Pinterest makes a bigger bid for marketers

Study: In-feed social videos resonate more with users | Retail brands facing political repercussions on social | AMV BBDO, PepsiCo go big on social for soccer championship
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February 10, 2017
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The Big Story
Study: In-feed social videos resonate more with users
Research from Omnicom Media Group, Twitter and Neuro-Insight has revealed that social videos are most effective when they appear in silent mode in a user's feed and are less than 15 seconds long. "This research appears to show the logical reaction to a message that is placed in front of the right person, in the right content and at the right time," Havas Media Group's Mark Connolly said.
Campaign US (free registration) (2/9) 
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Retail brands facing political repercussions on social
Starbucks showcases social heroes
(Karen Bleier/Getty Images)
Retail brands are finding themselves embroiled in the social anti-President Donald Trump movement, with consumers urged to boycott L.L. Bean and Macy's, while pro-Trump groups are using social to encourage supporters to avoid Starbucks after it pledged to employ 10,000 refugees. And Under Armour has faced a social backlash since CEO Kevin Plank praised Trump, even resulting in two of the brand's celebrity representatives, Misty Copeland and Steph Curry, denouncing the comments.
The Wall Street Journal (tiered subscription model) (2/9) 
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Marketer Moments
AMV BBDO, PepsiCo go big on social for soccer championship
BBDO, Pepsi go big on social for UEFA Champions League
Click to watch video (Pepsi/YouTube)
Abbott Mead Vickers BBDO's #PepsiMoment campaign is targeting soccer fans in nearly 75 countries ahead of the UEFA Champions League Final in June. The push -- which features star players Vincent Kompany, Sergio Aguero and Alexis Sanchez -- includes a 60-second debut spot on YouTube, TV ads, content on Instagram Stories, Snapchat and Facebook, and a social sweepstakes for fans to enter to win tickets to the big game.
MediaPost Communications (2/9),  BrandChannel.com (2/8),  Campaign US (free registration) (2/8) 
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Facebook and bots boost engagement for Best Western
Best Western International is using technology to reach out to clients and encourage more bookings. Through automating processes with tech bots and harvesting social media data via Facebook to learn about clients, the hotel group hopes to improve the customer experience and find potential guests.
Hotel Management online (2/9) 
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Platform News
Live video enlivens Twitter's Q4
Sports events dominated as Twitter reported 31 million unique viewers of video streaming in the fourth quarter, amounting to more than 600 hours of video covering about 400 events. The performance was a major victory for Twitter, which fell short of its revenue goal and posted only a small increase in monthly active users.
VentureBeat (2/9) 
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Pinterest makes a bigger bid for marketers
Pinterest is making a big pitch as a platform for marketers, most recently with the introduction of additional search tools aimed at e-commerce. Company President Tim Kendall says Pinterest is leveraging the typical user's more generic and visually driven interest in products than is typical with other search solutions.
Digiday (2/9) 
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YouTube live streaming Super Chat a potential marketing platform
YouTube's limited introduction of mobile live streaming comes along with a Super Chat feature that invites users to pay to pin their comments to the videos. The amount paid dictates how long the comments appear, opening a new avenue for marketers and their influencers.
Campaign US (free registration) (2/8) 
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Measurement Matters
Major growth predicted for mobile video, live streaming
Mobile's share of IP traffic globally will more than double to reach 20% by 2021, with video accounting for 78% of that, according to Cisco. The data also found that live streaming will account for 5% of that total.
MediaPost Communications (2/9) 
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Social Shareable
Burrito-marriage photo creator claims Hershey stole concept
Hershey's Reese Canada is being accused of copying David Sikorski's concept featuring his love for a burrito and its licensed images without permission from him or photographer Kristina Bakrevski, something McDonald's admitted doing in 2015. A Hershey spokesperson said he had contacted Sikorski to resolve the issue and the company will take action to prevent similar incidents going forward.
Adweek (2/9) 
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The person searching for sneakers on Pinterest hasn't made a decision of who they are going to buy it from. That's the holy grail.
Tim Kendall, president of Pinterest, as quoted by Digiday
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 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.
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