TikTok Dominated in Cannes Lions, Social Media is Now Mainstream on the Podium

87% of Cannes Lions 2022 winners used social media as a core ingredient of the marketing campaign, states the ‘World-Class Lessons on Social Media Marketing’ by Kurio and Cannes Lions. In channel-specific campaigns TikTok reigns as the winner. 6% of all the social media winners have been constructed for TikTok. More than 5,000 winners have been analysed in the analysis program which has run for ten years. “Our evaluation, ranging from 2012, reveals how social media has develop into an inseparable a part of advertising”, says Jari Lähdevuori, the inventive director of Kurio and analyst-in-chief of the report. “The use of social media in the profitable work has risen steadily over time, reaching a saturation level in the previous few years. It is unlikely that we’ll see a leap in the direction of 100%. For me, the most fascinating half is the deep dive into these winners, the uncovering of the place social is headed.”  The function of TikTok in the Cannes Lions winners has grown. Looking at marketing campaign constructed round one particular social media platform, TikTok was the chief. Of all the winners utilizing social, 6% have been TikTok-first. Trailing proper behind is Twitter (5%), adopted by Instagram (3%), WhatsApp (2%) and YouTube (2%)The metaverse is one other pattern, which is current in Cannes Lions 2022 social media winners. 16% of all social campaigns have been metaverse-related. Most of those tapped into gaming, but additionally AR and VR applied sciences have been broadly used.”Riding the waves of the world’s finest advertising campaigns is naturally a wise transfer – doing it in your individual and novel means, in fact”, feedback Jari. “Another good start line is to take a look at issues which have but to be performed broadly. One of those is placing influencers at the core of the thought. Only 17% of social winners had built-in creators in their marketing campaign thought. This reveals that also, in spite of everything the years of influencer advertising buzz, it is seen as a media alternative and brought under consideration at the final phases of planning course of.”Cannes Lions is the most vital competitors of the advertising & promoting business, and a number one pageant on creativity. The seventieth annual Cannes Lions was held on twentieth – twenty fourth June 2022. The World-Class Lessons On Social Media Marketing report was launched for the ninth time. Our pattern consists of winners in eight specific classes, which differ from one other and showcase a large use of the advertising combine: Brand Experience & Activation, Design, Direct, Media, Mobile, PR, Social & Influencer and Titanium. Altogether these classes had 329 winners.Download the report right here. 

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