The Download- May 27, 2022

The Download- May 27, 2022

The Download- May 27, 2022  

About The Download  

Every Friday, we will be breaking down our top five picks for everything happening in the digital space, from new tools and algorithms on socials to valuable industry insights. Be sure to follow us on social media for updates!  

What’s Trending?  

1. Reddit partners with “Love Island”, allowing fans to interact with the show through their online community 

Love Island’s eight season is nearly upon us and it’s clear that the producers are changing strategy to improve its brand image and reach a wider demographic.

Besides ditching the fast fashion brands, Love Island has partnered with Reddit, providing new access, exclusive content and a virtual ‘firepit’ for users to discuss the show.  

The r/LoveIslandTV community has grown in recent years, and this will only increase this year with the new partnership. However, this is not the first time we’ve seen brands partner directly with channels. This year, TikTok partnered with the Six Nations rugby union tournament for the first time, providing a home for exclusive content. 


2. Say hello to the new and improved, “Twitter Create”  

 After its’ initial release four years ago, Twitter Create is back with a focus on empowering digital creators to help “shape the culture”. 

Twitter’s investments into the site focus on improving the experience of creating and distributing content on the platform for creators, and identifying best practices based on social media expert case studies and guidance. Twitter’s emphasis for increasing monetization opportunities for creators curtails the increased awareness of creator frustration with the platform.  

Amongst the changes being discussed at Twitter, one thing is for sure- there is a desire to attract creatives to publish unique content that seeks to compete with more creative social outlets. Stay tuned… 


3. Google announces new Ad tools at its Marketing Live event  

Google’s newest investments for online advertisers seem to be following the trends in social. In line with the short-form video trend, Google is continuing to see success with YouTube Shorts amongst changes and new layouts for Responsive Display Ads, improved analytics, new ad testing options, and more. 


4. Meta announces “Recurring Notifications” from businesses for Messenger platform  

In its’ first ever ‘Conversations’ conference earlier this month, Meta announced a new messaging rule which would allow businesses to send notifications (sales, too), updates, newsletters and other content to users who allow it. 

Users must opt-in for these messages, so businesses ‘can reach customers at any moment in their journey’. Businesses could really scale and look to messaging for increasing brand awareness and direct lead generation. However, businesses should be cautious in their messaging strategy, to avoid the likely potential to spam and annoy a user to the point of no return.  


Event Highlight 

5. Building a TikTok Strategy That’s Right for Your Brand | Thursday,  June 16 | 2 PM ET 

Whether you are new to TikTok, or in need of a revamp- identify whether your brand should be investing into the fastest-growing platform. Register here.  


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The Download- May 27, 2022

The Download

April 22, 2022

About The Download  

Every Friday, we will be breaking down our top five picks for everything happening in the digital space, from new tools and algorithms on socials to valuable industry insights. Be sure to follow us on social media for updates!  

What’s Trending?  

1.New Kid on the Block: the newest app taking Gen-Z and Millennials by storm  

The BeReal app is the newest social media application being downloaded at record levels by Gen-Z and millennials. The app encourages users to post themselves in their ‘real’ and authentic state, shadowing away from carefully curated, aesthetic-first profiles taking over popular apps like Instagram.  

People are encouraged to share what they are doing in real-time and works by using both front and back facing smartphone cameras to share where you are and what you are doing. It also addresses increased sharing activity, as users can only see what their friends are sharing once they share their own real-time activity, although a user is encouraged to share just once a day.  

The French app is already being installed on mobiles globally and is in the top 5 app downloads in the US, UK, and France, with monthly active users climbing to 315% since the beginning of 2022. With the meteoric growth of TikTok last year, it is too early to tell whether the BeReal app is a passing fad or here to stay.  

2. TikTok announces Interactive Add-Ons to make the most out of your In-Feed Ads  

TikTok’s advertising offering has become more interesting with the introduction of various interactive elements, or “add-ons” to include in your advertisement’s video content. TikTok’s logic for employing these features is based on data of ‘brand engagers’ who interact with content on the platform and connect with businesses, leads to more online searches of brands and products to convert sales.  

