AI marketing: How do agencies use AI?

KI Erfahrung von Stephan Czaja

AI doesn’t do the job, but it can make certain areas up to 184 times faster. For agencies, this means that they can offer their clients significantly more service in less time. While a traditional editorial team used to take days or weeks to create and coordinate content, modern AI tools do large parts of this in just a few minutes. This also shifts the role of agencies: they become more of a strategist and curator, while repetitive tasks are taken over by the AI.

Increase productivity

Today, texts, images and videos can be created much faster than ever before. In the past, several departments had to work together on a project; today, a well-formulated prompt is often enough. Even transcript corrections of YouTube videos or the creation of social media descriptions can be done virtually in real time. This not only enables agencies to produce more output, but also a higher frequency of tests and optimizations. A blog post is no longer seen as a single project, but as part of a continuous content machine that constantly delivers new data.

• Texts in minutes instead of hours
• Processes become scalable
• Faster optimizations possible

AI Avatare 2022/2023

PS: What sets us apart? We were already active before the AI hype. With content spinning software, the first virtual avatars at fashion shows and early automation. This experience shows that technology changes, but the core remains the same – those who understand how tools work early on are ahead of the game. Today, we are ready for the next evolutionary stage in marketing.

Accelerate creativity

There has also been a paradigm shift in the creative process. Where people used to work with brainstorming sessions and lengthy coordination, campaign ideas can now be visualized directly by AI tools. Storyboards, video plans or content days are created at the touch of a button, including suggestions for titles, keywords and even variations for different target groups. This does not mean that creativity disappears – on the contrary: creativity is accelerated by AI. Instead of spending a long time refining ideas, teams have more time to focus on fine-tuning and emotional appeal.

Minimize costs

One major advantage of AI is the drastic reduction in costs. A few years ago, companies had to employ large teams of copywriters, designers or video producers to publish relevant content at a high frequency. Today, many of these tasks can be automated. This does not mean that human labor is becoming superfluous – rather, the focus is shifting: instead of investing budgets in quantity, money is increasingly flowing into strategy, brand management and the creation of truly unique content. AI takes over the craft, humans control the vision.

• Produce SEO content more cheaply
• Teams are relieved
• Focus shifts to strategy

Create texts with AI

AI doesn’t just write texts – it delivers complete content strategies. For SEO of blogs, product descriptions, Google titles and meta descriptions, AI is a real game changer. While copywriters used to spend hours working on structure, wording and optimization, AI like ChatGPT now creates multiple variants in seconds. This opens up a new dimension of testing: Which title brings more clicks? Which description will keep users on the page longer? AI provides immediate data that teams can use to further refine content.

From blog to store optimization

Whether blog posts, landing pages or product pages – the tools adapt individually. Google Titles and preview texts are created automatically and can be imported directly into the CMS or store via XML import. This puts an end to the tedious copy-paste of individual content. Particularly exciting: AI recognizes patterns in search queries and automatically suggests content that is highly relevant to the target group. If you use this, you can build a data-driven content machine in the background that grows continuously.

• Automated content pipelines
• SEO optimization in real time
• Strategy driven by data

Create images and graphics with AI

Fotos machen? So 2026

Searching for stock photos is a thing of the past. Today, AI can be used to generate realistic images and complex infographics using a text prompt. People used to spend hours on platforms like Shutterstock – and often still couldn’t find a suitable image. It was particularly difficult in niches, for new products or for scenarios that simply didn’t exist yet. AI solves this problem by generating image ideas directly. This not only creates unique visuals, but also a consistent visual language across all channels.

Visual content for every platform

Images and graphics can be used immediately for blog articles, SEO strategies and social media posts. The big advantage: every brand can create its own visual world without being dependent on external providers. This not only makes production cheaper, but also strengthens the brand identity because the visual language and tonality can be controlled directly.

Create videos with AI

Content nach Keyword Plan (AI)

Video production days used to be expensive and inflexible. Today, small content pieces can be created in just a few minutes with AI and changed immediately if necessary. Instead of expensive days of filming in the studio, a short prompt is often enough to create a complete explanatory video or even a promotional film. The comparison is impressive: where several weeks of planning used to be necessary, today several versions for different target groups are created in just a few hours. This not only speeds up campaigns, but also makes them much more flexible.

