300\"},width:\"150\"}),/*#__PURE__*/e(\"p\",{children:\"Midjourney\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/t(\"p\",{children:[\"Again, \",/*#__PURE__*/e(\"strong\",{children:\"each image created is completely unique\"}),\" \u2013 even if you input the exact same prompt multiple times. In fact, Midjourney is built for the user to get as much accuracy out of their prompt as possible. It firstly generates 4 images from your prompt, each with a slightly different style or composition. You can then choose to receive more variations out of any of those 4 images, or you can upscale them for higher quality images.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"There are custom variables that you can stick at the end of your prompts for even more amazing customisation. For example, \u201C\u2013ar 21:9\u201D will give you an image in a widescreen aspect ratio, \u201C\u2013style 60000\u201D will tell the AI to go as crazy and as abstract as possible with your prompt, etc.\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/t(\"p\",{children:[\"Now that we have established that this is no gimmick, what are some of the \",/*#__PURE__*/e(\"strong\",{children:\"practical uses\"}),\" in our industry that we can get out of Midjourney right now?\"]}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Concept Art\"})}),/*#__PURE__*/e(\"p\",{children:\"This poses the most danger to aspiring Concept Artists \u2013 it really shines in producing amazing proof-of-concepts almost instantly, making iterations far more efficient, accessible, and cost-effective whilst not compromising on quality. This could be particularly useful for Movies, Video Games and Animation. It has the power to visualise your very own fantasy (or non-fantasy) world.\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"img\",{alt:\"Fantasy World\",className:\"framer-image\",height:\"245\",src:\"https://framerusercontent.com/images/2deTZZeg1itHVLKjsfdRdDyUk60.png\",srcSet:\"https://framerusercontent.com/images/2deTZZeg1itHVLKjsfdRdDyUk60.png?scale-down-to=512 512w,https://framerusercontent.com/images/2deTZZeg1itHVLKjsfdRdDyUk60.png 1024w\",style:{aspectRatio:\"1024 / 490\"},width:\"512\"}),/*#__PURE__*/e(\"p\",{children:\"Fantasy World\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Creative Direction / Inspiration\"})}),/*#__PURE__*/e(\"p\",{children:\"Expanding upon Concept Art, Midjourney can be particularly useful for Creative Direction or Inspiration. For example, if you were struggling for ideas with designing a poster, in seconds you can create a concept to steer your ideas and align your focus. You might be struck by the shade of orange used, or inspired by the overall composition.\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"img\",{alt:\"INCEPTION\",className:\"framer-image\",height:\"150\",src:\"https://framerusercontent.com/images/mhn9C0c3vDAhVosfwaEPoEjoUM.png\",style:{aspectRatio:\"201 / 300\"},width:\"100\"}),/*#__PURE__*/e(\"p\",{children:\"INCEPTION\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Logo Creation\"})}),/*#__PURE__*/e(\"p\",{children:\"Midjourney is not just a tool for abstract paintings \u2013 whatever you have in mind to create\u2026you can create!\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"img\",{alt:\"MMonkey\",className:\"framer-image\",height:\"150\",src:\"https://framerusercontent.com/images/0EcO1Blx2aqXvkIRQ5Kpm3jCo.png\",style:{aspectRatio:\"287 / 300\"},width:\"143\"}),/*#__PURE__*/e(\"p\",{children:\"MMonkey\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Texture Creation\"})}),/*#__PURE__*/e(\"img\",{alt:\"Texture Creation\",className:\"framer-image\",height:\"263\",src:\"https://framerusercontent.com/images/24hGOYii6ZiNitifDzsUtCIh48.png\",srcSet:\"https://framerusercontent.com/images/24hGOYii6ZiNitifDzsUtCIh48.png?scale-down-to=512 512w,https://framerusercontent.com/images/24hGOYii6ZiNitifDzsUtCIh48.png 1024w\",style:{aspectRatio:\"1024 / 527\"},width:\"512\"}),/*#__PURE__*/e(\"p\",{children:\"Texture Creation\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"\u201CPhotoshop\u201D jobs with no technical skill required\"})}),/*#__PURE__*/e(\"p\",{children:\"Yes, this is Elon Musk as a dog.\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"img\",{alt:\"Elon Musk as a dog\",className:\"framer-image\",height:\"146\",src:\"https://framerusercontent.com/images/1pieByapAaFnNFKlgznlOzHSmbU.png\",style:{aspectRatio:\"300 / 293\"},width:\"150\"}),/*#__PURE__*/e(\"p\",{children:\"Elon Musk as a dog\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"NFTs\"})}),/*#__PURE__*/e(\"p\",{children:\"A reminder that every single image you create is one-of-a-kind. Midjourney has no restrictions on the usage of images in the Cryptocurrency market. In fact, by default you are the official copyright holder of every image you create!