Ljiljana Ivošević: It’s All About the Moments

Ljiljana Ivošević

In an interview for CorD magazine, Ljiljana Ivošević, Regional Strategic Director at UM, points out some of the interesting findings in the wave 9 study.

How we communicate on social media has never been more important, for ourselves, the brands or  politicians. The constant change inspired UM to launch the largest global social media research 12 years ago with a clear goal: to track user growth and the growth of the importance of the new media phenomenon. Naturally, with the growth of social media, grew our desire to understand them better and learn how to help grow our clients’ brands.

Ljiljana Ivošević, Regional Strategic Director at UM Agency, explains: “Wave 1 launched in 2006 primarily focused on the evident rapid growth of social media users who communicate online. From one Wave to another we covered different topics: how the social media changed the form from predominantly textual to audio-visual, as their significance in shaping the opinions of groups of peers and colleagues strengthened, and the need of users to communicate with brands on social networks, etc.“

Wave 9 research was conducted in 78 markets with 52,326 respondents representing 1.5 billion active Internet users – those who use the Internet every day or every other day, and influence the growth and development of social media, those who adopt platforms and tools, and ultimately decide which will be dominant. In Wave 9, as the name “The Meaning of Moments” says, we are dealing with the detection of moments in which our consumer is the most receptive to our communication and we learn how to make our communication more relevant at that moment.

“Wave 9 reveals, for example, which moments are most relevant to the communication of the cosmetic brands, which media channels does the target group use when in need of information about the products, which online platforms to use at those moments and on which devices. Furthermore, Wave reveals how, in those moments, the target group feels and what it needs to be satisfied, which is an extremely important information for creating specific communication. We can now analyze these moments and find out which are more frequent or intense than others. On the basis of this data, we choose the channels (and devices), and adjust the communication. Wave 9 provided us with 9 catagories of such data and over 200 moments related to them. All these moments are implemented in the agency’s Moments Tool which we use in strategic planning and optimization of the media plans.” Ivošević ads.

Messengers – the fastest growing communication channel

The data related to media consumption isn’t surprising. Online channels are the best when we want to communicate with friends and share our experiences, television is mainly used for entertainment and relaxation, print media still fulfill our needs for information, although their role has been primarily taken over by their digital editions. Smartphone is undoubtedly the dominant device. However, larger screens (PC & laptop) remain our first choice when we want to consume longer texts and videos, learn or research. Smartphone prevails when we need some information at once, and it also largely takes on our digital social life.

Messengers are the fastest growing communication channel: from 53% in Wave 8 to 69% in Wave 9. This is the platform for which the experts predicted failure due to the emergence of “lucrative” social networks, but it returned integrated into larger social platforms and clearly reflected our need for instant reaction and instant responses.

Facebook still number 1, Snapched is rapidly growing

Snapchat recorded a 40% growth in the number of users younger than 24 in the region, from 30% in 2015 to 42% in 2017.

Facebook is still the # 1 social network used daily by 83% of active Internet users, but the number of so-called facebook-nevers users is on the rize. Instagram, however, is fastest growing with the users at the age of 35: from 26% of those who used it at Wave 8 at least once a week to 53% of users in Wave 9.


The original publication can be found at: CorD magazine