Realistic avatars and speakers

Videoschnitt der AI Avatare

Modern tools can reproduce real people, right down to their voice, facial expressions and gestures. This allows videos to be produced in series without the voice actors having to go to the studio every time. This is a revolution, especially for brands with high content requirements. At the same time, the question of authenticity arises: do customers prefer to see real people or is a perfect simulation enough? This shows that AI not only changes technology, but also the expectations and perceptions of target groups.

Website and store automation

AI is also changing customer service. Instead of waiting for human responses, companies now offer chatbots that are available around the clock. These systems access databases, answer questions and even speak fluently with customers. The advantage is obvious: no one has to wait for opening hours anymore. But there’s more: AI can also act proactively, give purchase recommendations and make individual product recommendations – an area that was previously only possible with enormous effort in e-commerce.

Automated campaign planning

E-Mail Funnel (Automatisierung)

Not only customer service is automated. Newsletter marketing, funnel strategies and A/B split tests are also faster and more targeted. In the past, marketing teams had to plan test runs over weeks and evaluate them manually. Today, AI immediately generates several variants, tests them in parallel and delivers results in real time. As a result, companies gain speed and can make data-based decisions without long waiting times.

Change through AI

Google setzt auf KI statt Suchergebnisse

The world is changing – and so is marketing. Giants like Google have to rethink their business models because new players like OpenAI are conquering the market and other offspring like Worldcoin. Even giants like Meta are investing billions in AI. And alongside the giants are many small tools such as Gauth AI (from ByteDance). In addition, there is more and more augmented reality (AR) such as VR glasses from Meta or Snapchat.

Creators and influencers are also feeling the change: videos can now be created at the touch of a button. This is having an impact on entire industries – from film production and copywriting agencies to traditional photographers. Where expensive hardware and large teams used to be necessary, today a laptop with the right software is often enough.

New opportunities for all

The advantage: Anyone can realize their ideas without large budgets or networks. The boundaries between professional and amateur are becoming blurred. A person with a good concept can now produce the same level of content as a company with a large team – if they know the right tools. This opens up completely new markets, but also changes expectations: Customers are getting used to fast, high-quality content – and companies have to keep up.

What makes the use of AI difficult for companies?

Many companies fail not because of the technology, but because of how they deal with the flood of new tools. Hundreds of AI applications appear every month, only a few of which are really relevant. If you don’t have a clear overview, you quickly lose time and money. What’s more: Not every team is prepared to use AI effectively. The tools are powerful, but they require knowledge, experience and, above all, a good strategy. Without this, they often remain unused or are used incorrectly.

Integration into the company

AI goes far beyond content: CRM systems, recruiting or data analysis – everything can be automated. But without specialist knowledge, the potential remains untapped. This is why more and more companies are relying on specialized consultants to select and implement the right tools. Those who have this expertise in-house can scale their processes, while others get stuck in the jungle of possibilities. In retrospect, the difference is not whether you use AI, but how you use it.

• Too many tools to choose from
• Lack of expertise in the team
• High demand for integration

4 Advantages of AI avatars and automated video creation

4 advantages at a glance, then to the AI avatar guide with HeyGen(AI tool).

Efficiency: Produce in a fraction of the time

Creating videos can often be tedious and costly. AI avatars allow you to produce high-quality content in a fraction of the time. Enter text, adjust settings and the system creates a finished video.

Personalization: Digital twin

AI avatars can be customized to match your ideal online persona. You can customize the look, voice and even the language of your avatar to build a stronger connection with your audience.

Accessibility: Even if you’re not a natural in front of the camera

Not everyone is a natural in front of the camera. AI avatars offer an excellent alternative for those who want to share their ideas without being in the spotlight themselves.

Cost savings: Without camera, equipment, …

Purchasing equipment and booking studios can quickly become expensive. With AI avatars, these costs are eliminated, making it a budget-friendly solution. Compared to a set up YouTube studio, significantly 1) cheaper and 2) faster.

