Okay, these advice guides are still somewhat controversial, and yes, many factors and elements can play into this data that would impact performance against your own brand.
But generally speaking, they can help – and this week Sprout Social released its latest information on the best times to post on Facebook and Twitter, based on performance insights from the 30+ customer base. 000 Sprout.
Again, this isn’t prescriptive – it’s not to say that all brands will definitely see peak performance if they post at these times (it’s also worth noting that the times listed at all CSTs, although they are relative to your local time zone). But if you were looking to tweak your posting process to improve performance, or perhaps build a more effective strategy, these times, based on current engagement trends, might be a good place to start.
First, on Facebook – according to data from Sprout, the best time to post your latest update on Facebook is 3am, Monday through Friday.
” That ? 03:00? What is that ?
Well, there are various factors that would play into that.
First of all, at 3 a.m. there are probably a lot fewer people posting, which means less competition in the feed. This could mean you get early engagement which then helps improve the reach of your message, and for example at 9am when more people are online, that early response could then help ensure your content is then shown to even more people.
Sprout also notes that times are listed in CST, and 3am CST is also:
- 9:00 a.m. British Standard Time
- 10:00 a.m. Central European Time
- 6:00 p.m. Australian Eastern Standard Time
So because you’re considering global engagement, you also need to consider regional variability – that is, you’re not just reaching people in your time zone.
According to Sprout’s user base, this could be a big factor, so it’s worth analyzing who you’re reaching, geographically, in your Facebook Insights as well.
But as you can see in the graph, 3am Monday-Friday sees better engagement, while Tuesdays 10am and noon also generate good response.
Sprout further notes that the worst day to post on Facebook, in terms of engagement, is Saturday, with Sunday not looking much better.
It is worth considering in your experiments.
On Twitter, engagement data from Sprout suggests the best time to post is 9:00 a.m. Monday, Tuesday, Wednesday, Friday and Saturday.
It seems people are more inclined to log on to Twitter at 9am to catch up on the day’s news – except on Thursdays when everyone, I guess, is looking forward to the weekend instead?
The data likely reflects the real-time nature of the tweet stream and how people use the app to catch up on the latest developments, which might be worth factoring into your planning.
Sprout says the best days to post on Twitter are Tuesdays and Wednesdays, with Sunday being the worst for tweet engagement.
Overall, the data provides interesting insights for your own experiments. But again, this is not prescriptive, and there are many factors, as noted, that relate to your audience and how your community interacts with your content.
But it can make you think about your publishing approach, which could highlight new opportunities.
Sprout also posted industry-specific breakdowns in its comprehensive overviews of Facebook and Twitter engagement insights.
The world is in geopolitical upheaval. Russia’s invasion of Ukraine has displaced millions of people and threatens global food security. Elsewhere, refugees have fled Syria for their lives to Sudan, on perilous journeys to safety or asylum.
In such circumstances, people quickly leave their homes, often without valid passports or other identification documents. This can quickly lead to short-term financial exclusion. To mitigate this, fintech companies are looking for ways to ensure people can access the information they need to quickly rebuild their lives.
Kateryna Danylchenko is CEO of the International Bureau of Credit History (IBCH) and has experienced both sides of this difficult situation. Since the arrival of the war in Ukraine, it has closed its offices, evacuated the staff and took refuge in France.
She says: “With limited or no documentation and no access to certain bank accounts, refugees and migrants often faced a brick wall when trying to find employment, accommodation or make payments in their host country.
“Since the start of the conflict in Ukraine, the rapid progress in fintech over the past few years has allowed me to continue to access basic financial services, whether it’s opening an account in an alternative digital bank , to send money to family and friends, to book temporary accommodation, or to be able to identify myself to landlords.
Fintech solutions have also allowed Danylchenko to top up her cellphone account so she can communicate with friends and family. It also meant she could buy plane tickets for a woman and her daughter, whom she had met in a Kyiv shelter, allowing them to move to Madrid.
But given that IBCH is a Ukrainian subsidiary of fintech company Creditinfo, a credit rating agency focused on mining alternative data in emerging markets, Danylchenko also sees firsthand how it can be used by fintech companies. to help refugees when a big challenge remains identity authentication.
Creditinfo works with central banks, international monetary organizations, banks and other financial institutions to enable refugees in Poland, Moldova and the Baltics to access credit reports that replace this identity information.
Danylchenko says fintech initiatives will continue to play an important role in Ukraine – and beyond – in facilitating access to basic financial services for refugees. But she argues that while developments such as open banking and open finance have offered better connectivity within regions, financial services and transactions are increasingly international in nature.
