Latest news with #Wyles
Daily Mirror
11-07-2025
- Health
- Daily Mirror
One in three adults have taken steps to end their phone 'addiction'
A poll of 2,000 adults found 41 per cent look at their mobiles 'too much' - with 54 per cent doing so for three hours or more every day. Research involving 2,000 individuals uncovered that 41% reckon they gaze at their smartphones excessively – with over half admitting their screen time extends beyond three hours daily. Yet 19% lament that such usage is a waste of precious time. Spurred by this, 35% have slashed or endeavoured to slash their screen interaction or even quit cold turkey. Alternative digital detox techniques employed to reduce phone engagement encompass indulging in 'quiet hobbies', with top pastimes being reading (41%), strolling (35%), catching up with pals (24%), and tending the garden (21%). To replace screen time, some are turning to traditional board games. Kellie Wyles from DFS, which sponsored the study, commented: "There is certainly more to life than our phones and being more present in the moment is key for improving mental health." Wyles further explained: "We live in an era where FOMO is a common part of society, so people are keen to get news and updates as and when they happen – but this can cause them to miss out on valuable downtime." Additionally, the research indicated that 14% of those who think they're on their phones too much have been stuck in this loop for over 11 years. Since cutting down on their screen time, 71% of Brits have seen an improvement in their mental health. Better sleep (47%), feeling more present (45%), and being calmer (42%) are some of the benefits Brits have experienced since putting their phones away. Interestingly, 18% have even noticed they've made fewer mistakes since reducing their screen time. However, 30% confessed they would be most panicked about losing their phone, compared to a wallet or purse (23%) and house keys (18%). Banking apps (65%) were identified as the biggest worry. The survey also revealed that 46% of Brits believe life was better before smartphones. To combat their phone addictions, 13% have introduced digital-free zones in their homes, with another 39% saying they haven't yet but would consider doing so in the future. Creating a calming environment is also a priority, with over half (54%) opting for comfortable furniture, 35% choosing calming neutral tones, 29% incorporating more houseplants, and 28% enhancing their spaces with mood lighting. Meanwhile, one in four of those surveyed, via OnePoll, have a dedicated space for 'quiet hobbies', with the most common being a reading nook (48%), closely followed by meditation areas (37%) and a table for board games or puzzles (34%). DFS and presenter Lisa Snowdon have teamed up to hit the bustling streets of London, inviting people to join her on a sofa and chat about their methods for tuning out from screen time. Captured on video, they unearthed a rising trend of Brits actively engaging in digital detoxes - with tactics ranging from leaving smartphones in separate rooms to owning spaces free from digital devices. In these candid interviews, echoing fresh research findings, Lisa met individuals fully embracing basic activities like country walks, culinary ventures, and quality moments with family and friends - all to engage more with the real world and cut down on their screen usage. Kellie Wyles remarked: "Quiet hobbies are what keeps us grounded in the moment and appreciating the simple things in life. We can often get carried away with what is going on elsewhere and neglect the beauty of simply taking time out. "These moments of calm are often best enjoyed in the comfort of our homes so it's worth investing in creating a space that encourages relaxation, creativity and connection."
Technical.ly
26-05-2025
- Business
- Technical.ly
Want your brand to resonate online? Work with creators who bring more than just followers
In the world of modern marketing, a company's social media isn't just an obligation – it's an opportunity to collaborate and reach larger audiences. Working with content creators can be a way for brands to capitalize on that opportunity, said panelists at 2025 Builders Conference panel on how to work with independent creators. Brand-creator partnerships can offer major benefits, but when companies move away from traditional marketing, they also risk running into common pitfalls. A collaboration with a content creator isn't just about generating likes and hashtags; it can add soul to a company's online presence, said panelist Calan Wilson, a Philadelphia-based artist and startup founder known as Calan the Artist. 'When it comes to the [brand-creator] relationship, you have to show up and understand… that we give cultural capital,' Calan said. 'I find [brands] very boring, very dull, very dry, because that's what they have to be but we can be anything that we want.' Rather than dictating what creators should say and how to say it, panelists encouraged brands to approach these relationships with flexibility and respect. Giving creators room to infuse their own voice and style into the content can be key to a successful partnership. Collaborating with a creator allows companies to present their brand with a unique, authentic voice, said comedian Na'Tosha Wyles, known as TaTa Sherise online and onstage. While it's important to clearly outline expectations in a formal contract, she said it's equally important to trust creators to deliver the message in their own style. An added perk of working with creators is the ability to reach communities often overlooked by traditional marketing. 'You really get diversity through the internet, because that's where a lot of Black and brown voices are free,' Wyles said. 'Traditional marketing doesn't really target Black and brown people as much.' Finding the right creator to bring a brand's vision to life Finding the right creator whose personality and goals align with the brand's message starts with shared values, said Alex Peay, a nonprofit founder and content creator known for his character Pop Pop Bruce Johnson, who has amassed a combined following of over 1.5 million across TikTok and Instagram. While Peay isn't old, his online persona is. Pop Pop Bruce Johnson is a grandfather-like figure for watchers, offering life advice and encouragement in a comedic way. For that reason, the organizations that often work with Peay support mental health, youth development and social impact, aligning with the values his character represents. Businesses can use hashtags on social media platforms like TikTok and Instagram to search for content that aligns with certain relevant topics or audiences, Wyles said. Companies can also work with influencer marketing agencies that specialize in recruiting and managing a large list of content creators, Calan said. And just like dating, creator-brand partnerships don't always work out. Separation terms should be included in contracts from the start, panelists said. 'We've all been through breakups, business and personal,' Wyles said. 'It can happen. You can break up with a content creator if you need to.' Metrics matter, so pick the right ones to prioritize While follower count can be an attention-grabbing number, other metrics often have more impact on the long-term success of a creator-brand partnership. Impressions and engagement frequently matter more than raw follower numbers, Wyles said. A creator with a smaller but highly engaged audience can create deeper connections and greater influence than someone with a large but less involved following. This type of engagement is measured by the number of comments a post receives, how often it is shared and the amount of time followers spend viewing it. However, if creators are bringing soul to a brand that can be hard to measure, Calan said. 'Be loose with the metrics, but understand the goal,' Calan said. 'I think a lot of brand partnerships that I've worked with, they didn't understand what they wanted, and I didn't understand what they wanted.' Short-form content is first, but algorithms are constantly evolving Short-form content rules most platforms, panelists unanimously agreed, and it's often the most effective way to reach audiences. 'Until someone is super famous, it's always going to be short-form content,' said Wyles. Platforms like TikTok, Instagram Reels and YouTube Shorts reward consistency and snappy storytelling. But how short is short enough? That depends on where it's being posted, said Peay. On Instagram, videos under a minute tend to perform best, while slightly longer content can work well on TikTok. With that said, long-form isn't dead. YouTube is doubling down on longer videos and show-style content, Peay said. 'If you want to [post] on YouTube, think about it like a show, like a campaign that you're actually doing with that creator,' Peay said. 'I would say it really depends on the platform that you're using.' Timing can also influence a post's performance. Wyles said she often posts early in the morning, between 5 a.m. and 7 a.m., to catch people scrolling before work. Consistency is also important. Peay said he discovered that posting on Instagram around 12 times per month was optimal, but trying the same frequency on TikTok caused him to lose followers. Ultimately, success requires trial and error. 'It's a numbers game,' Peay said. 'These algorithms are something, but it's about testing things out.'