HeyGen guide: A look at the practice

HeyGen is a specialized service that uses these technologies to allow users to quickly and easily create videos with AI avatars. Although there are some limitations in terms of natural representation of human emotions, HeyGen still provides an impressive platform to create digital content effectively and efficiently.

Example video: This is what an AI avatar with HeyGen looks like

Harness the power of AI avatars and boost your presence online – it couldn’t be easier!

Explanatory videos made easy

Explainer videos are a powerful tool for presenting complicated concepts in a simple and understandable way. AI-powered tools can automate this process and help you quickly create professional videos that inform and engage your target audience.

Use on social media for more reach and leads!

By using AI avatars in your videos, you can reach a larger and more diverse audience on social media channels such as TikTok, Instagram and YouTube. Videos with AI avatars are often unique and innovative, which increases the likelihood of them being shared and going viral – a fantastic way to expand your reach and generate more leads.

More tips:

• Explanatory videos

Social media marketing: what does it mean?

On this single page, we can of course not give you a complete, detailed breakdown of which strategies are used, e.g. in the individual social networks, for individual target groups, individual campaigns and individual time periods. But we can give you an impression of the cooperation with a good social media agency.

Analysis (in the workshop) – Who are you? A look at the industry, product(s), target group(s) is the first step on the way to your social media marketing concept. Depending on how much your social brand is already developed, it all starts with a basic understanding, from product to company philosophy, but also a look at existing buyers and target groups, depending on whether you are launching or relaunching a brand. All of this is best defined in person, in a joint workshop.

Strategy, Social Networks, Creatives

Strategy, social networks, creatives – In a social media agency, the concrete measures are created and defined in the second step: The choice of the right social networks, suitable for target group, the creative processes to attract the attention of the target group. Especially in the area of food and beverages, the competitive pressure is high. The right (effective) channels, are therefore all the more value. For the reaction of a single user, you usually have only 0.2 seconds, almost a blink of an eye.

Trends are to be considered in the food industry as well as evergreens. The right strategy mix, from emotions, familiar feelings but also modern elements, makes social media alive, including your community (customer loyalty and referral marketing).

Activities, community, advertising and optimization

Activities, community, advertising and optimization – from the first workshop to the social media concept to the strategy, you already know the way. Now it’s time for the activities in the social networks, depending on whether Facebook, Instagram, YouTube, TikTok or other platforms. In addition to the postings, time periods and content of photos and videos, it is especially about the activation and maintenance of your own community. Exchange, not only positive, but also in the form of criticism, has never been so easy. Perfect for marketing campaigns, information, but also simply new tastes!

Who are you? Industry, products, target group

It all starts with understanding your unique marketing needs.

Industry: Brand positioning and competition

industry – first of all, it’s about clear brand positioning and differentiation within the food industry. From sweets for kids to muesli bars for more energy to energy drinks, each individual sector brings its own unique challenges. After focusing on the positioning within your industry, it’s about the concrete products that should ultimately be the focus of the social media measures.

Product: 90% focus of marketing

Product(s) – which product(s) are high in the prioritization of your measures? From single product types to different variations, e.g. for customers who produce different fruit juices. In large parts, the measures between energy drink and fruit juice are extremely different, mainly due to the different target groups.

Target group: Contact persons and consumers

Target Audience(s) – your target audience (potential buyers) is at the heart of any social media marketing consideration. As already mentioned, you only have a blink of an eye to ensure “attraction” (attention). Depending on the brand, product and measure, various factors are taken into consideration, e.g. interests but also locations, e.g. when it comes to social media advertising. You will find out why later!

Planning (Strategies, Creatives, Timing)

The following is about finding the right strategy and shaping it into the final concept.

Strategy development for connoisseurs

Strategy – Based on the product(s) and target audience(s), the basic marketing strategy is created. Such a strategy includes all creative work, packed in an editorial plan, with text, image or video. The posting periods but also the social networks are clearly predefined. Each action has its own goals, community building, reach building, or maybe just a single campaign. Ultimately, the strategy is your common thread, for employees, agencies but also your own community and of course existing customers (eg promotions).