TikTok makes it easy for advertisers to decipher which elements they should be using by separating add-ons into Standard or Premium categories. There is no difference between ad spends for these categories but marketing goals, whether that they concern driving clicks and conversions or building online communities.  

With TikTok monthly active users heading towards 2 billion, it is no wonder why TikTok is investing in unique features like add-ons to capitalise marketers’ interest.  

3. Mark Zuckerberg’s “holy grail” device for transforming technology into the Metaverse  

Meta has been developing Augmented Reality (AR) glasses in hopes of cementing the Metaverse and Meta hardware as the biggest ‘game-changer’ in tech. Dubbed, Project Nazare, the vision for the product includes the ability to communicate and engage with holograms of other people in the Metaverse, which Zuckerberg believes could become the better version of video calling using mobile devices.  

Plans for this device includes a first-generation model to come to market by 2024 and subsequent models to be released in 2026 and 2028. With the viability of the Metaverse and other virtual tech still in question, could these glasses really be the next iPhone of this generation?  

Insight of the Week  

4. To hashtag or not to hashtag?

A new report finds that Instagram hashtags do not increase post views on Instagram or help increase engagements. Rather, hashtags should be used to categorise content and help make content discoverable on the platform.  

Event Highlight 

5. Conversations by Meta. May 19th, 2022. 

Want to communicate better on Meta’s platforms? Learn from In-house experts through a series of sessions and demos on the messaging tools your business can utilise to connect with customers and enable growth on social platforms. Sign up for the virtual event here.  

Contact Information  

For more information, contact  

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Big Jet TV: How to watch jets and influence people

Big Jet TV: How to watch jets and influence people

Like many of you, last Friday, while taking shelter as Storm Eunice battered the UK, I found myself gripped to my laptop screen as I watched countless jumbo jets make furtive and fraught attempts to land several hundred tonnes of steel safely in gale force winds. I was able to do this thanks to the efforts of Big Jet TV’s very own Jerry Dyer, as he narrated several hours of flights with a giddy thrill and abandon not seen outside of Martin Tyler commentary for Aguero’s last minute winner at the Etihad in 2012.


His effervescent charisma and natural enthusiasm for the subject at hand shone through, as he streamed a variety of aircraft landing in treacherous 70 mph winds, punctuated with a blokey bonhomie and a general bemusement at the sudden interest in his channel.


At its height, his videos reached over 200,000 viewers, and we were treated to Jerry’s nonplussed responses to the increasing media requests and celebrity mentions on Twitter, in addition to his cries of encouragement to the under-pressure pilots.


Eunice really did turn out to be a perfect storm for the popularity of Big Jet TV; a country forced back inside once again, tired of the misery of the 24-hour news cycle, fatigued by a lack of integrity in our public figures, seeking communal joy after two years of solitude. What we needed was Jerry bellowing “GO ON SON” at the pilot of an All-Nippon Airways flight.


With Big Jet TV registering viewing figures for which some satellite channels would kill, it reminded me of another unlikely influencer, in the form of “Francis Bourgeois”. Francis, or Luke to his parents, became a doyenne of TikTok through his series of trainspotting videos. Trainspotting, for the uninitiated, is a deeply uncool pursuit that has been a longstanding cultural punchline. Trainspotters are derided as a matter of course, and certainly would be the last subculture one would expect to discover a social media superstar.


However, Francis, with his infectious enthusiasm and eccentric charm has become one of the fastest rising and most unlikely influencers. Francis now has recorded videos with members of the Jonas Brothers, appeared in a The North Face x Gucci campaign and has subsequently signed with YMU Group talent agency, home to as disparate a group of celebrities as Gary Barlow and Claudia Winkleman. It’s a long way from standing on a windswept flyover waving at the 12:20 to Bristol Parkway.


His impact is a lot more than mere pop culture status, though. Since 2021, Google searches for “steam train experiences” have increased by 110%, with many industry experts attributing this to his incredible rise in popularity. Quite an impact for a trainspotter.


So, what is it about these two men with extraordinarily niche pastimes that has caused the nation to take them to their collective heart? The answer is, quite simply, authenticity.


Their genuine zeal for the subject at hand, no matter how indifferent the public are toward them usually, allowed us into their world and connected with us in an entirely uncynical way. With the rise of “virtual influencers” such as Lil Miquela and Lu do Magulu, the question of authenticity in the world of influencers has become a pertinent one.