Danylchenko says fintech companies are well positioned to provide better cross-border compatibility, but she warns this will only happen if governments and central banks follow the potential and do more to provide international bridges.
“The war in Ukraine has highlighted how cross-border financial connectivity is not as strong as it could or should be,” she adds. “If a country is excluded from a global payment infrastructure or if you know that your customer data (KYC) and credit history cannot be shared across borders, it is often people fleeing war who have difficulties in accessing funding during their resettlement”.
Mikkel Velin, co-CEO of integrated finance provider YouLend, also sees KYC as a big deal, given strict identification requirements that can exclude refugees from mortgages and business finance. Fintech, he suggests, offers an answer by focusing on more streams of data that can be analyzed much faster.
“The main problem is discrimination and misunderstanding – perhaps unconscious – regarding the data needed in the 21st century to determine whether someone is eligible to access certain products and services,” he says. “Broader data sources and an open banking system can allow banks and lenders to make more concrete risk assessments.”
Elsewhere, other companies are solving different problems. For example, cheqd provides a technology that allows people to take control and ownership of their data, known as self-sovereign identity (SSI) or decentralized identity. A similar SSI solution was previously piloted by Tykn – now a cheqd partner – enabling the Turkish government to optimize and speed up the issuance of work permits to refugees and then store validated documents in a digital wallet.
Another critical area that fintech companies need to consider in the event of a conflict is the enforcement of global financial sanctions, such as those imposed on Russia. Many fintech solutions are being deployed to prevent fraud in this area, with start-up SEON recently raising $94m (£77m) in funding for this purpose. The war in Ukraine is now driving demand for anti-fraud solutions to counter sanctions evasion by politically exposed persons.
SEON CEO Tamas Kadar discusses how machine learning is democratizing fraud prevention and detection, enabling the fintech to ensure stringent measures enable compliance with current sanctions.
“Fintech companies can do their part to help cut off some of the resources that are going back into the hands of unsavory players,” he explains. “Without careful management, fintech companies could soon find themselves used to circumvent these sanctions.
“Without the right strategies and technologies in place, such solutions have the potential to be exploited. The fallout would not only affect individual fintech companies, but could lead to the industry being viewed in a negative light by some.
Gabriel Hopkins, chief product officer at Ripjar – which was founded by former GCHQ technologists – agrees. The company uses AI to fight financial crime by automatically identifying risks from data and transforming institutions’ approaches to know your customers and anti-money laundering (AML) solutions.
Hopkins admits that the implementation of these sanctions is “extremely complex” given the links between Russian individuals and companies with Europe and the United Kingdom. This presents a huge regulatory challenge for the industry, including for fintech companies such as neobanks, which are 100% digital and use online apps and platforms rather than branches, and others that trade across borders. international.
He argues that banks and other financial institutions must have a “balanced sanctions and watchlist management approach” to ensure “100% adherence” to global sanctions lists while using other supplemental lists for insight. holistic risk.
Part of the puzzle to solving this problem involves machine learning and advanced analytics to automate the screening process, he says, with next-generation name-matching software ensuring that banks and financial players can: “Maximize true positives on global sanctions and watchlists and minimize false positives.”
But to get there, Hopkins highlights a big breakthrough that will be vital and urgently needed: fintech companies are operating a range of language systems.
He adds: “In the future, there will be a greater need to process matches that include Cyrillic, Asian and other character sets with Western or Latin names and vice versa. Being able to distinguish and make connections between Latin and non-Latin linguistic systems is essential for names that have alternate spellings.
“For example, Vladimir may appear completely different and should be tracked separately, but also treated as the same name.”
NFTs (the famous Non-fungible tokens) are an inescapable reality that pioneering brands are increasingly familiar with.
Although some people are still getting the hang of the concept (if you don’t fully understand what an NFT is, don’t feel like an alien: surveys show that one in four Americans don’t either) , the fact is that this technology is on a meteoric rise (in 2021, NFTs increased by 11,000%). And some brands are adopting very creative strategies and generating equally dazzling results on their own.
Coachella, Super Bowl, Adidas, Dolce & Gabbana, and MAC are just a few of the many examples of brands and businesses that have strategically used NFTs to achieve better results in their campaigns and deliver a different and unique experience to their customers. clients.
In this article, we’ll explore these examples in more detail and show you how brands are using NFTs, what results they’re getting, and what insights you can absorb for your brand, whether or not using these new technologies.
Just to remind you… what are NFTs?
NFTs are unique, distinct, and irreplaceable codes recorded by the blockchain system, the same technology used in cryptocurrencies like Bitcoin and Ethereum.