Channel, target group and competitor analysis

Channel, target group and competitor analysis – your social media strategy can only be created through sufficient experience, best practice projects but also through the various analyses, around the effectiveness of the individual, available social networks, up to the competitor analysis. At which points is it worth jumping on a wave, at which points do you have to provide your own talking points? The better the analysis, the more effective the strategy and subsequent sales.

Analysis, similar to the offline world. Time periods, preferences and much more.

Social media concept: productive and delicious

Social media concept, production and editorial plan from a single source – with a good social media concept you can convert me random customers in the supermarket to real fans. Through the constant connection to your community, you can stay in constant interaction, spread information, but also collect feedback. We do the strategy, maintain the community and of course take care of the production of texts, photos and videos, uniformly prepared for publication, in the editorial plan. Everything from one source, Social Media One.

• Instagram agency
• TikTok Agency
• Facebook agency
• Youtube agency

Activities and Community (organic)

Community – Community management ensures organic reach and creates brand fans. From larger, cross-media campaigns, in interaction with offline or other, digital communication channels, to the daily community management, the postings, comments, reactions.

Organic growth and community building

For organic growth and community building, one thing is important above all else, interactions. The more interaction, the more reach is generated. E.g. if a person comments on your post, a part of the friends immediately sees this comment. Accordingly, the content must activate, whether text, emoji, photo, photo gallery, video or other media preparation (eg 360 ° videos).

Depending on the types of food being advertised, this is where the specifics of food photography come in, the authentic, delicious look of food in visual media.

But organic reach building also means search engine optimization (SEO), for example for e-commerce, especially in the food sector, which is becoming increasingly digital. From food online shops, to restaurant orders, to subscriptions for fruit and vegetable boxes.

Through readable sales figures in the online shop, the scaling of the reach is also directly measurable, e.g. with paid reach(social media advertising). A very important aspect for online shops.

Advertising (paid coverage)

Campaign switching – Paid reach for content, dark posts and evaluation. Whether it’s organic food, vegan food, energy drinks or more remote industries like pet food, advertising on social networks like Facebook, Instagram, YouTube or on Tik Tok will give you the reach you need.

The biggest advantage is that the reach is much more targeted than with classic advertising media (e.g. billboards). Users are adressed based on their interests, their age, their place of residence. This means that the message is targeted at the groups of people, interest groups, age groups that were defined in the social media strategy at the beginning.

Also for e-commerce and Google Ads / Native Ads – our social media agency is your contact for sophisticated campaigns, projects and ideas, not only in Germany, but also throughout Europe and worldwide. Not only in the field of social media marketing, but also with other distribution channels, such as Google Ads or Display Ads, we use to build reach for our customers.

Review and optimization

Optimize KPIs – content, community and campaign analysis with subsequent monitoring and reporting. Just as social networks are constantly evolving – ten years ago there was almost only Facebook as a central social network – ideas and of course individual campaigns must also constantly evolve. That’s why optimization, through analysis, is also part of our core business. We communicate the results with our clients in regular meetings with our social media experts for strategy optimization.

With a focus on performance, how do I build good media channels and community. We also provide the necessary reach and relevance.

Are you planning the relaunch of an existing brand?

Are you planning the launch of a new brand?

You have fresh (organic) food on offer, but are currently still reaching your limits? Then working with a social media agency might be just what you need right now for more performance!

Workshop, Strategy, Workflow – Our Agency

It all starts in the workshop – fruit juice, energy drink, online food store, with our experience and expertise you get your social media management from one source, Social Media One.

Contact and contact person

• Contact

Social media marketing: what does it mean?

We would like to give you a small insight into the work of an agency.

Travel is as individual as marketing strategies

All the more important is the strategy, which only works with good analysis and understanding of your brand, your offers and your target group.

Just a glimpse – In the brevity of this article, we can’t give you an exact breakdown of each action, on each social network, between Facebook, Instagram, Tiktok and YouTube. But. This article will give you a good overview of how working with a reputable social media agency works.

