The digital marketing landscape is evolving rapidly with significant updates, such as the insights from Rival IQ’s LinkedIn Benchmark Report and Instagram's global rollout of its Reel download feature. Simultaneously, Google Bard has introduced new capabilities for data visualization and complex computation, enhancing its utility for marketing analytics. 

Quick Answer

Rival IQ’s 2023 LinkedIn Benchmark Report revealed that while the median brand engagement rate is 0.41% per follower, smaller accounts with highly engaged communities consistently outperform larger players, with video content proving to be the most effective format for maximizing reach and engagement. 

Simultaneously, Instagram expanded its Reel download feature globally, allowing users to download publicly posted Reels provided the creator has enabled this setting. Google Bard also enhanced its data analytics capabilities by adding support for step-by-step mathematical problem-solving and for generating charts and tables directly from user prompts. 

Beyond these functional updates, social media users embraced year-end sentimentality through "2023 Recap" videos, alongside viral trends like the humorous "You Too" social faux pas skits and the visually distinct "#noteinshoe" trend, all of which offered brands new opportunities for creative audience connection.

Rival IQ releases 2023 LinkedIn Benchmark Report

On 7 November, social media analytics Rival IQ launched their first annual LinkedIn Benchmark Report, drawing insights from a vast global dataset.

What to take note of from the report: 

The average engagement rate for median brands on LinkedIn was at 0.41% per follower, slightly higher than X, just below Facebook and Instagram, but way behind TikTok.

But what’s more interesting, despite LinkedIn’s middling performance, brands still posted about 3.3 times more on LinkedIn, over twice the posting frequency on TikTok. 

Also noteworthy? LinkedIn accounts with small, engaged followings outperformed bigger players in almost all areas, such as impressions and engagement rate by follower. 

Videos had the most engagement and view rates, overshadowing articles and status updates — no surprises there.

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Brands may see more value in being more active on LinkedIn. Here’s how your brand can stay ahead of the curve: 

Instead of casting a wide net, work to build a small yet engaged community.

Follow video trends closely and apply them to your content. 

Post consistently and regularly.

Instagram Reel Download feature goes global

It’s now even easier to share and download Reels! Instagram now allows global users to download publicly posted Reels, a feature that used to only be available to users in the United States. The option will appear in the Reels "Share" display if a creator has enabled downloads for their clips. 

Downloaded Reels will be displayed with an Instagram logo and the creator's IG handle overlaid on the clip.

However, the feature doesn’t apply to all content.Creators can opt out of enabling downloads for their content in their Account Settings, while privately posted content cannot be downloaded.

Google Bard learns data visualisation

Beyond writing and translation, Google Bard can now assist with data visualisation and computations.

Users simply need to input maths problems or send pictures of them to Bard, and the AI chat service would then help them solve them step-by-step.

Similarly, Bard can also generate charts from data included in your prompts, or tables from your conversations.

This new feature could potentially streamline data analytics for many industries, especially for studying trends and insights in digital marketing.

2023 Recap Videos

In case you couldn’t tell from the release of Spotify Wrapped, 2023 is coming to a close, and people on socials are starting to get sentimental about it. This TikTok trend shows users compile the moments that defined their year, to the tune of a viral TikTok audio, like Coldplay’s Viva La Vida. Check out the video below to see how the trend could work for your brand.

“You Too” Trend

Raise your hand, all those who’ve had the mortifying experience of replying, “You, too” to a server who told us to enjoy our meal. It’s like the grown-up equivalent of accidentally calling your teacher, “Mom.” This trend references that universal moment in wacky skits or photo montages, using a specific TikTok audio for instant recall.

#noteinshoe

This features a dramatic slow-mo of someone’s shoes hitting the ground, then cutting to the person’s sock-clad hands taking out a note from their footwear to show to the camera. Definitely a strange yet memorable way to get a message across.

Frequently Asked Questions

• Can all Instagram Reels be downloaded?
  No, only publicly posted Reels with enabled download settings can be downloaded. Creators can choose to opt out of this feature in their account settings, and private content remains protected.
• What new capabilities has Google Bard added for data analysis?
  Google Bard can now solve math problems step-by-step and generate charts or tables based on data provided in user prompts. This feature aims to streamline data analytics for trend and marketing insights.

Key Takeaways

1. LinkedIn accounts with smaller, engaged followings often outperform larger ones in terms of engagement and impressions. Video content remains the most effective format for driving engagement on the platform.
2. Instagram has expanded its Reel download feature globally, allowing users to download public content if the creator has enabled it in their settings. Private content and content where downloads have been disabled remain inaccessible.
3. Google Bard can now perform step-by-step mathematical problem solving and generate charts or tables directly from user prompts. This functionality enhances the AI's utility for streamlining data analytics and marketing insights.
4. Social media trends currently include sentimental "2023 Recap" videos, humorous skits referencing the "You Too" social faux pas, and the memorable "#noteinshoe" video trend. These formats offer creative ways for brands to connect with their audience.