An Ignoble Experiment: Twitter to allow US users to share in ad revenue

Twitter to allow US users to share in ad revenue | TruthinAdvertising.org: Social ads need better disclosure | Flipboard, Rubicon Project partner on programmatic ads

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

August 31, 2016

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The Big Story

Twitter to allow US users to share in ad revenue

Twitter has announced that it will share 70% of ad revenue with users who upload videos. The move is part of the company's increased efforts to lure top video talent to its platform and compete with companies such as Facebook and Snapchat.

Reuters (8/30)

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Connecting & Collaborating

TruthinAdvertising.org: Social ads need better disclosure

TruthinAdvertising.org is raising the thorny issue of sponsored social content, alleging that posts from the Kardashian sisters fail to comply with the Federal Trade Commission's disclosure rules. The nonprofit suggests that "ad" or "sponsored" should be inserted into paid social posts, although the FTC doesn't specify exactly what language should be used.

The New York Times (free-article access for SmartBrief readers) (8/30)

Flipboard, Rubicon Project partner on programmatic ads

Programmatic and native ad space will be available on mobile app Flipboard starting next month. The service, available through the Rubicon Project marketplace, will offer targeted access to Flipboard's 90 million monthly users.

Adweek (8/30)

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Generation Z is now the largest generation. In our latest piece, Koupon Media discusses the first wave of digital natives. Who they are, what they are looking for, where they are looking for their next buy, and why they engage with a completely new kind of brand marketing.

Marketer Moments

Skyscanner gets social boost with unscripted response

Travel app Skyscanner won 17,000 likes and 2,700 shares last week when a rep responded to a customer service inquiry using an authentic and humorous voice. Creative, unscripted replies to online complaints can mean viral marketing success when deployed correctly.

Digiday (8/30)

Kimberly-Clark sees success with vampire YouTube series

Click to watch video (KindaTV/YouTube)

Kimberly-Clark's YouTube vampire-themed series "Carmilla" has garnered 43 million views, despite the brand spending nothing on promotion. The five-minute shows are aimed at young women, 31% of whom bought U by Kotex after watching the program, Fresh Intelligence reports.

The Wall Street Journal (tiered subscription model) (8/29)

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Platform News

Facebook Offers gets an upgrade

Facebook has refreshed its Offers feature to help marketers target users most likely to redeem online coupons or share them on the platform. The tool also allows users to bookmark offers for later use.

Adweek (8/30)

Twitter's creative director sets out to share brand story

Twitter has tapped Jayanta Jenkins as its first global group creative director, and the former TBWA\Chiat\Day LA executive plans to explain the brand's meaning to the world. "The world wants to know what Twitter stands for and it's time to create that narrative," Jenkins says.

Adweek (8/30)

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Measurement Matters

Report: Why social media users unfollow brands

Sprout Social has released the results of its survey of more than 1,000 social media users that offer insights into what makes users unfollow a specific brand. Too many promotional messages was the top annoyance to consumers, followed by a brand's use of slang and jargon.

Adweek (8/30)

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Editor's Note

Got something to say about digital marketing? Say it through SmartBrief

SmartBrief publishes original blog posts, videos and interviews with digital-marketing thought leaders on its blog network, SmartBrief Originals. Submitting guest posts is a great way to share your perspective with the SmartBrief on Social Business audience. If you're interested in seeing your work in this newsletter, email editor Ambreen Ali with your story idea.

[Audiences] have a very visceral reaction to '#ad' or '#spon' or whatever it is, where they don't want to know people are getting paid for stuff, even if they are.

Jaclyn Johnson, president of creative services at Small Girls PR, as quoted by The New York Times

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.