Zoe Cairns – What’s Hot & What’s Not in Social Media Presence Today

What’s hot?

Think how long you spend scrolling through content on your phone each day… is it 5 minutes here as you eat your breakfast, 25 minutes as you do the daily commute, 2 minutes here as you wait for your coffee? It shouldn’t come as a shock that the average mobile user scrolls for an eighth of their day in total. These minutes add up. In light of this, we need to recognise how the social media landscape is changing and how strategy needs to be adapted.

Zoe CAIRNS, CEO at ZC Social Media, International Social Media Speaker, Trainer & Consultant, UK

Speaking at the EL/WLA Marketing seminar, Zoe Cairns addressed just what’s hot in today’s social media landscape and the parts of social media that we can take control of, utilising them to optimise branded content. She focused on social media algorithms and features and just how to make the most of them, fixing on features of Instagram and Facebook that can have a large impact with further understanding.


The Facebook algorithm has changed, there is more engagement than ever – you can like, share, comment, post videos, photos, GIFs, memes – the way in which content can be circulated seems endless! It’s worth noting the way content is generated which enables a community feel to the site, with the popularity of users tagging their friends in comments growing and therefore reaching a wider network than ever before. Through engaging content, users will interact allowing a consumer tribe to grow as a brand becomes more accessible. Facebook’s features now extend beyond a ‘simple’ social media platform. Tools such as Facebook Live, Facebook Stories, and extensions such as Messenger have allowed Facebook to enter a narrative and the ability to play a key part in branded strategy. It is more than a site to connect person to person, friend to friend, rather it is now a tool to connect people to culture, to likeminded people who have accessed the same brands with the same consumer interest. Facebook Live offers instant communication, through viewing someone’s Live feed you are given instant access to that moment in their life, from wherever you might be. This instant presence in one another’s lives is hot in social media, people wants access from all points.


Zoe further went on to note Instagram and the hot on-trend features accessible through this medium. With consumers’ whole lives trackable through one feed it’s no wonder this is territory that brands must tap into. Instagram is, if possible, even more tailored in its detail than Facebook. Content appears, based on who and what you like, not just on who you may follow. A unique feed is created for everyone. This unique feed is specifically generated and tailored to each user. For brands, this means a marketing strategy tailored at those who are already geared to be more susceptible to the brand, who have an active interest in similar entities. From this perspective, social media is a hoard of data, just waiting to be tapped into from every angle – a slightly scary thought for the consumer, but a brand’s dream!

From a consumer’s perspective tools such as this Instagram algorithm that predicts what content, videos and photos, are important to you is still fantastic. Who wouldn’t want personalised content, that they know they are going to enjoy, and that will display things specific to your likes and not your dislikes! The content displayed is based around three main factors, interest, timeliness and relationship, as well as frequency, following and usage. It’s no surprise with so many factors that content becomes so streamlined to the user.

People are creating lives and livelihoods based all around what they can present online, based on what people see. The culture of influencers has never been hotter and is building and building every day. Through features such as the hashtagging tool, Instagram stories and posts, highlights, categories and IGTV content is constant and instant. Any user is a story teller, any user can promote a brand simply by sharing a post.

The features of real time hashtagging tool and IGTV help users create their online life. They add excitement, yet another access point for content in a way that’s exciting, relevant and authentic. Hashtags make posts current, trackable, linkable – they create a network of posts to reach all those interested in a specific thing. It’s said that 8-9 in each post are the prime number to have and these enable users to monitor and measure the performance. How many people have caught on? How many people are using it? One hashtag can spread like wildfire with people joining in the conversation from all areas. A highlight of this particular tool is not only does it allow users to join and create conversations, it also allows people, and brands, to interrupt them. It’s an easy way to see what the competition are using, what’s working for them that is instantly analysable for you.

Zoe Cairns’ main point: you’ve got to keep up with the updates and changes in order to optimise your content to stay on trend, to keep with ‘what’s hot’. Through utilising the tools and features available anyone’s content can be the hottest content across social media channels.

