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Articles by Louise Alestam
How to appeal to older audiences online
There is one group in society that has a particularly bad reputation online. References to old racist uncles and confused grannies on Facebook are the stuff of legend in many jokes and memes. Undeservedly so. The over 50s are a force to be reckoned with online: according to research, 71% look for health advice on the internet, 77% shop online and 72% have social media accounts. And let’s not forget demographics.
How social insight can help you understand the job to be done
I was late to this party. (It started in 2016 but better now than never). A recommendation drew me down a rabbit hole until I found ‘Competing Against Luck’ by Clayton Christensen et al. It’s the origin of the Jobs to be Done theory. If you know, you know. But if like me, this is news to you, here’s a quick intro. Clayton sums up the essence of the Jobs to be Done theory with a quote from the famous marketeer, Theodore Levitt. But it’s all too easy for us to lose sight of this.
Why you can’t have brand purpose without social insight
Pop quiz. Why does your organisation exist? You can recite your company’s “why” easily, can’t you? For today’s consumers, a brand’s values and beliefs matter. A recent study found as many as 82% of consumers make purchase decisions with purpose in mind. So, to build a strong brand, you need to identify, embody, and articulate – what your brand stands for besides making money. This is how you connect with that 82%. Brands struggle to put purpose into practice. Only 11% reportedly manage.
Going viral: the psychology of how and why we share on social media
It’s 2008. And the boys of South Park are trying to break the internet. The episode “Canada on strike” revolves around four misfits who want to make money fast by trying to become viral video stars. The children put up a video on YouTube that becomes an instant hit and go to the imaginary “Colorado Department of Internet Money” to receive their earnings. Cue lots of jokes on internet trends. The scene is a veritable who’s-who of internet sensations of yesteryears.
What can TikTok teach us about immune health?
TikTok is massively underused for insights. It can help you understand what consumers are buying, why they’re making the choices they do and how you can better appeal to them. So we’ve researched the topic of immune health to show you why you need to be using TikTok data, what sort of insights you can gain from it, and how brands might use this information to better connect with customers. Overall, we can see that there is a strong interest in boosting immune health on the platform.
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