Makeup artists are returning to the basics of makeup, remembering the red lipstick and the rule of one accent. But they retell the classics in a new way. With styling and manicure the same story. Having honestly watched the shows of all four fashion weeks, ELLE reports on what and how we will wear in the spring-summer 2018 season.

BRIGHT SHADOWS

Byblos, Jarel Zhang

Bright, very bright shadows can rightly be considered the main trend of the spring-summer 2018 season: turquoise, yellow, crimson, orange. You need to use them generously, boldly and forgetting about all the rules of makeup: do not combine with eye color, apply regardless of the structure of the eyelid, blend even over the eyebrows, even up to the temples. The main and only hero of such makeup is color.

Black arrow strokes

Yohji Yamamoto, Lanvin

Classic arrows will never go out of style. But this is not a reason to deny yourself their new variations. For example, dip a flat brush into a cream eyeliner and draw wide strokes on the upper or lower eyelid. Or draw with a soft pencil at the temples. And at the Lanvin show, instead of brushes, cocktail tubes were used - an unusual corrugated finish turned out.

Orange everywhere

Palmer Harding, Sonia Rykiel

Orange is the hit of the season. And we're not talking about the series now. Juicy shades of oranges and carrots will be worn on the eyelids, lips and nails. Separately and all at once. Owners of freckles and red hair are especially lucky: they are in trend without additional investments.

Sequins and rhinestones

Francesco Scognamiglio, Dries Van Noten

After giving us a break in exactly one autumn-winter season, makeup artists are back with suitcases full of glitter. In summer, sequins and rhinestones should be large and silvery. You can (should!) apply them on the cheekbones, lips, in the corners of the eyes, on the eyelashes and even on the hands and hair. It is better to do this as casually as possible, not paying attention to the contours and neglecting the commandments of a real minimalist.

Red lipstick

Badgley Mischka, Ermanno Scervino

Red lipstick has never disappeared from our makeup bags. But next season, unlike the previous ones, the makeup artists gave us complete freedom with regards to texture, method of application and finish. Do you want matte? No problem. Translucent gloss? Easy. A clear contour or the effect of "kissed lips" - please.

Complex braids

Jil Sander, Carmen Marc Valvo

More recently, stylists peeped cunning styling from Cersei Lannister and Daenerys Targaryen, borrowing ideas or shamelessly copying them. Now the make-up artists of the series "Game of Thrones" have a lot to learn from the backstage of fashion weeks. If there is no time and a personal hairdresser to weave flowers and jewelry into braids, make a couple of thin braids.

Back or Parting

Emilio Pucci, Ralph & Russo

Behind the scenes opinions are divided. Some hairdressers smoothly combed the hair away from the face of the models. Others were divided into a straight parting. There is a choice. There are no dissatisfied.

Wet and disheveled

The wet texture, which has fallen in love with past seasons, will be with us in the summer. Only it is no longer necessary to carefully smooth and stretch the hair. On the contrary, put the tongs and croutons aside. Strands poured with gel need to be thoroughly disheveled, as if you plunged into the salty sea on a windy day.

Multiple bundles

Daks, Emporio Armani

One bunch - like a ballerina or a strict teacher - we will leave for another season. In the spring we knit knots of all sizes and levels of complexity, and the more, the better. It can be many tight knots or a couple of tousled ones, made from all the hair or just a part. Owners of long curls, your way out.

colored strands

Pastel coloring is being replaced by richer and deeper tones. It is not necessary to paint the entire head purple or blue. But stylists strongly recommend trying to highlight the color of the bangs, the edge of the hair or the parting. Moreover, for this you will need not persistent dyes, but crayons or overhead strands.

low tails

Erdem, Ulla Johnson

Very smooth, moderately sloppy or neatly curled with tongs - the tail next summer can be anything, as long as it is located on the border of the nape and neck. We use black bows or leather ribbons to decorate the simplest hairstyle in the world.

colored tips

Alice + Olivia, Ashley Williams

And general growth mobile traffic in Russia.

What else distinguished mobile in 2017:

Personal assistants like Siri, the recent Alice by or M by Facebook are becoming commonplace. They will help you find the nearest cinema, explain an incomprehensible term, or suggest what kind of food for a cat is better to take. All in order to collect more data about the user and use this information to display targeted ads.

