An Ignoble Experiment: Report: In-store retailers missing Snapchat opportunity

Influencer marketing under watchful eye of FTC | Social app features increasingly mirror one another | How to build engagement through Reddit

Created for ignoble.experiment@arconati.us | Web Version

August 8, 2016

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The Big Story

Influencer marketing under watchful eye of FTC

The Federal Trade Commission is turning its attention to influencer advertising, putting the burden on marketers to ensure they are transparent about paying celebrities and other social movers and shakers to endorse their products. The FTC recently took Warner Bros. to task over failing to disclose it paid influencers to endorse the video game "Middle-Earth: Shadow of Mordor."

Advertising Age (free-article access for SmartBrief readers) (8/5), Bloomberg (8/5)

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Connecting & Collaborating

Social app features increasingly mirror one another

Social media features are converging, with Instagram launching a Stories feature similar to Snapchat's, while Facebook is testing having the app directly open to a camera window to drive engagement. "[T]he social space is starting to feel like so much tumbled glass, with a lot of retread and few new paths," Darrell Etherington writes.

TechCrunch (8/5)

How to build engagement through Reddit

There are big opportunities for community engagement on Reddit forums if brands are authentic, writes columnist Krystal Overmyer. She says that the trick is to ensure brands add value to the conversations, put the time in to create real relationships, and let connections form naturally.

The Content Standard (8/2)

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Most Read by Marketing Decision Makers

Instagram launches Snapchat-like Stories feature The Drum (Glasgow, Scotland)

Why you shouldn't connect with everyone on LinkedIn PayScale.com

Facebook, Twitter woo online-video celebrities Bloomberg

Twitter advertisers can now reward engaged users Mashable

Influencer videos come to LinkedIn Business Insider

Infographic: Micro-influencers are Having 22x More Buying Conversations
Real influence is about authenticity, access to information and empowering others - not a paid celebrity social post. Keller Fay and Experticity have released groundbreaking research showing the power of recommendations from micro-influencers and why they carry more weight. View the infographic now.

Marketer Moments

Ford tests Snapchat in Olympic-themed campaign

Playing on the theme that life is a sport, Ford is rolling out its 2017 Escape by alluding to the Olympics without actually mentioning it because Ford is not an official sponsor. The traditional campaign will be bolstered by the brand's first ever Snapchat lens.

MediaPost Communications (8/5)

Make Your CFO Happy
In this interactive download, AdRoll President & CMO Adam Berke provides a toolkit for today's data-driven marketer. With it, you'll learn how to demystify ROI conversations and expertly navigate the intricacies of marketing budgets. Download now

Platform News

Instagram Stories prioritized by Facebook-powered algorithm

Instagram recently launched a Snapchat-like feature, Stories, and the platform is employing a Facebook-powered algorithm to prioritize which stories appear at the top of the app's feed. Priority will be decided by which content is most popular both on Facebook and Instagram.

Marketing Land (8/5)

Make 1:1 Marketing A Reality
Digital marketers strive to connect with consumers on a personal level, at scale. Ad Tech has focused on tailoring the media side of the equation, but now creative management platforms (CMPs) have made it possible to personalize digital creative too. Find out why CMPs are the key to 1:1 Marketing.

Measurement Matters

Report: In-store retailers missing Snapchat opportunity

Snapchat (Lionel Bonaventure/AFP/Getty Images)

In-store retailers are failing to capitalize on Snapchat, with 60% of the most visited brands not even present on the mobile app, Placed reports. Nearly half of all Snapchat users have posted a snap from inside a store to their friends, per MARU/VCR&C, and brands such as Wal-Mart and Foot Locker have been quick to buy ads on the platform to engage with its 150 million global users.

Adweek (8/7)

Can video sustain organic reach on Facebook?

Organic reach for publishers on Facebook has plummeted 52% in the first half of this year, SocialFlow reports. Facebook has been updating its algorithms to favor user posts as opposed to those from the media and brands, but publishers such as Thrillist Media and PopSugar have been bucking the trend by investing in video on the platform.

Marketing Land (8/6)

How to Build a Stellar App Acquisition Campaign
Having a solid app user acquisition strategy in place is crucial to success. Check out our in-depth guide to building a stellar app user acquisition plan. Download now to create a full app implementation strategy and set your app up for accelerated growth and long-term success.

Social Shareable

Lifeguards ready to rescue Olympians

Brazilian law mandates that swimming pools have lifeguards, so dozens of lifeguards are forced to look on, whistles and flotation aids at the ready, while Michael Phelps and the other Olympic swimmers show their skills. "I don't think they'll need us, but we'll be on the lookout, just in case," lifeguard Anderson Fertes said.

The New York Times (free-article access for SmartBrief readers) (8/4)

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Many retailers are eager to engage their audience on Snapchat but are weary of not being able to attribute foot traffic and sales to Snapchat impressions.

Melina Ex, managing director for the East Coast at Fetch, as quoted by Adweek

Andy Sernovitz, Editor at Large
Andy Sernovitz builds organizations that help people help each other. His company, GasPedal, builds peer-to-peer communities for people leading meaningful change at the world’s biggest companies, including SocialMedia.org and SocialMedia.org Health. He wrote the best-selling book Word of Mouth Marketing that teaches you how to earn the respect and recommendation of your customers.