Facebook amends ad, post policies amid advertiser exodus | How to drive Instagram account engagement | Maximize social tactics to generate reopening excitement
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Facebook CEO Mark Zuckerberg said Friday his company is banning ads that portray individuals from a specific ethnicity, caste, gender, immigration origin, race or sexual orientation as a physical or health threat. Also, Facebook will label hateful and similar content even on posts it deems newsworthy. While 100 brands have pulled roughly $76 million in ads in recent days due to policies, Zuckerberg held firm as a free speech proponent, saying, "I am committed to making sure Facebook remains a place where people can use their voice to discuss important issues."
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Brands that want to drive Instagram followers, boost engagement and turn fans into customers should regularly post quality content that "educates, inspires, or motivates people," writes Michael Stelzner. He also suggests sparking conversations, focusing on sharable content, engaging with others' accounts and utilizing hashtags and complementary brand partnerships.
Businesses that want to generate reopening excitement need to do more than post a website update and should consider more advanced social media marketing tactics such as hosting an event supported by an Instagram Stories countdown, posting behind-the-scenes videos and tours and by running special promotional offers, writes Emily Heaslip. "Consistent engagement is key to building brand loyalty and staying top of mind with your fans," she writes.
Tendo Communications' Lindy Roux explains the importance of content experience in business-to-business marketing and provides best practice examples. She offers a six-step plan to creating a great content experience, which covers mapping customer journeys and designing content architecture.
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Kind Healthy Snacks, with experiential shop Bankrobber Projects, celebrated the 50th anniversary of Pride with a rainbow light installation in New York City's West Village that was also livestreamed via YouTube and the brand's website. The activation was created as part of the brand's partnership with nonprofit the Ali Forney Center, which provides support for homeless LGBTQ+ youth.
YouTube is developing a video analytics display designed to give brands and creators more insights regarding views and tips on how to maximize each video's performance, writes Andrew Hutchinson. The social platform also is expanding its filter to view uploads marked as "Made for Kids" and is including copyright strike notifications into Creator Studio.
TikTok executives used presentations during NewFronts and to European advertisers to tout expanded marketer transparency and brand safety, and increased user activism. It also highlighted partnerships with Kantar, Nielsen and Milward Brown, third-party measurement beta testing and asked marketers to use the platform as a starting point for campaigns that can spread throughout other social channels.
Marcus Hill and his seven-year-old son MJ have gone viral on Instagram with videos of their Sunday morning ritual where they dance and cook breakfast together for MJ's mom. The tradition began on Valentine's Day and the pair continued after MJ announced he wanted to continue.
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Keep a civil tongue.