Do you have any questions? Here you will find your contact person:

• Contact

Strategy, social networks, creatives for travel

Strategy, Social Networks, Creatives – As a social media agency, we start with onboarding, then move on to finding the right concepts, summarized in a social media strategy. Who? What? Why? Where? Then it’s on to activities, community, advertising and optimization. After conception and strategy planning, it’s then into the active, daily work in the social networks and with your own community. Whether community building or maintenance, regular communication and interaction is the key.

Understand and inspire desires.

Social Media One – One partner for everything in Berlin, Hamburg, Munich or even Düsseldorf and Cologne in NRW. One partner, for Germany and globally, if you wish.

Who are you? Industry, products, target group

First and foremost, your social media agency needs to understand the subject matter, then it’s off to the joint kick-off workshop.

Step 1: Industry, competition and holidaymaker wishes

Industry – the very last step always starts in dealing with your specific industry. As mentioned at the beginning, between package tours and individual travel are often worlds apart. Sun and sea, mountains and snow, family holidays and singles trips, graduation trips and five-star hotels. This brings you closer to the target groups, but also to your product portfolio.

Step 2: Your portfolio of production / destinations

Product(s) – Moving on to your specific offerings, overall and perhaps just the part to be actively promoted through social media marketing. Also, the precise understanding of the products makes the final conception and strategy in marketing stronger and more efficient.

Step 3: Concrete target group for booking requests

Target group(s) – knowledge of the industry, the specific area, the product portfolio, the product to be evaluated, all of this ultimately has an objective. How do we reach the right target audience most efficiently? Because, target groups are as diverse as the travel industry itself. Simply put, from paradise seaside with green palm trees, white beach and sun to winter holidays in Scandinavian countries, between mountains, fjords and lakes, even space tourism plays a media and increasingly economic role today.

In this way, the industry, products and target group ultimately combine to form the knowledge base for the conception of the strategy.

As you can see, we have to keep this article very general! But this way you can follow the path of collaboration, from the first workshop to community management.

Planning (Strategies, Creatives, Timing)

Strategy – Based on the product(s) and target group(s), a final marketing strategy is created. All the insights gained and the knowledge about your brand, products and target group are incorporated.

Social Media Roadmap: Understanding the Concept

Such a social media marketing strategy includes many aspects, from channel planning, the different networks, communication goals, to cratives for social media apps (advertising). Our clients receive a simple social media roadmap, from which you can read the most important key factors and KPIs.

Channel and target group analysis: Who wants to go where?

Channel and target group analysis – With subsequent consultation and goal setting, you will learn about the individual aspects in the roadmap and strategy paper, dotted. Through the individual channels, as well as TikTok, Instagram, Pinterest, Facebook or on YouTube, to the individual destination groups that should be adressed, from the adventurer who is traveling with friends, to the family, with small child and baby. Accurate targeting is so important in social media marketing.

Targeting in Social Media Advertising: Targeted Addressing

How powerful the tool of direct addressing is, you will see even later in the field of social media advertising, through targeting (exact address based on interests, place of residence ,…).

Social media concept, production and editorial plan from a single source – From posting a picture of a gallery, to your own travel podcast with stories from holidaymakers, a lot is possible in the area of production! The more creative and better differentiated from the competition, the better. As a social media agency, we plan the creative content, but we also produce it. Photo, video, there are no limits to creativity. With a simultaneous focus on efficiency, through precise posting periods and editorial plans, for the orientation of all employees, but also other, external agencies (e.g. advertising agency, PR agency, SEO agency ,…) – You want to know more about the individual social networks? Read more about the four most popular ones here:

• Instagram agency
• TikTok Agency
• Facebook agency
• Youtube agency

Tip. Find employees through recruiting and social ads.

Activities and Community (organic)

Community – Community management ensures organic reach and creates brand fans. Generating real interest in the messages is the big task and objective. You only have a fraction of a second for interest. Because, the next picture, the next video, the next message from a good friend, is just a swipe or a click away. Accordingly, there is a lot of competition when it comes to the attention span of users.