If you want to know more about the subject, we recommend that you read this article. Now let’s see how brands have used NFTs as part of their strategy!
Coachella Music and Arts Festival and NFT Blooming Flower
If you’re one of those people who loves a good music festival, you probably noticed that April’s big hit was the Coachella Valley Music and Arts Festival. It is a festival popularly known for its duration, which is celebrated for two full weekends, and for the wide variety of artists from all over the world.
This year, in addition to the major attractions and guest artists, a specific attraction caught the attention of the participating public: NFTs. The festival offered all paying attendees an NFT digital image of a flower that bloomed on both Fridays of the festival.
Coachella 2022 also brought other technologies, such as metaverse and cashless payment, to blend face-to-face experiences with virtual marketing, becoming a good example of the importance of engagement marketing in the post-pandemic era.
NFT as event tickets
As you saw in the example above, NFTs provide benefits to today’s entertainment market, such as concerts, movies, and sports, because they are unique, distinct, and irreplaceable codes.
One of the benefits brands can have is generating a collectible for fans, like a ticket. From matchboxes to luxury cars, the collectibles market moves billions of dollars every year and piques the curiosity of people around the world. Some companies have realized the appeal of their consumers for their branded collectibles and have decided to join the passion of physical item collectors to the world of NFTs.
In order to bring the experience of collecting tickets to their consumers, some brands have already decided to launch their tickets in a fully digital version. This is the case of the NFL franchise, which has decided to transform the tickets of its biggest annual event, the Super Bowl, into NFT to collect.
Brazilian football club Vasco da Gama recently partnered with Block4 (a Brazilian company specializing in the creation of collectible NFTs) to issue NFT tickets to fans of the team.
In the world of entertainment, the AMC cinema chain distributed 86,000 NFTs among those who bought tickets for the film Spider-Man: No Coming Home. In the case of the Coachella festival, NFTs have been launched which guarantee lifetime access to the event. This was only possible thanks to blockchain technology.
By using NFT and blockchain technology for ticketing, brands and consumers benefit from security against counterfeiting of the items sold. With blockchain, a unique code is generated on the ticket and this code is easily verified by event organizers, and can even be created as a non-transferable locked code for resale. This proves the authenticity of the ticket and verifies that it is being sold by a legitimate organizer, thus preventing ticket counterfeiting and providing traceability for fraud control.
NFT as Commodity
Fashion industry companies are very enthusiastic about NFTs. Last March, the virtual platform Descentraland organized its first fashion show, creating a completely virtual and immersive Fashion Week. Brands such as Dolce & Gabanna, Tommy Hilfiger, Forever 21 and Paco Rabanne roamed fashion week and the platform generated fan engagement and set new precedents for fashion shows and public awareness. In addition to the experience of participating in a fashion show, the event also sold NFTs of clothing and accessories from the brands present on the shows.
NFT as exclusive
Some companies use NFTs to deliver unique experiences to their customers. This is the case of the Californian winery Robert Mondavi, which decided to launch the first wine label sold by NFT in the world. There are only 1996 collectable and traceable bottles using blockchain technology.
Each NFT wine sells for $3,500 and has a key to unlock a bottle buyback. That would be a potential income of $6.9 million. Not bad is not it ?
NFT for fundraising
Some brands are also known for their performance in social responsibility. NFTs offer new opportunities to change the way they fundraise for the social movements they support. MAC Cosmetics, for example, will be selling collectible NFTs to raise funds to support organizations fighting HIV/AIDS.
NFTs open new opportunities not only for brands but also for non-profit organizations. The United Nations Children’s Fund (Unicef) has launched the sale of a collection of 1000 NFTs to raise funds for the promotion of Internet access for students in schools around the world. Hope for Haiti in partnership with FXG announced the launch of NFT to raise funds for the victims of the earthquake in Haiti.
How are brands doing with NFTs?
Publicity or not, NFTs have been involving large values in the market since 2021, when they moved $25 billion, breaking the record since their inception.
Conscious brands have jumped on the NFT trend and are taking advantage of it. Adidas, for example, moved approximately $43 million from NFT in partnership with Bored Ape Yacht Club, Punks Comics, and GMoney.
In addition to financial gains, brands have achieved branding results with their customers, providing them with exclusive experiences, creating a sense of community and attracting younger audiences more easily in step with new technologies. Breaking down the barriers between the physical and digital universes has provided a series of penetrations into previously unimaginable markets for brands, such as the gaming and entertainment market, and even visibility into social impact actions .