An Ignoble Experiment: Beauty brands tap TikTok livestreams for engagement

Beauty brands tap TikTok livestreams for engagement | Elevate social content with crowdsourced ideas, experts | L'Oreal's increased digital spend lifts e-commerce sales

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

June 17, 2020

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The Big Story

Beauty brands tap TikTok livestreams for engagement

(Philippe Lopez/Getty Images)

E.l.f, Too Faced and Milk Makeup are among beauty brands utilizing TikTok's livestreaming for Q&A sessions with consumers, hosted tutorials and product launch promotions. Fabian Ouwehand, founder of the agency Uplab, suggests brands enlist influencers and focus on e-commerce, noting, "Livestreaming is really a key for conversion."

Full Story: Glossy (tiered subscription model) (6/16)

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Connecting & Collaborating

Elevate social content with crowdsourced ideas, experts

Thomas Griffin offers a guide to growing audiences via crowdsourced content, recommending that marketers are active on platforms like Reddit and Quora to see what kind of niche discussions are top of mind among potential prospects. Find expert contributors by looking at who comments regularly on social posts related to your industry and get them to collaborate on insightful social content, he advises.

Full Story: Business 2 Community (6/16)

L'Oreal's increased digital spend lifts e-commerce sales

L'Oreal increased its marketing spending share for digital by 20% to a total of 70% during the pandemic, according to chief digital officer Lubomira Rochet. E-commerce sales accounted for 20% of L'Oreal's sales for the first quarter -- a year-over-year increase of 4% -- while the acquisition of augmented reality startup Modiface proved to be "a big competitive advantage in the crisis for us," Rochet added.

Full Story: Campaign US (tiered subscription model) (6/16)

Marketer Moments

Anomaly shines a light for Grenfell United

(Grenfell United/YouTube)

Anomaly created a 30-minute YouTube video for Grenfell United to mark the third anniversary of London's Grenfell Tower tragedy, which was created using a green light designed to be so bright that it lit up rooms across the UK when the campaign urged people to play the film at 10:30 p.m. Anomaly's Conrad Swanston says the video "felt a really powerful and visually striking way of getting thousands of people to unite from the safety of their own homes."

Full Story: Muse by Clio (6/16)

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Platform News

Facebook expands gaming ads, creator monetization

Ad formats for gaming creators have been launched by Facebook that include pre-roll, mid-roll and image ads that appear at different times of a livestream and Live Breaks. Facebook Gaming is also helping some creators monetize content via subscriptions that enable fans to pledge donations in exchange for access to stickers, emoji and other perks.

Full Story: Adweek (tiered subscription model) (6/16)

Instagram celebrates Pride with rainbow AR effects

(Natasha Moustache/Getty Images)

Instagram has unveiled rainbow-themed augmented reality effects and stickers created by LGBTQ+ artists Josh McKenna, Ashton Attz and Niege Borges. The social media platform also teamed with The Trevor Project to celebrate Pride Month and offer 10 self-care tips for young members of the LGBTQ+ community with illustrations by LGBTQ+ artist Ohni Lisle.

Full Story: Adweek (tiered subscription model) (6/16)

Measurement Matters

Report: Gen Z's digital interaction increases

The coronavirus pandemic and ensuing lockdown has had a significant effect on Gen Z's digital behaviors, with a boost in the use of social media, video streaming and gaming and an increase in online spending, according to a report issued by Boston Consulting Group and Snapchat. The report also highlights Gen Z's increased reliance on mobile-focused video and social playrooms such as Facebook, YouTube and Snapchat.

Full Story: Social Media Today (6/16)

Social Shareable

TV producer's tweets on white privilege gain traction

Vernoff (Alberto E. Rodriguez/Getty Images)

Krista Vernoff, the showrunner for TV show "Grey's Anatomy," shared her experiences with police via a viral Twitter thread to highlight racial injustice. Filmmaker Ava DuVernay commented, "This is a white woman talking honestly about her experiences and its one of the best threads on the criminalization of Black people that I've read lately."

Full Story: People (6/16)

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Influencers are starting to use livestreaming to sell their merch even without a built-in shopping feature, instead promoting where users can buy it online.

Liz Flora, writing for Glossy