\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"img\",{alt:\"NFT Cat\",className:\"framer-image\",height:\"150\",src:\"https://framerusercontent.com/images/MC9L2Iqcf4flerDfGn6Ga7On4as.png\",style:{aspectRatio:\"294 / 300\"},width:\"147\"}),/*#__PURE__*/e(\"p\",{children:\"NFT Cat\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Other Examples\"})}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgb(23, 28, 33)\",\"--framer-text-stroke-width\":\"0px\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"An unlimited supply of assets available to create\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Great for extremely fast turnaround times \u2013 the average duration for image creation in Midjourney is less than 30 seconds\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"There is no limit on how creative you can get\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"An array of styles \u2013 2D, 3D, Clay, Pencil, Painting,Comic, Origami, etc. Any artystyle you want \u2013 just specify!\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"The potential to go \u201CViral\u201D on social media just got easier \u2013 just like the Elon Musk example above, you can hop on trends in seconds and create striking imagery\"})})]}),/*#__PURE__*/t(\"p\",{children:[\"For further accreditation, \",/*#__PURE__*/e(\"strong\",{children:\"large brands are jumping in on this too\"}),\". Nike recently collaborated with a company to create the first ever shoe design that was NOT designed by a human.\"]}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Innovation is on a rapid trajectory\"}),\", with the capabilities of AI going beyond the constraints of just imagery into\",/*#__PURE__*/e(\"strong\",{children:\" Video Content and 3D Art\"}),\" as well.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:\"This is really just scratching the surface, and really the beginning of a whole new world, and I hope you are just as excited about the possibilities this opens up for the industry moving forward!\"})]});export const richText12=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"With over 810 million users across over 200 countries (211 million in Europe), LinkedIn has become a truly established global platform since its inception in 2003. In this time, the \",/*#__PURE__*/e(n,{href:\"https://blog.hootsuite.com/linkedin-statistics-business/\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"oldest of the major social platforms\"})}),\" has built a reputation as the home of B2B social marketing, and for good reason:\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgb(23, 28, 33)\",\"--framer-text-stroke-width\":\"0px\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/t(\"p\",{children:[\"LinkedIn ads reached over \",/*#__PURE__*/e(n,{href:\"https://www.ecommerce-nation.com/wp-content/uploads/2022/06/social-media-guide-2022.pdf\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"808 million\"})}),\" users in Q1 2022, and are still growing\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(n,{href:\"https://www.ecommerce-nation.com/wp-content/uploads/2022/06/social-media-guide-2022.pdf\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"40%\"})}),\" of all users are active daily\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/t(\"p\",{children:[\"LinkedIn can \",/*#__PURE__*/e(n,{href:\"https://blog.hootsuite.com/linkedin-statistics-business/\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"double\"})}),\" conversion rates\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(n,{href:\"https://blog.hootsuite.com/linkedin-statistics-business/\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"77%\"})}),\" of content marketers say LinkedIn is the best organic platform\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/t(\"p\",{children:[\"However, recently the go-to networking site has seen a shift in its position within the social media landscape, better aligning with the bigger social platforms. This shift is clearly reflected in the rise of so-called \u201C\",/*#__PURE__*/e(n,{href:\"https://www.cosmopolitan.com/career/a38920233/linkedinfluencers/\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"LinkedInfluencers\"})}),\"\u201D, and the addition of the \u201C\",/*#__PURE__*/e(n,{href:\"https://www.socialmediatoday.com/news/linkedin-launches-initial-rollout-of-its-new-funny-reaction/625729/\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Funny\"})}),\"\u201D emoticon to users\u2019 arsenal of post reactions. So, has this change in tone affected the efficacy of LinkedIn as a marketing tool? Let\u2019s find out.\"]}),/*#__PURE__*/e(\"p\",{children:\"First, let\u2019s get the obvious answer out of the way: yes, the change in tone has altered LinkedIn\u2019s position as a marketing platform. But does this mean that LinkedIn is no longer a good platform to market on? The real answer is dependent on a few key factors.\\xa0\"}),/*#__PURE__*/t(\"p\",{children:[\"The foremost of these is a question of \",/*#__PURE__*/e(\"strong\",{children:\"audience\"}),\": do the people you are targeting with your campaign spend time on LinkedIn?\"]}),/*#__PURE__*/e(\"p\",{children:\"Ideally you should know the answer to this question, but if not there are a few approaches you can take to figure things out.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"The simplest indicator is your current performance on LinkedIn \u2013 how well do your posts engage at the moment? If there is clear engagement from your target audience, LinkedIn is probably a strong platform to market through.