• Data quality and analysis

Mobile marketing analytics has become more transparent and reliable. Various attribution systems allow you to understand what is happening with the application. For example, Yandex taught applications to measure the return on digital advertising, which flows into traffic to offline points of sale.

The new metric PVL (place visits lift) will help to understand the ratio between visitors who came to the store after visiting the site and those who were not on the site.

2. Programmatic overtakes social media and online video ads

In 2017, the global programmatic market also grew by 31% and outpaced social media and online video ads in terms of growth. In comparison with previous years, the possibilities of programmatic have expanded many times over. The number of players has doubled. Price lists and thematic platforms appeared among data providers for the first time.

It should be taken into account that the programmatic market in Russia is heterogeneous, there are several segments that differ from each other:

• Open auctions

A large number of available inventory can be purchased through open auctions. Banner formats are sold through auto-buy systems.

• Private Deals

There is an option to interact with the site directly in order to buy advertising volumes based on the data you have, as well as using the information that the site provides. A promising type of deal, which will certainly be paid attention to in the future.

• Mobile

Mobile advertising is on the rise. Today, users access the Internet from different gadgets, a large percentage of which are smartphones, tablets and game consoles. But now the market is not developing as dynamically as we would like, already because of purely technical barriers.

• Performance strategies

The popularity of this tool among participants in the RTB advertising market has increased, especially when it comes to offline. Now it is convenient to track not abstract impressions, but real targeted actions. Automatic systems accounting and control of work with clients and leads - CRM, call-tracking - have finally become an almost ubiquitous phenomenon.

We also decided to pay attention to programmatic problems. These include, for example, invisible ad impressions and the threat to a brand's reputation when it is mentioned in a negative context.

A geometric approach will help to defeat invisible impressions. On the page, along with the advertisement, a special pixel is loaded, which allows you to understand where the advertisement is located.

The lazy loading tool works well. Modern browsers load images and content as the user navigates the page.

With this approach, technologies-verifiers are loaded at the time of display advertisement when it is directly visible to the user. And to get the audience more actively involved, you can use both programmatic and retargeting technologies at the same time.

The threat of Brand Safety can also be minimized if, in turn, the reputation of the sites where advertising is placed is carefully monitored.

3. Bloggers have become the new stars

Social networks are strengthening in the position of not an entertainment service, but a full-fledged companion of all fields of activity modern man. Users are overloaded with information, so the main thing now is to stand out in the feed. The average user attention retention time in 2017 was between 8 and 12 seconds.

Users do not want to watch ads, this is not news for a long time. The only way to reverse the situation is to make the message more targeted and the offer interesting for a particular person. Fortunately, advertisers have services for automatic data collection at their service.

Virtual reality has influenced the very format of viewing video content. Now we are not just watching the picture, we are transported to the scene and become active participants in what is happening on the “screen”. The integration of interactive into the image in the very near future can radically change the very approach to communication.

• Bloggers

These guys have expanded influence in in social networks becoming new stars. Perhaps we can say that 2017 was a turning point, when bloggers became known not only among the younger audience, but also among the older generation. They are called on the air of federal channels and even to the State Duma, they are listened to, they influence the information agenda.

The audience wants something more informal, close, understandable, and bloggers respond to these requests, unlike titled stars from TV. The cost of fees for bloggers is getting higher, if it has not already surpassed those whose faces have become familiar on TV.

Advertising also has its downsides. You need to be careful with the content, because the main resource of bloggers is the trust and loyalty of the audience. If the advertising message is too overt, this can negatively affect both the blogger and the brand itself.

• out of home looking

All Internet users do this. Namely, they watch video content of varying degrees of decency at home. This is 95% of the online audience. Further development segment is only possible through out-of-home viewing. The integration of the Internet and interactive services (Smart-TV) will help here. By the way, the segment is growing rapidly, demonstrating growth of more than 30% in 2017.

• YouTube is still #1 in mobile video viewing

The site is in the Top 10 in terms of monthly audience, freely competing with TV channels and leaving Internet competitors behind.

