UM’s Wave 8 Reveals New Language of Content

This morning, UM launched the latest edition of its ground-breaking global research series, Wave, at a packed-out event in central London.

Now in its eighth year, Wave is the longest-running and largest social media tracker in the world, and this year’s Wave 8 – The Language of Content surveyed 50,000 Active Internet Users across 65 countries.  

Wave 8 focuses on the phenomenon of ‘Content’; what it is, why we share it, and subsequently how brands can exploit that information to create more meaningful and effective social campaigns.

Glen Parker, Wave Research Lead, UM, shared the findings to hundreds of clients and industry experts at the St Pancras Renaissance Hotel in central London. He was joined by Creative Director and UM Studios Lead Scott Holmes, and Eric Weaver, Chief Social Officer, IPG Mediabrands G14. Together, they told a story that combined the insights that Wave has generated, examples of creative executions derived from those insights, and the importance of measuring the resulting campaigns in order to put a true value on social content.

Click here to download the presentation, and look out for the full published study early next year. In the meantime, please contact us at if you would like to ask any specific questions.