Why would people take the endorsement of a virtual influencer seriously if we know the sole reason they are endorsing the product is because a brand manager programmed them to do so? (a more cynical person than I might suggest that this is also the case for innumerate other influencers)?


When we undertake an influencer mapping project here at Madano, we seek to not only identify those individuals who have a standing in the specific community to be able to influence, but those who are credible. Having a platform from which to shape debate is one thing, but without the authority to ensure your audience takes your views seriously is entirely another. So while we can’t all be a Jerry Dyer or Francis Bourgeois, we can certainly take inspiration from their authenticity.


To better understand online influence and how it impacts your organisation, please get in touch with Ben or one of our expert digital team at

What will trend in digital next year?

What will trend in digital next year?

What are the digital trends we’ll see in 2022? We asked members of our digital and also our technology teams what they expect to happen next year. Find out what they had to say below.

1) Social audio turns up the volume

With the launch of Twitter Spaces, social audio has finally hit the mainstream, with brands and influencers eager to take advantage. Inherently experiential in nature, it drives a captive audience who are keen to not miss out on timely content. However, brands should be wary of potential damage from aligning with potentially chaotic proceedings. Equally, publishers will need to take responsibility for safeguarding, while also delivering measurable insights for brands as it increasingly becomes part of the mix.

2) A virtual reality check for Metaverse

Much has been made of Mark Zuckerberg’s dream of Metaverse, and with the newly renamed Meta employing 10,000 staff to work on the project, it’s clear that it will be a central focus for the social media giant in the upcoming years. Many futurologists have excitedly pointed out the possibility of NFT crossover, but is this little more than a pipedream? The expensive price point to engage with the platform, and the lack of interaction with other planned rivals (Epic Games are planning something similar), means another walled garden for fanatics and not necessarily a fundamental shift in how we access social.

3) Subscription saturation

At what point is enough, enough? In the beginning, the lure of platforms such as Netflix was that it had most of the television shows and films you’d ever want to watch. Now we find ourselves having a NOW TV subscription to watch Succession, Apple TV to watch Ted Lasso, as well as Gousto boxes for when we go hungry. The media has been relatively slow to turn to the subscription model, but now we’ve seen the rise of platforms such as Patreon and Substack, which is simply adding to the long list of direct debits each month. Will this mean that journalists and writers are able to create their own community and make revenue from it in the long run? We’re not convinced. This subscription saturation point may push users back towards aggregators such as Apple News, which provides you with all the news you want under one subscription. If only the entertainment industry regressed to such simplicity.

4) Getting regulatory grips on artificial intelligence

In 2022, the UK Government will publish a white paper on how it plans to regulate and potentially legislate for the use of AI technologies, recognising that their advanced use is now stretching the limits of existing frameworks. For the UK’s tech and digital sector, this is an important indication of how the UK plans to act post-Brexit. AI is a sector the Government hopes to see the UK lead in, and to do that it will attempt be more pro-innovation than the EU’s advanced but strict approach, and more hands-on than the US light-touch but comparatively earlier stage regulations. The recent launch of a new Algorithmic Transparency Standard for the UK’s public sector, one of the world’s first, indicates the Government will not shy away from using AI technologies but does expect to have clear expectations in place.

5) Digital advertising will continue to increase

As the United Kingdom enters Plan B of its COVID-19 response, marketers will be quickly rethinking their strategies ahead of the Christmas break and the start of a new year. With footfall dropping in city centres, people stuck at home isolating and no end in sight, it is no surprise that Zenith have forecast that digital advertising will account for over 60% of global ad spend in 2022. The battleground has been set, and those that are quickest and smartest will win. Just look how Peloton won recently, following the Sex and the City spin off. Whether you’re catering towards a B2B, B2C, or even B2E audience, companies will need paid advertising at the centre of their strategies, because without it, not only are you reaching a small percentage of your current audience, but you’ll be also drowned out by those who are ahead of the curve.

To learn more about our digital team and contact us for support, click here.

Also, follow Madano on LinkedIn and Twitter to keep up to date with the team and our latest news.

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