Alana Claxton – Junior Digital Executive 

This year has been as hectic as ever for the digital industry, and it’s been a struggle to keep up, but like the digital troopers we are, we’ve soldiered on to provide you with the latest and greatest digital gossip. Hold onto your horses, ’cause you’re in for a wild ride.

Roll the Pace Picks!

TripAdvisor is relaunching its website as a ‘travel hub’

In the aim of providing the best consumer experience possible, TripAdvisor has revised its website and app in a big way.

The revamp provides a personalised travel hub, allowing users to follow friends and influencers, save recommendations, and create their own content. Much like a social media platform, each user can create their own profile to post updates and share photos, and a live feed will feature real-time curated content.

The move is in response to research conducted into the most important elements of planning a trip. The main themes included reading reviews, recommendations from family and friends, watching travel videos, reading articles and looking at photos. The CEO and co-founder Stephan Kaufer said the website is “going from the world’s largest travel site to the most personalised and connected travel community ever.”

If they can pull it off, its a great example of an already-huge brand being bold and responding to shifting consumer behaviours.

pace picks tripadvisor

Nike’s ‘Believe in something’ ad causes a stir on social

The latest ad from Nike, produced to celebrate its 30th anniversary, sparked huge uproar on social media after its debut. It was a bold move – the ad features ‘blacklisted’ NFL player Colin Kaepernick centre stage, a man who back in 2016 kneeled on one knee during the American national anthem in protest of racial injustice. Kaepernick has been a free agent since 2017.

In the campaign, the former player references his controversial behaviour in saying: ‘Believe in something. Even if it means sacrificing everything.’ The message has proved divisive on social media, with some hailing it as one of the boldest brand campaigns ever, and others burning their Nike clothing in retaliation.

US President Donald Trump fuelled the fire, so to speak, by posting tweets criticising the brand and arguing that the campaign disrespects the national anthem, the US flag and the military.

Despite this, Nike’s sales increased by 31%, with the campaign earning a 135% increase in social media mentions. They #JustDidIt.

Brands have to be bold to be heard these days, and in the case of Nike, this time it seems to have worked in its favour.

pace picks-nike-kaepernick nike example

Instagram’s co-founders leave amid rumoured frustrations with parent company Facebook

The duo who founded Instagram in 2010, Kevin Systrom and Mike Krieger, have parted ways with the company they built due to reportedly growing frustration with Facebook CEO Mark Zuckerberg’s increased meddling. The co-founders sold the photo-sharing app to Facebook for $1 billion in 2012.

Systrom and Krieger have supposedly disagreed with Zuckerberg on a number of recent changes to the app, including the way posts are shared between the two apps. The pair are ‘planning on taking some time off to explore (their) curiosity and creativity again’.

It will be interesting to see if the departure will usher in a new, even more heavily Facebook-influenced era for Instagram – and if Systrom and Krieger will create a new rival…

That’s it for this month! We hope you’ve enjoyed yourselves, we certainly have. See you again next month!