An Ignoble Experiment: 100M hours of video watched daily on Facebook

Why celebrity influencers aren't the best option | Brands respond to viral #WomenNotObjects video | Wal-Mart, P&G use social influencers to reach female Super Bowl fans

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January 28, 2016

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The Big Story

Why celebrity influencers aren't the best option

(Mike Windle/Getty Images)

Advertising messages that are endorsed by celebrities or athletes resonate the least with consumers, Oracle reports, which is why marketers should use non-celebrity social influencers instead, Fabrizio Perrone writes. The relationship between ordinary influencers and their fans tends to be more authentic and personal, and therefore more useful to brands.

Adweek (1/27)

How to get Social Media Influencers Talking About you
A social media influencer is someone who talks positively about your brand and products on Twitter, Facebook, Google+, Pinterest or any other social media platform. He or she can be anyone from a mom on Facebook who likes to mention her favorite products to a big- name blogger in your industry. Get the tip sheet.

Connecting & Collaborating

Brands respond to viral #WomenNotObjects video

Advertising executive Madonna Badger's viral video "We are #WomenNotObjects" calls out brands such as Carl's Jr., Budweiser and Burger King for how they portray women in their ads. The video has received a lot of social attention, and some brands have begun to respond. "The women in our award-winning ads are intelligent, talented and beautiful professional actresses and models who often reach out to us and voice their interest in being part of our fun, iconic ads," said a representative of CKE Restaurants, the parent company of Carl's Jr.

Advertising Age (free access for SmartBrief readers) (1/27)

Introducing: The Four New Rules of Brand Influence
The landscape has shifted. People simply trust brands less and trust experts more when it comes to deciding what to buy. Discover how connecting with the right influencers and getting them talking about your brand builds relationships and trust, and strengthens influence. Download the eBook

Marketer Moments

Wal-Mart, P&G use social influencers to reach female Super Bowl fans

Wal-Mart and Procter & Gamble have joined to woo female football fans with a social campaign that stars Mama McCourty, the ultimate football mom. The companies have been encouraging social influencers to share their tips on hosting Super Bowl parties with #GameDayTraditions.

Adweek (1/26)

Bissell's cleaning power put to the test in the Puppy Bowl

Bissell is a sponsor of Animal Planet's Puppy Bowl event this year, and a 30-second teaser from Olson shows rescue puppies devouring human food and making a mess in a white room. Viewers can post with the hashtag #PetHappens to prompt the release of even more food before Bissell products are used to clean the space. After the ad airs, posts with the hashtag will prompt a $5 donation to the Pet Foundation until March 31.

Adweek (1/27)

Think you know Millennials? Meet the parents.
Through interviews with 1,000 U.S. parents, we found what brands need to know about reaching Millennial Parents, who command $2 trillion in buying power globally. Think you know what they want? Test your knowledge today with this quiz!

Platform News

Facebook revenue surges amid strong growth in usage

(Lionel Bonaventure/AFP/Getty Images)

Facebook is reporting strong growth across a number of fronts for the fourth quarter. The social network now has 1 billion users on Groups and 100 million daily hours of video viewing as well as 80 million users of Facebook Lite in the developing world. In addition, the company reported total revenue surged 52% in the quarter, boosted by a 56.8% jump in ad revenue to $5.64 billion.

TechCrunch (1/27), Reuters (1/28)

100M hours of video watched daily on Facebook TechCrunch (1/27)

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Measurement Matters

Why social listening is vital for brands

Marketers should leverage social data to better understand consumers, find out what people are saying about their brand and identify audience segments to reach, John Donnelly III writes. Social chatter also provides a way to measure consumer sentiment towards campaigns, Donnelly writes.

Marketing Land (1/27)

Social Shareable

Facebook earnings report puts a price tag on users

Facebook's 1.59 billion users are worth an average of $3.73 apiece to the company, according to a fourth-quarter earnings report. Users in the US and Canada were worth $13.54 apiece, according to the report. The figures are rising with Facebook's overall growth.

The Washington Post (tiered subscription model) (1/27)

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Facebook's ascent before the shift to mobile has enabled a unique opportunity to be much more than a social network.

Josh Constine, writing at TechCrunch

Andy Sernovitz, Editor at Large
Andy Sernovitz is the New York Times best-selling author of "Word of Mouth Marketing: How Smart Companies Get People Talking" and the blog "Damn, I Wish I'd Thought of That!" He runs WordofMouth.org, where marketers and entrepreneurs learn to be great at word of mouth marketing, and SocialMedia.org, the community for social media leaders at the world's greatest brands.