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2020/06/05
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
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.
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.
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."
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.
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.
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.
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.
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.
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
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