Destinations and itineraries: Content Mix

So the content must be well and accurately prepared for your community. It’s not about quantity here, but quality. This also creates one of the biggest goals of many, virality. Viral means content that spreads among people through the content itself alone.

Community: Brand fans, criticism and recommendation

Furthermore, it is especially about community care, which means interaction, communication, but also the reception of feedback. For some companies even crisis communication becomes important and you surely know the term shitstorm. From pleasant conversation and communication in news to such crisis marketing, everything is part of it. Accordingly, with a good social media agency, you are prepared for all eventualities.

Organic growth: also in e-commerce (SEO)

Organically, but also through search engine optimization (SEO), for example for e-commerce, great success can be achieved in combination with social media marketing activities. Because, especially when it comes to reviewing offers, people very much like to use the knowledge of the community never, within Google. Are there testimonials? Are there reviews? It has always also often search engine optimization, in combination with the activities in the social networks, a central role for tourism.

Here you can also achieve good success, for example, when it comes to the so-called “long tail”. Simply explained: You will not be able to conquer the keyword “holiday” when it comes to the first place in the search engine. With a keyword chain (long tail) it is already a little easier, e.g.

• “Holiday Marbella best accommodation”
• Or also “Top 5! The most popular beach clubs in Ibiza”

Advertising (paid coverage)

Campaign switching – Paid reach for content, dark posts and evaluation. So far, we were still in the realm of organic reach, through quality content. But to really, to also safely, build reach, there is one tool above all: advertising on social networks.

Key figures and measurement figures for bookings

On the one hand, it is possible to predict reach, e.g. when a million people need to be reached, but on the other hand, advertising in social networks has another interesting aspect: the targeted reaching of people. Through the many data that the individual users have deposited in the social networks, they know a lot about your users. Place of residence, age, interests, to name just a few of the more than 2,000 parameters that now flow into such a data collection, per person.

Social Media Ads for Travel

This is exactly what makes advertising in social networks so interesting for companies from the tourism industry, but also for e-commerce and Google Ads / Native Ads, you can fall back on these extremely precise addressing options(targeting). Another great advantage if you also sell your travels online in your own shop: You can measure the succession directly and immediately based on the sales.

That already gives you a little insight into what’s possible with social media ads!

Optimize KPIs: Content, Community and Campaign Analysis

Optimize KPIs – content, community and campaign analysis with subsequent monitoring and reporting. Activities in the individual social networks, communication with the community, social media doctors and individual campaigns, all this is not only created, but of course also optimized. The more data and information available, e.g. the first sales, the more efficient the work becomes. Regular appointments with our social media experts for strategy optimization are therefore also part of our work and service.

Workshop, Strategy, Workflow – Our Agency

It all starts in the workshop – you want to make your social media marketing even more performance oriented? Real brand fans, sales, creative campaigns, it’s all possible and it all starts in the very first workshop.

Tip. Social media for hotels

Social Media Agency for Hotels – Competition is fierce in the hotel industry, whether it’s a resort, big city or trade show venue. But don’t worry, with the right social media agency and strategy, you can only win! No matter whether tourism in Berlin, Munich, Cologne or Hamburg. From community management to referral marketing to ads, Social Media One is your partner for Facebook, Instagram, YouTube, TikTok and the other big social apps. But how does it all get started? Boutique hotel, hostel, grand hotel or even special providers like golf or business hotel, before community building, before ads: First of all, it is always about the right advice and strategy for your hotel or hotel brand!

• Social media for hotels

Social Media for Cruise and Ship Travel

Social Media Agency for Cruises – No other industry has generated such large increases in recent years as cruise tourism. Discovering distant countries, many destinations in a short time, wellness and relaxation on board at the same time. More and more book a cruise for their vacation instead of typical hotels in cities. Accordingly, the competition is getting bigger. Especially 2-ways are extremely effective, search engine optimization and social media marketing. No matter if own channel building with community, ads on Facebook, Instagram, YouTube, TikTok or even referral marketing through influencers. The possibilities are extremely diverse, so we would like to give you a small overview of how the current distribution of users in the social networks is and through which ways you can reach your target audience most effectively.

