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2020/06/03
Brands, media show social support for #BlackoutTuesday
Brands, media show social support for #BlackoutTuesday | How quarantine could be affecting marketing copy | How to use psychological drivers to enhance campaigns
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Numerous brands and media companies acknowledged Blackout Tuesday by posting a single black square on Instagram, while others used #BlackoutTuesday, and Ford is among the brands that have temporarily curtailed digital advertising during the protests. Industry experts warn brands to tread lightly when addressing the news of the day as messaging can be misconstrued or appear out of character.
Walker Sands' Tim Morral writes about how working from home, quarantine and social distancing can all unconsciously affect marketers' writing styles and offers tips on how to stop a distancing element from creeping into copy. Monitor teams to support those struggling with isolation, humanize your brand's voice and "look for opportunities to create connections with language," he writes.
Brands pivoted at the onset of the coronavirus pandemic with caring messaging and charitable donations, which were effective at first but soon seemed "distant, inauthentic, at times treacly," writes Hillary Haley. She discusses how brands can move forward by making "meaningful connections" to empower action, and offers psychological pointers to enhance and maximize campaigns, noting successful brand examples.
Research suggests video accounts for most of internet traffic and the majority of marketers say that it's valuable media for customer generation and in boosting return on investment, writes Osama Khabab. He outlines ways brands can maximize video marketing with efforts such as stories, live videos and branded efforts, including testimonials, how-to and training initiatives, and notes the increasing availability of useful creation tools and urges experimentation.
Jay-Z's Team Roc ran full-page ads in major US newspapers dedicated to George Floyd that quote Martin Luther King Jr.'s 1965 "How Long, Not Long" speech in Alabama. The ad was signed by lawyers, activists and social justice groups, including The Gathering for Justice, the Innocence Project and Women's Global Initiative, with versions shared on Instagram using #JusticeforGeorgeFloyd and #BlackLivesMatter. Additional ads are expected to run today.
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.
LinkedIn is offering brands new retargeting options for members who watch at least 25% of brand video ads and who have at least opened a lead generation form, with TOPdesk reporting a test yielded a 20% increase in conversions and 24% reduction in cost per conversion. The social platform also is integrating with Integral Ad Science to enhance brand safety and with Pixalate to thwart invalid traffic.
Facebook Audience Network and mobile marketing analytics firm AppsFlyer are working together to help brands with campaign-level return on advertising spending and in-app ad measurement for gaming. AppsFlyer's Eran Dunsky says, "This API allows us to finally provide this data while maintaining user privacy."
TikTok is acting much like a record label or talent management firm as it invests in staff to help monetize creators along with the firms that back them, which is a bit confusing to some brands that see the value but aren't sure how to operate within this distribution model, writes Seb Joseph. Jide Maduako, CEO of the influencer platform Yoke Network, says, "It's fresh land where advertisers can take advantage of the fact that what people are seeing hasn't already been shown elsewhere."
Twitter's top trending hashtag Tuesday was #BlackOutTuesday as individuals, brands, celebrities and media companies shared photos of black screens to call for racial justice in the wake of the death of George Floyd while in police custody. The #BlackOutTuesday movement was initiated by two executives in the US music industry to call for increased numbers of black people within its corporate structure.
I've worked with brands, now and in the past, who would rather pause on Facebook and Instagram while the conversation is focused on major tragedies. The feeling being that brand communications seems discordant at best.
Noah Mallin, chief brand strategist at IMGN Media, as quoted by Ad Age
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