• Nativity and author's content

The growth of their influence is perhaps the main trend not only in the video segment, but in all digital in 2017. User-generated content (UGC) is becoming more and more in demand: 83% at the end of 2016 versus 81% at the end of 2015, in 2017 this figure may become even higher. Brands have already figured out the trick and prefer to place videos in thematic content, in the field of view of users.

5. Esports is starting to attract marketers as well.

Esportsmen are the living heroes of generations Y and X.

More than 10% are sure that they will develop this direction.

Among the categories of brands most interested in promoting with the help of eSports, one can single out IT and telecom. The most common promotion formats are team sponsorship, the use of esportsmen's faces in promotional activities, and situational marketing around esports events.

6. While advertisers are just getting used to the audio advertising segment

See for yourself:

• It is configured in the same way as the banner

By gender, age, geography and interests. But it is most effective for reaching a solvent audience.

• She's hard to miss

More than 97% of the audience listen to the commercial. Also, audio advertising is associated with music or other audio content, which makes it easier to create the desired brand perception.

• Low contact cost

• 3.5-5 hours per week - average time spent on sites covered by audio advertising

And the total monthly coverage is more than 65 million people. To increase the engagement of the audience covered by audio advertising, a companion banner and a ticker are used.

7. He-Who-Must-Not-Be-Named (Spoiler: Blockchain)

You were probably waiting for the blockchain to appear in this text and a description of how the “crypto” will change the advertising market, making it more transparent and efficient. We share this enthusiasm, but it seems that happiness will not happen to us in 2018. And probably not even in 2019.

All this will take, of course, a lot of time.

Therefore, while we are waiting for the appearance of blockchain banners, we should not neglect the existing tools. Moreover, most of the ones we have listed have proven themselves in the outgoing year and will definitely be relevant in the coming year.

In 2007, Google gave the world a service that analyzes search queries, records and stores this data. Initially, the service was available only for the United States, but other countries have been added over time. And in 2013 it became possible to look at the statistics search queries Google in Russia. In order to understand the importance and usefulness of the tool, you need to understand its capabilities. Therefore, let's not waste time and move on from words to action, or rather to practice.

How to use Google Trends

Let's move on service link. The first thing we see is a well-known search bar, it is here that we will enter the queries of interest to us. For example, let's enter the word "Kalina". The question immediately arises, what was the user going to find? A car, a berry, or maybe the lyrics? For such controversial cases, in order to weed out the non-target audience, there is a topic selection function.

Below there is a filter which has the following select functions:

1. The choice of the region of the request. You can specify both country and city.
2. You can set a period to view statistics for a specific year or month, or for the last 7 days (even by the hour), which can be quite useful if you have informational portal, where the latest news is constantly posted.
3. Category selection. Google Trends will offer you its options, but you can also choose yourself from a more complete list.
4. Search direction. Understand where the user tried to find information: in pictures, in videos, news, or a simple search on the Internet.

As you can see on the graph, there is a stable seasonality of the “buy a bike” query, where the peak of popularity falls on May every year, and the dynamics of the Google query is growing every year. It is often found that the rise in popularity can be two or more times a year: for example, tires become relevant both in spring and autumn.

We should also mention the search operators that also work in Google Trends. If you forgot how to use them or didn’t even know, you can read in.

Please note that the graphs indicate numbers from 0 to 100, where 100 is the highest value for the selected period.

Next comes the popularity by region. The darker the area, the higher the frequency. Based on the data, the Leningrad region is the leader in the "Buy a bike" query. You can watch both individual regions and cities. It is also possible to view the history of requests for the selected period in the form of a slide show. The history of query statistics in will be indicated for the selected period in the filter, so if you are interested in history for a different time period, you should change the date in the filter.

At the end, Google Trend gives statistics of similar queries on the Internet. Here you can see the top topics and queries, as well as actively gaining popularity. This information is really helpful. Based on trend statistics, it is worth paying attention to the expansion of the range of tricycles and bicycles of the Stealth brand.

Now that you have a list of queries to focus on, you can compare by brand or type.

Interesting!

Google Trends data is used to estimate flu or other disease activity.

You should also pay attention to the "Comparison". This function makes it possible to compare search queries with each other. Or to parallel the query in different countries. For example, citizens of the Republic of Belarus are more interested in such a question as “presidential elections” than residents of Russia.