• Social Media for Cruise

Contact and contact person

We are looking forward to your project inquiry and first information.

• Contact

Insta wants to stay number 3

After Facebook and YouTube, Instagram is number 3 among social networks with well over a billion users. PS: Number 3 apart from the Chinese market, where other apps are used. But TikTok is catching up and approaching the 1 billion user mark.

#foodporn and #travel – in the past, you remember?

Instagram has become famous as the social media network for photos. No matter if it is delicious food #foodporn or photos from the last vacation trip #travel. But since TikTok is gaining more and more market share and especially since the billion dollar investments are now also building up in Europe and the United States, I have to change Instagram as well.

However, unlike Instagram, TikTok is investing heavily in its own marketing. In Europe, they are even showing advertising on TV at the moment. This in turn shows that TikTok wants to expand its users. Currently, almost all users are under 20 years of age.

TikTok Download Figures current

The trend clearly goes in one direction, when looking at the current download numbers:

Number of TikTok downloads from the Apple App Store worldwide from January 2017 to October 2020(in millions)

You can find more statistics at Statista

TikTok impresses above all with its many video contents. Users can use songs by stars and sing or dance about them. The app was formerly called Musical.ly. Since re-branding, things have been going uphill. Of course, you could say that this already exists on YouTube! Right, but in the proven format for 4K TV, desktop, notebook, tablet or at most the smartphone in widescreen mode. Video content in upright format (i.e. mainly mobile) is consumed (new generation) especially on TikTok.

Now that Instagram has already placed the shopping function very present in the app, directly in the main menu, there is another change.

Data capacities and streaming behavior

As already described, photos in particular have made up the social network. So usually the algorithm preferred to play photos and photo galeries. In between there were small videos from time to time, but the focus was clearly on the image material of the users. At that time we hadn’t even reached the 3G network yet, today we were almost at 5G. Real-time data transmission is standard and so, with increasing bandwidth, the streaming behavior of the users has changed.

TikTok has been extremely successful with its mini video clips. Due to the high competition from TikTok, or rather their concept, Instagram is probably forced to play more video content. A very important aspect, after all it means that from now on you need more videos for your Instagram Marketing if you want to be considered by the algorithm.

Only a few days ago, 60% of your photos were saved, currently 95% are videos. So depending on which channels you follow, your own stream consists almost exclusively of videos. So if you do not only follow private accounts, e.g. of friends, you will see more and more videos due to the algorithm. This allows Instagram to stand up to TikTok.

To ensure that you don’t lose reach for your Instagram channel, whether for your own brand or for customers, you should increasingly rely on small videos. Of course, videos are much more challenging than creating visuals. But the change in the algorithm shows that the reorientation is worth it.

Why must Instagram take TikTok seriously?

User migration is now well known due to the development of social networks. In the past, kids used to meet at savings banks or on sports fields; today, people look for their own social network.

As the users of the social network grow older, the next generation will look for a new social network. To prevent users from migrating completely, technical innovations that are very popular must be adopted by the established social networks. The normal game of innovation.

Evolution of social networks

1. Ebay (comment function, social network 0.9)
2. MySpace
3. Facebook
4. Instagram
5. TikTok
6. … Next?

What is TikTok? Users and Marketing

If you haven’t visited the What’s TikTok? app yet, it’s quickest to explain than a video platform. It is specially designed for smartphones. The TikTokkers dance to songs known from Spotify, Charts & Co. This enables a special cooperation between TikTok and the music industry. That’s exactly why the app used to be called Musical.ly. Videos that are published here are usually 10 to 20 seconds long and very entertaining. Colorful filters are used, music is played, dancing and fun is made.

TikTok has now for the first time published numbers for Europe. According to its own information, there are over 100 million users and accounts. Worldwide there are currently about 800 million users, with more than half of the users coming from China.

Advertising on TikTok: Little competition

Proportion of companies using the following social media platforms worldwide in January 2020

TikTok Marketing Agency: Certified

Did you know? We are one of the few certified TikTok marketing agencies in Europe and Germany. If you want to learn more about the social network, read on here: TikTok Marketing.