Related Articles

View all



Pensez au temps que vous passez chaque jour à parcourir du contenu sur votre téléphone... 5 minutes pendant votre petit déjeuner, 25 minutes durant votre trajet quotidien, 2 minutes pendant que vous attendez votre café. Il n’est pas surprenant d’apprendre que l’utilisateur moyen d’un appareil mobile passe au total un huitième de sa journée à surfer. Ces minutes finissent par s’additionner. Il est donc nécessaire de reconnaître comment le paysage des réseaux sociaux est en train de changer, et comment la stratégie doit être adaptée.

Lors de son intervention au séminaire Marketing EL/WLA, Zoe Cairns a abordé les toutes dernières tendances du paysage des réseaux sociaux d’aujourd’hui, ainsi que les éléments des réseaux sociaux dont nous pouvons prendre le contrôle, en les utilisant pour optimiser le contenu de marque. Elle s’est concentrée sur les algorithmes et fonctionnalités des réseaux sociaux et sur la façon de les exploiter au maximum, en s’attachant particulièrement aux fonctionnalités d’Instagram et de Facebook qui permettent d’avoir un impact important grâce à une meilleure compréhension. En visionnant le « live feed » de quelqu’un, accessible à la fois sur Facebook et sur Instagram, vous obtenez un accès instantané à un moment spécifique de cette vie, où que vous soyez. Cette présence instantanée dans la vie des uns et des autres est très tendance dans les réseaux sociaux ; les gens désirent obtenir un accès depuis partout. Cela, associé aux plus hauts niveaux d’engagement jamais enregistrés, signifie qu’il n’a jamais été aussi important d’utiliser de nouvelles fonctionnalités afin de rester à la pointe des tendances. Zoe a précisé que le contenu doit être harmonisé et utiliser les modifications et les mises à jour, afin de rester fidèle à ce qui est « tendance ».


Piense en cuánto tiempo dedica a ver contenido en su teléfono a diario… 5 minutos por aquí mientras desayuna, 25 minutos por allá de camino al trabajo, 2 minutos mientras espera a que le sirvan su café… ¿me equivoco? No debería ser ninguna sorpresa que el usuario móvil promedio dedique una octava parte de su día a entretenerse con su teléfono móvil. Estos minutos al final suman. A la luz de esto, está claro que necesitamos reconocer la forma en que están cambiando las redes sociales y cómo debemos adaptar nuestras estrategias al respecto.

En su charla del seminario de marketing del EL/WLA, Zoe Cairns habló sobre las modas actuales en redes sociales y sobre qué partes de estas podemos controlar y utilizar para optimizar los contenidos de marca. Se centró principalmente en los algoritmos y características de las diferentes redes sociales y en cómo aprovecharlos al máximo, escogiendo entre diferentes funciones de Instagram y Facebook que pueden tener un gran impacto si se usan adecuadamente. Al ver el vídeo en directo de una persona, algo que es posible tanto en Facebook como en Instagram, accede instantáneamente a un momento específico de la vida de dicha persona, sin importar de dónde sea usted. Esta presencia instantánea en la vida de los demás es algo que está de moda en las redes sociales; la gente quiere tener acceso a todo. Esto, junto con unos niveles de participación en redes más altos que nunca, significa que este es el mejor momento para utilizar las nuevas funciones y no quedarse atrás. Zoe clarificó que el contenido necesita adaptarse a los cambios y las actualizaciones para poder aprovecharlos, para estar “a la última”.


Denken Sie einmal darüber nach, wie viel Zeit Sie dem Durchsuchen von Inhalten auf Ihrem Mobiltelefon täglich widmen ... sind es 5 Minuten beim Frühstück, 25 bei der täglichen Fahrt zur Arbeit, 2 Minuten hier, wenn Sie auf den Kaffee warten? Es dürfte nicht überraschen, dass der durchschnittliche Nutzer von Mobilgeräten ein Achtel seines Tages insgesamt mit dem Durchblättern von Inhalten verbringt. Und diese Minuten addieren sich. In diesem Zusammenhang müssen wir erkennen, dass sich die soziale Medienlandschaft ändert und welche Strategie es anzuwenden gilt.

