Influencers are expected to use their platforms for good

Influencers are expected to use their platforms for good | Marketers find increasing value in user-generated content | Why doing nothing is not an option during a crisis Created for ignoble.experiment@arconati.us |  Web Version June 5, 2020 CONNECT WITH SMARTBRIEF       SIGN UP ⋅   SHARE   The Big Story Influencers are expected to use their platforms for good As protests against police brutality continue and social media channels are filled with information and posts on the topic, many influencer marketing campaigns are being paused. In addition to avoiding tone-deaf marketing, brands and influencers are expecting to speak up and use their platform to educate followers and set an example, writes Kristina Monllos. Full Story: Digiday (tiered subscription model) (6/4)      Connecting & Collaborating Marketers find increasing value in user-generated content Marketers are increasingly turning to user-generated content as it gains traction in terms of engagement rates and return-on-investment, writes Nikki Gilliland. She highlights four brands that are succeeding with UGC, including Made.com, which showcases its products in customer homes on Instagram, and Buffalo Wild Wings, which created an ad in just six days using homemade fan videos. Full Story: Econsultancy (6/4)      Why doing nothing is not an option during a crisis Business-to-business marketing consultant Katie Martell talks in this podcast about how marketers should navigate cause-related campaigns and advertising during a crisis. "Truly, the cost of doing nothing is worse than doing something," she says, noting, "It's what you do in times of trouble that show you what you're actually made of." Full Story: MarketingProfs (free registration) (6/4)      Marketer Moments Heat says Bomb Pop Middles are "Not One Thing" (Original Bomb Pop/YouTube) Heat created a social "Not One Thing" campaign for Bomb Pop Middles targeting tweens, which includes a colorful 30-second "The Mash Off" video that emphasizes the combinations of flavors and textures in the products with other unexpected mashups such as a lion wearing a zebra costume. The push features a collaboration with Twitch gaming influencers and a Soundcloud partnership that lets consumers create their own mashup tracks. Full Story: MediaPost Communications (6/4)      Sterling-Rice Group's #AlmondWalk gets 1.2B TikTok views Sterling-Rice Group's #AlmondWalk TikTok challenge for the Almond Board of California attracted 1.2 billion views in a little more than five days. The agency spotted a viral TikTok video showing an influencer taking an almond for a walk and used their audio for the branded challenge, and Sterling-Rice Group's Laurie Tewksbury puts the success of the campaign down to authentically playing into the platform's content. Full Story: MediaPost Communications (6/4)      SmartBrief Originals Sponsored content brought to you by SmartBrief 8 ways to make vocabulary instruction more effective        Video marketing is the future of content marketing        How consumer behavior is forever changing the grocery, CPG industry        Free resources for educators during the coronavirus pandemic        Nonalcoholic drink trend shows no sign of slowing down        Platform News Facebook begins identifying content from state-run media (Facebook) Facebook says it will start labeling content produced by at least 18 government-controlled news outlets, including Russia's RT and China's Xinhua News. The social platform will also begin labeling ads from the news outlets and plans to block their ads in the US in the near future. Full Story: NBC News (6/4),  Social Media Today (6/4)      Measurement Matters Report: E-commerce sales driven by social spend Research conducted by marketing tech firm Sidecar reveals that e-commerce orders from Google Ads increased year-over-year by 113% in April and 23% in March as consumers stocked up on coronavirus essentials. Facebook's e-commerce revenue increased 25% in April compared with March. Full Story: MediaPost Communications (6/4)      Social Shareable Twitter finds solace in "The Munsters" (Hulton Archive/Getty Images) Twitter users are finding solace in a clip tweeted by Rex Chapman from 1960s' series "The Munsters", which has attracted 2.9 million views, showing Herman Munster offering words of wisdom to his son. "The lesson I want you to learn is: It doesn't matter what you look like. You can be tall or short or fat or thin, or ugly or handsome, like your father, or you can be black or yellow or white. It doesn't matter. But what does matter is the size of your heart and the strength of your character," Munster says in the clip. Full Story: Fast Company online (6/4)      Sharing SmartBrief on Social Business with your network keeps the quality of content high and these newsletters free. Help Spread the Word SHARE Or copy & share your personalized link: smartbrief.com/socialbusiness/?referrerId=eAoynhEdSv If you post a message of solidarity and never hire black influencers or you post about Black Lives Matter and there's no diversity on your leadership team [that's a problem]. Brandi Riley, influencer and blogger behind Mama Knows It All, as quoted by Digiday       SmartBrief publishes more than 200 free industry newsletters - Browse our portfolio Sign Up  |    Update Profile  |    Advertise with SmartBrief Unsubscribe  |    Privacy policy CONTACT US: FEEDBACK  |    ADVERTISE SmartBrief, Inc.®, 555 11th ST NW, Suite 600, Washington, DC 20004