China-based Alibaba plans to enlist up to 100,000 "promoters" to tout the firm's global AliExpress and other shopping platforms, which have a combined 180 million active customers worldwide. The influencers will be encouraged to create posts about merchants and brands on Facebook, Instagram, TikTok and YouTube.
Post Consumer Holding's "Daily Yabba Dabba Doo" Instagram campaign for Pebbles cereal was successful in bringing people to the brand's website, according to Danielle Wiley, CEO of Sway Group, the influencer marketing agency behind the campaign. Parenting influencers created one kids' activity video a day for 30 days, resulting in roughly 6,900 clicks to the Pebbles website, which was 48% higher than Sway's benchmark, Wiley stated.
Marketers that want to test TikTok need to adapt their voices to the platform, create fresh content that resonates with the audience and remain true to their brand, suggests Laura Russell, director of strategy at Adlucent. She discusses the importance of setting goals and KPIs, and also predicts the platform will launch more "paid advertising offerings to be more scalable and direct-response-focused."
The PGA Tour is celebrating the return of golf via the Charles Schwab Challenge with the first-ever Twitter multicast on Thursday that will feature celebrities and athletes commentating on the action via nine separate live video streams playing across 20 Twitter accounts. "This is a prime example of how to create a richer, more customized fan experience through the power of Twitter," says Twitter's T.J. Adeshola.
72andSunny New York copywriter Justin Joo and Wieden+Kennedy art director Taylor Roberts created a "#FlowersForFloyd" campaign that urges social users to silence racist hashtags by flooding them with messages of support and floral artwork. "Post the image to your feed and tag these racist movements to bury messages of hate under messages of support," the duo said.
Marketing is already a complex industry - and today's marketers must add going cookie-less and a pandemic to the list of challenges they face. Read this Q&A with Scott Kelliher, Head of U.S. Brand Advertising and Partnerships, to learn more about these challenges, the importance of first-party data and defining true consumer intent, and where eBay Advertising's new technology fits in.
YouTube is requiring all creators who have access to the platform's self-certification process, previously in beta since July but now rolling out globally, to rate new and previously uploaded videos before they turn on ads. Creators use the process to give content details and assess it against ad guidelines, and, if a video is rejected, can request a human review from YouTube.
A New York University Stern School of Business report examines content moderation on social platforms, and notes that Facebook moderators make 300,000 errors daily, per a Facebook white paper. NYU Stern attributes the mistakes to the lack of time Facebook's 15,000 moderators have to review posts, photos and videos and faulty automated systems, which took over amid the pandemic and implemented "widespread blocking or deleting of posts mentioning coronavirus from reputable sources," writes John Koetsier.
A tweet from WNYC public radio's Kate Hinds that shows a bookcase in her home and asks people to find the hidden cat in the photo has confounded Twitter. The tweet has attracted 220,000 likes and more than 54,000 comments and shares.
Many TikTok creators are also avid YouTube and Instagram creators, so this would help a brand get a wider reach and more touchpoints with target audiences.
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