\\xa0\"}),/*#__PURE__*/t(\"p\",{children:[\"On the other hand, lower engagement does not necessarily mean that LinkedIn should be written off \u2013 it may just be that your approach on LinkedIn needs improvement. If you have a presence on LinkedIn but do not engage well, compare your target audience to LinkedIn\u2019s \",/*#__PURE__*/e(n,{href:\"https://www.statista.com/topics/951/linkedin/#dossierKeyfigures\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"user demographics\"})}),\" \u2013 how well do the two align? Here are some key stats to get you started:\"]}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgb(23, 28, 33)\",\"--framer-text-stroke-width\":\"0px\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"LinkedIn has a 57% Male : 43% Female gender split\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"59.1% of LinkedIn users are between the ages of 25 and 34, while 18-24 and 35-54 year olds make up 20.4% and 17.7% respectively\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Likewise, take a look at your competitors\u2019 engagement, as this is another strong indicator of audience presence. If the industry does not meet its audience well across the board, then perhaps LinkedIn isn\u2019t the platform for you.\"}),/*#__PURE__*/t(\"p\",{children:[\"The next consideration is \",/*#__PURE__*/e(\"strong\",{children:\"subject matter\"}),\", or, to be more straightforward: what you are trying to market.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Generally, LinkedIn is seen as a B2B platform: great for marketing \",/*#__PURE__*/e(\"em\",{children:\"certain\"}),\" things, but if \",/*#__PURE__*/e(\"em\",{children:\"your\"}),\" thing is, say, baby food, you might want to consider your options before committing your resources to LinkedIn. If your business is B2B, there\u2019s a better chance that LinkedIn is for you \u2013 there are approximately 65 million business decision-makers on LinkedIn.\"]}),/*#__PURE__*/t(\"p\",{children:[\"That said, B2C marketing on LinkedIn should not be ruled out, as when done well, it is possible to see success. Just take a look at \",/*#__PURE__*/e(n,{href:\"https://www.linkedin.com/company/thursdaydating/posts/?feedView=allhttps://www.linkedin.com/company/thursdaydating/posts/?feedView=all\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"thursday\"})}),\" and \",/*#__PURE__*/e(n,{href:\"https://www.linkedin.com/company/brewdog/posts/?feedView=all\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"BrewDog\"})}),\" \u2013 two B2C brands who use examples of their own marketing efforts to market on LinkedIn (marketing-ception, if you will).\\xa0\"]}),/*#__PURE__*/t(\"p\",{children:[\"Granted, both of these brands have had their fair share of controversy surrounding their marketing tactics (\",/*#__PURE__*/e(n,{href:\"https://www.thedrum.com/news/2022/03/21/8-times-brewdog-launched-bespoke-beers\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"BrewDog\"})}),\", \",/*#__PURE__*/e(n,{href:\"https://www.thedrum.com/news/2022/04/13/exposure-doesn-t-pay-the-bills-thursday-s-crowd-sourced-tube-ad-exploitative\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"thursday\"})}),\"), but it\u2019s undeniable that these alternative tactics have broadened brand awareness to potential B2C customers within the B2B world. When successfully executed, showing innovation as a business via LinkedIn can build the reputation of your brand significantly amongst other LinkedIn users, providing an alternative way to reach your target audience.\\xa0\"]}),/*#__PURE__*/t(\"p\",{children:[\"The final factor to take into account is your \",/*#__PURE__*/e(\"strong\",{children:\"adaptability\"}),\": how prepared are you to move with the social landscape?\\xa0\"]}),/*#__PURE__*/t(\"p\",{children:[\"The new face of LinkedIn is different. The platform\u2019s mission is to \",/*#__PURE__*/e(n,{href:\"https://about.linkedin.com/\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"\u201Cconnect the world\u2019s professionals to make them more productive and successful\u201D\"})}),\", although some might argue that it has evolved instead into a place for showing others how successful (or virtuous, or hardworking, or relatable) you already \",/*#__PURE__*/e(\"em\",{children:\"are\"}),\".\\xa0\"]}),/*#__PURE__*/t(\"p\",{children:[\"LinkedInfluencers are a perfect example of this, often churning out content designed purely to spark a manufactured reaction, whether positive or negative. Given how fast the social landscape continues to change, it\u2019s likely that LinkedIn is only going to continue to evolve in an attempt to keep up with the likes of Meta, Twitter, and TikTok; all of whom seem to be trying to \",/*#__PURE__*/e(n,{href:\"https://www.bloomberg.com/opinion/articles/2022-05-20/why-everybody-wants-to-be-like-tiktok\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"outdo each other at their own game\"})}),\".\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:\"This means that if you are considering marketing through LinkedIn you need to factor in your ability to adapt to whatever big changes happen next. Failure to do this will risk your business falling into the wall of corporate noise which floats along in the background, ultimately wasting your valuable marketing resources.