It is also possible to compare statistics over time intervals by overlaying graphs in order to understand how this year's query dynamics is relative to the previous year.

Interesting!

Google Hot Trends is an add-on and shows you the latest and trending searches

Let's summarize the statistics of Google Trends queries

We learned that the number of users who want to buy a bike is growing every year. At given request there is seasonality, which begins to grow in December, gains a peak in May and then declines until December. Based on search engine statistics Google queries Trends understands that the prospects for bicycle sales are great, and we know when to expect an influx of customers. We saw that it is better to focus on advertising in the Leningrad, Moscow and Kaluga regions, and in the Vologda and Pskov regions the popularity is much less. And according to Google data, the request to buy a tricycle has a 400% increase.

Expert opinion

At first glance, the functionality of Google Trends is quite simple and primitive. It seems that it is not very informative, but it is far from being the case. This service makes it possible to view the statistics of Google search queries in the past, find out what is happening now and, after analyzing the received data, make a forecast for the future. If you have an online store, then you will be able to understand in which regions it is better to “push” and at what point. If the site is informational, then Google Trend will indicate popular news queries that are skyrocketing right now or find topics that hold high rankings for a long time. It is also a help in the development and expansion semantic core. Be in the search trend and learn to look into the future.

YouTube algorithms operate in such a way that each viewer is offered videos that are interesting to him. This is not an easy task: more than 400 hours of new content are uploaded to the platform every minute. Learning preferences helps Feedback in real time: This allows you to offer viewers relevant content and encourage them to return to YouTube in the future.

Some authors believe that some types of videos get recommended more often than others. In fact, this is not the case: the format of the content is not important. When making recommendations, only whether viewers like this or that video. Here's what comes into play:

• what videos are of interest;
• which videos do not arouse interest;
• how long the viewing lasts;
• which videos get "I liked" and "I didn't like" marks;
• which videos viewers choose to hide.

So, the main thing is to find out what your audience likes. To do this, examine YouTube Analytics reports. From them you will find out how often viewers visit your channel and which videos they watch more often. This will help you understand what kind of content you should create so that your videos appear in the recommendations of users.

Temporary and seasonal changes

Your channel performance may change over time, and this is not a cause for concern. Audience moods are fickle. From week to week, the interest of viewers can grow and vice versa fade away. You should not rush to conclusions - it is best to judge the effectiveness of the channel based on long-term observations.

Experiments

The desire to try something new arises in everyone who is engaged in creativity. When you are just starting out, experimentation helps you find your own style. But if you already have an audience, you need to reckon with its opinion.

If you have been shooting videos in one format for a long time and interest in them has faded, try to offer viewers something else. Find out the new preferences of the audience, and then you will be able not only to keep it, but also to expand it.

You can link up to 200 channels. However, they cannot be used at the same time. In this article, we'll show you how to choose the right channel.

How to switch between channels

Below are detailed instructions how to switch between channels on mobile device and on the computer.

After you log in to your account, you will be prompted to select the desired channel. How to go to it is written in this article.

Here's how to switch to another channel afterwards:

Click on the channel icon on the right upper corner YouTube pages.

Select "Switch Account". A list will appear with your identification Google data and brand accounts you manage.

Select desired account. If the selected brand account does not have a channel, you will be prompted to create one.

You can tell which channel you're using at any time by the name and icon in the top right corner of the page.

I have a channel associated with a brand account, but I don't see it in the list

This means that the Google account you're signed in with isn't listed as the administrator of the brand account associated with the channel.

To learn how to add a brand account administrator, see this article.

How to view channel list in google account

To view all Channels and Brand Accounts associated with your Google Account:

If you have more than ten channels

1. Open YouTube on your computer and click on the channel icon in the top right corner of any page.
2. Select View all.

If you have less than ten channels

To a list of Brand Accounts you own or manage in Google account, includes those that don't have associated YouTube channels. To create a channel for your brand account, click on its name.

How to remove a channel from this list

• Follow the instructions on this page.
• If the channel is associated with a brand account, first remove your account from the list of administrators.

Note. If your address is on the list Email, you can click on it and watch YouTube videos as a normal viewer. This list item cannot be deleted, but it can be used to create new channel. Its name will match your Google account name.