Bei ihrer Rede bei dem EL/WLA Marketing-Seminar sprach Zoe Cairns diejenigen Themen an, die in der sozialen Medienlandschaft von heute und in den Bereichen der sozialen Medien angesagt sind, die wir kontrollieren oder zur Optimierung von Markeninhalten nutzen können. In ihren Ausführungen fokussierte sie sich auf die Algorithmen und Funktionen von sozialen Medien und gerade darauf, wie sich diese optimal nutzen lassen, wobei sie das Augenmerk auf die Möglichkeiten von Instagram und Facebook richtete, die bei weiterem Verständnis eine große Auswirkung haben können. Durch das Betrachten der Live-Feeds einer Person, die sowohl über Facebook als auch Instagram zugänglich sind, erhalten Sie einen sofortigen Zugriff auf einen spezifischen Moment in diesem Leben, wo auch immer Sie sich befinden. Diese unmittelbare Präsenz im Leben anderer ist in sozialen Medien absolut angesagt, und die Menschen möchten von allen Orten aus darauf zugreifen. Dies in Kombination mit dem größten Umfang an Engagement aller Zeiten macht es so wichtig wie niemals zuvor, neue Funktionen zu nutzen, um mit dem Trend mitzuhalten. Zoe erklärte, dass Inhalte Änderungen und Aktualisierungen angleichen und nutzen müssen, um mit den „heißen Themen“ Schritt zu halten.

Other Articles

View all

Publication of the European Lotteries CSR GUIDELINES coming soon

All over the world, more and more companies are integrating sustainable standards and policies in order to carry out their business in a way that will better manage their risks, anticipate consumer......

Read more Synopsis: fr / es / de

New European Commission report on evaluation of regulatory tools for enforcing online gambling

The report is a result of a Call for Tender (No 641/PP/GRO/IMA/17/1131/9610) for a Study to “ascertain which enforcement tools EU/EEA Member States use, how effective they are and how the regulato......

Read more Synopsis: fr / es / de

Scientific Games | Instant Games’ Epic Evolution

Instant Games’ Epic Evolution Back in 1978, when instant “scratch” games were introduced in the European lottery market, ABBA and the Bee Gees topped the charts and a gallon of petrol cost £......

Read more Synopsis: fr / es / de

Upcoming EL Seminars & Events

INSTANT GAMES SEMINAR 27-29 MARCH 2019, ROTTERDAM (NL) Instant Games, or scratch card games, are a growth category, without any doubt. EL figures show a continuous sales increase for instant games o......

Read more

Intralot | Trends vs Fads

The idea that change is accelerating is a common place. A simple search for “exponential change” on any internet engine would yield an infinite number of articles on the topic, written by reputabl......

Read more Synopsis: fr / es / de

EL takes part in the OECD consultation on tax challenges of digitalisation

Possible solutions to the tax challenges of digitalisation In March 2018, the European Commission proposed new rules to ensure that digital business activities are taxed in a fair way in the EU. Gi......

Read more Synopsis: fr / es / de

European Lotteries adds new ‘Executive’ Module to its Corporate University ELCU

The ELCU – EXECUTIVE will be held over 1 ½ days and is designed for professional staff from Lottery Operators, Suppliers and Regulators who have sufficient experience to actively and usefully parti......

Read more Synopsis: fr / es / de

IGT | Are the bats & faangs biting yet?

The major players in today’s advanced and emerging markets are commonly known by two acronyms: “FAANGs” ─ Facebook, Amazon, Apple, Netflix and Google ─ and their Asian counterparts, “BAT......

Read more Synopsis: fr / es / de

EL/WLA Marketing Seminar 2019 – Recurring trends of the seminar

Particular themes stood out consistently among the seminar. Certain trends were obvious, trends all of us should be doing all we can to immerse ourselves in this year to stay with the current cultur......

Read more