\"}),/*#__PURE__*/e(\"p\",{children:\"So, to conclude, LinkedIn can be a fantastic platform to market through, but there are certain things you will need to bear in mind if you hope to be successful in doing so:\"}),/*#__PURE__*/t(\"ol\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgb(23, 28, 33)\",\"--framer-text-stroke-width\":\"0px\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Ensure that marketing through LinkedIn will reach your target audience\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Make sure the way you deliver your subject matter is relevant to the platform\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Be prepared to invest fully into LinkedIn as it develops to align with other platforms\"})})]})]});export const richText13=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"We recently teamed up with family-run gin business Sibling Distillery to enhance the brand\u2019s customer journey and increase single click sales.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"Sibling Distillery set up shop in 2014, founded by four, you guessed it \u2013 Siblings. Having watched their parents run Battledown Brewery from an early age the brothers and sisters decided to go it alone. Since it\u2019s founding, Sibling has since taken the Cotswolds and beyond by storm with their unique and delicious liquids, securing on & off-trade listings up and down the UK.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"The award-winning brand are hoping to continue their success with their latest endeavour, \u2018Our House\u2019 their own cocktail and winebar, due to open in August 2022 at the hotly anticipated Gloucester Food Dock.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"We were briefed by Sibling to enhance the customer experience, and increase dwell time whilst allowing interactive shopability and total transparency. The brief was particularly focused on Sibling\u2019s Negroni bottles before being rolled out across the Sibling range.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"In response to the brief, we introduced smart-label and webAR technology into the execution of the project allowing any smartphone user to simply scan the neck label bringing the object to life right before their eyes, in this case, the bottle.\\xa0\"}),/*#__PURE__*/t(\"p\",{children:[\"Cicely Elliott-Berry, one of the co-founders of Sibling said: \",/*#__PURE__*/e(\"em\",{children:\"\u201CThe idea of a Smart Label is especially great for producers like us who have so much to say about our products and only a few seconds to grab a customer\u2019s attention.\\xa0\"})]}),/*#__PURE__*/t(\"p\",{children:[\"Cicely went on to say,\",/*#__PURE__*/e(\"em\",{children:\" \u201CWe get pretty excited about what we do and adding video content to our bottles is a totally unique opportunity for us to \u2018sell\u2019 the brand ourselves to every person who picks up a bottle \u2013 that\u2019s an artisan producer\u2019s dream!\u201D\"})]}),/*#__PURE__*/e(\"p\",{children:\"The technology allows users to interact with the visuals, buttons and noises by moving their phone 360 degrees around the bottle. The operator can interact with multiple pieces of content from video to animation in addition to learning what tonic is best suited to the gin, meet the Sibling team virtually, learn about what botanicals are in the gin and \u2018buy more\u2019 at the click of a button.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"WebAR technology is starting to allow brands such as Sibling to better understand their customers and continue to interact with them both online and offline.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"Harnessing data through webAR such as age, locality, gender and time of day is enabling organisations to better understand their customer base and learn when their physical offline products are being used something until recently only online services could accurately understand.\\xa0\"}),/*#__PURE__*/t(\"p\",{children:[\"Oliver Bruce, CEO & Founder of PinPoint Media said, \",/*#__PURE__*/e(\"em\",{children:\"\u201CCreating a smart label through WebAR for Sibling Negroni Gin proves how versatile and effective this medium is becoming. Bringing the Sibling brand to life we\u2019ve ensured the user\u2019s journey is engaging, seamless and insightful at every touchpoint. As the world begins to embrace Virtual Reality and Augmented Reality we\u2019re starting to see a real demand for an integrated and diverse approach to content marketing, particularly in the d2c markets.\u201D\"})]}),/*#__PURE__*/e(\"p\",{children:\"Other brands adapting to smart label technology include Unilever and a growing number of food and consumer goods companies who are using the digital tool to give consumers easy and instantaneous access to product information beyond what is on the product\u2019s label.\\xa0\"}),/*#__PURE__*/t(\"p\",{children:[\"If you are looking to take your product\u2019s shopper journey to the next level with AR, get in touch at \",/*#__PURE__*/e(n,{href:\"mailto:hello@pinpoint-media.co.uk\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"hello@pinpoint-media.co.uk\"})}),\"\\xa0\"]})]});export const richText14=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Video marketing is an amazing way to engage with people and get your message out there. 