An Ignoble Experiment: Makeup brands tap YouTube influencers

Mobile surging as Facebook revenue source | Gory Facebook videos land Crypt TV ad deals | Makeup brands tap YouTube influencers

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

November 1, 2016

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The Big Story

Mobile surging as Facebook revenue source

Facebook's share of revenue from mobile is growing year by year, and eMarketer predicts a two-thirds gain this year from 2015. This year's mobile total should reach nearly $22 billion globally, and double-digit growth is expected to continue at least two more years.

eMarketer (10/31)

Send a Meaningful Holiday Print Card
Create a tangible connection with your clients. Send a meaningful, personalized print card this holiday season. View our collection here: http://vividgreetings.com/printcards/holiday-2016-new/

Connecting & Collaborating

Gory Facebook videos land Crypt TV ad deals

Movie studios are turning to viral-video creator Crypt TV to promote horror films. Crypt TV has accumulated 1.6 million Facebook fans since launching in April 2015, and 15-second clips of child cannibals and vengeful toothbrushes get 30 million views monthly.

The Wall Street Journal (tiered subscription model) (10/31)

Makeup brands tap YouTube influencers

YouTube is becoming a major market for beauty advertisers, with creator Michelle Phan and her 8.7 million subscribers one example of success. Phan uses her channel to promote beauty-box service Ipsy, makeup line em by Michelle Phan and Icon Network.

Bloomberg (10/31)

Are you a digital leader or laggard?
In today's competitive business world, transforming from a paper-based organization to a digital one is imperative. Document analytics can be your secret weapon for making your digital transformation ambitions a reality.

Marketer Moments

Barton F. Graf helps Tomcat dig its claws into Facebook Live

Click to watch video (Campaign US/YouTube)

Barton F. Graf and Tomcat Rodent Control have tapped Facebook Live to show a group of mice being terrorized in teenage-horror-movie style. The ad lets consumers decide what happens to each rodent.

CampaignLive.com (U.S.) (10/31), Adweek (10/31)

How to build brand advocates with messaging apps
Messaging apps are now more popular than social media, and figure to keep growing in the coming years. Long story short? You'd better include them in your digital plan. Join Evan Wray, VP and Co-founder of Swyft Media, as he discusses how to build brand advocacy with an effective messaging app strategy. Register now

SmartBrief Originals

Original news, insights, analysis and best practices from SmartBrief.com

Whoa! What are today's most common leadership mistakes? Julie Winkle Giulioni

How do you help employees leave on a good note? Young Entrepreneur Council

Refocusing on the middle: The intersection of strategy and agility Holly Lyke-Ho-Gland

Using smart city technology to power local economic development DigitalTown

6 ways to make your sales pitch more powerful Stephanie Scotti

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Platform News

Pinterest dials up its shoppability

Pinterest is adding to its advertising options for marketers with three new kinds of Promoted Pins: app pins, one-tap pins and video pins, the last one of which will allow video to play on the site rather than via external links. It is also expanding Promoted Pins to the UK, with other countries to follow shortly.

Adweek (10/31)

Vine's founders hype things up

The co-founders of Vine, which Twitter bought in 2012 and announced last week would discontinue, have revealed a live-streaming app called Hype that rivals Twitter's Periscope.

TechCrunch (10/31), Tech Times (10/31)

Five Best Practices for Content Marketing
A basic concern for many marketers is developing content that's relevant and engaging. A new Executive eBrief from Noosh nets out the top 5 practices extracted from more than 175,000 projects around the globe. Download your copy of this quick and informative 5-minute read.

Measurement Matters

New measurement tool gauges your Snapchat analytics

Brands that have struggled to articulate return on investment for their Snapchat strategies have a new tool at their disposal. Snaplytics, a new software-as-a-service platform, provides metrics and benchmarking so brands can sidestep the use of Snapchat's API.

Marketing Land (10/31)

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 the Toolkit

Social Shareable

"SNL" scores with viral Halloween costume

"Saturday Night Live" scored a viral hit with the "David S. Pumpkins" skit, and many Halloween partygoers dressed as Tom Hanks' character, flanked by two skeleton sidekicks. "[D]id all these people pay the $79.83 for the suit on Amazon or did some have a full pumpkin suit lying around?" writes Chloe Anello.

Vulture (10/31)

Four stats that prove the impact of retail influencers.
2 years. 63,500 sales associates. 330 stores. Wharton crunched the numbers, and found that expertise on the retail floor results in more sales — a lot more. View the infographic.

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You would've thought we'd thought of every way to sell a razor, but we haven't.

Candace Corlett, president of WSL Strategic Retail, as quoted by Bloomberg

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.