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Some of the basics that you need to include are:\"}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgb(23, 28, 33)\",\"--framer-text-stroke-width\":\"0px\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Clear audio in a quiet environment\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Good lighting without shadows or glare shining onto your face\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"A solid background so people can focus on you instead of wondering what\u2019s behind you\"})})]}),/*#__PURE__*/e(\"p\",{children:\"These things may seem obvious at first glance. However, many marketers don\u2019t realize how much more difficult they make it is for viewers to pay attention. As long as you follow these simple rules though and stay true to yourself while doing so, then there\u2019s no reason why your business cannot succeed with marketing videos! \u200B\u200B\u200B\u200B\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Have Your Logo on Every Video\"})}),/*#__PURE__*/e(\"p\",{children:\"This is a simple but effective practice that you can use to brand your business and make yourself more memorable in the eyes of potential customers. A well-designed logo can help you stand out from the crowd and get people excited to come back for more.\"}),/*#__PURE__*/t(\"p\",{children:[\"It\u2019s good practice to make your logo a part of all marketing videos if possible! You never know when someone will run into one of them on social media or elsewhere online, so it is best to be prepared and put yourself in the best light as often as possible. Do not underestimate how important branding really is! You can create your own logo design from scratch if you are good at graphic design, or you can use a \",/*#__PURE__*/e(n,{href:\"https://freelogocreator.com/\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Free Logo Creator\"})}),\".\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Focus On Stories, Not Sales\"})}),/*#__PURE__*/e(\"p\",{children:\"One of the biggest mistakes marketers make is they go into a video expecting it to directly sell something. This has the opposite of the intended effect and just comes across as awkward and forced.\"}),/*#__PURE__*/t(\"p\",{children:[\"Instead, you should focus on \",/*#__PURE__*/e(n,{href:\"https://www.convoconnection.com/blog/how-to-use-storytelling-to-make-meaningful-connections\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"telling stories that connect\"})}),\" with your audience emotionally. The better people feel about what you have to offer, the more likely they will be to buy from you naturally without feeling like they are being pushed or tricked in some way.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Use the First Few Seconds Wisely\"})}),/*#__PURE__*/e(\"p\",{children:\"Every single video you make has to hook people in and get their attention. The first few seconds are critical, as they have the best chance of keeping viewers around throughout your entire video.\"}),/*#__PURE__*/e(\"p\",{children:\"This is why it\u2019s such a good idea to use eye-catching thumbnails or captions that pull people into what you want them to see and hear about. It doesn\u2019t need to be anything over the top, but there should definitely be some kind of compelling image that draws eyes right away so viewers don\u2019t click out before even hearing what you have to say.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Be Honest\"})}),/*#__PURE__*/e(\"p\",{children:\"People can see through lies pretty easily these days thanks to all the technology at their disposal. Therefore, don\u2019t try to pretend everything is perfect when it isn\u2019t! You need to show people who exactly you are and why someone would want to do business with you if your videos are going to resonate with them in a meaningful way.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Be Yourself, But Professional\"})}),/*#__PURE__*/e(\"p\",{children:\"When you are making your videos, it is important that you look and sound like someone who people can trust. You don\u2019t have to be a perfect model of professionalism in every video you make. However, if there\u2019s something off about how genuine or nervous you come across on camera, then this will turn away viewers quickly.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Keep Your Videos Short and Sweet\"})}),/*#__PURE__*/e(\"p\",{children:\"While there\u2019s nothing wrong with longer videos where you have time to tell a story or touch on multiple points, this should not be the rule by any means! In fact, many studies show that shorter versions tend to outperform their long-winded counterparts when it comes to engagement rates for viewers as well as conversions down the line. Keep all videos within about two minutes at most if possible they don\u2019t lose someone\u2019s attention!\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Finally\u2026Always Create a Call to Action (CTA)\"})}),/*#__PURE__*/t(\"p\",{children:[\"The last thing people need is for your video to end with no clear idea of what they should be doing next. Come up with an \",/*#__PURE__*/e(n,{href:\"https://blog.hubspot.com/marketing/call-to-action-examples\",motionChild:!0,nodeId:\"S2f0novjG\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"effective CTA\"})}),\" like asking them to sign up for a newsletter or request them to subscribe! 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