TikTok is working to expand consumer adoption by paying publishers such as BuzzFeed, The Dodo and PinkNews to launch branded content campaigns on its platforms and by pledging $1 billion to fund US creators during the next three years, writes Max Willens. Mae Karwowski, CEO of influencer marketing agency Obvious.ly, said, "I think the way they're looking at media companies is for a stamp of approval or a stamp of legitimacy."
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Johnsonville Sausage's Stephanie Dlugopolski talks about how the brand uses social listening to inform product development and content, how conversations are spreading to social platforms beyond Facebook and Twitter and how the brand measures success. "The success of social listening depends on whether we can get the data and insights to more people at our company, outside social marketing," she says.
SocialEyes Communications founder Marly Broudie explains four strategies to boost reach on Instagram, such as creating Instagram Live videos that feature business colleagues, thought leaders or influencers to connect with their followers. She also suggests launching contests or charitable efforts to reward users and boost brand awareness, and creating lead magnets such as free guides to build audiences ripe for retargeting.
Chipotle is a big business that operates like a startup, and it has managed to weather a brand crisis and emerged as a cultural leader, said Candice Beck, senior manager of social and digital. The dynamic marketing culture has been fueled by a variety of initiatives such as Zoom hangouts, Lollapalooza festival events and its involvement in "Storm Area 51."
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Natural Light launched a social contest to offer one student of legal drinking age the chance to win a mobile dorm room decked out with Wi-Fi, a mini fridge, gaming system, air conditioning, TV and "lax volume policies," plus a semester's worth of beer money. Students can enter to win by sharing why they deserve some private space using #DormFromHome and #contest.
Alphabet-owned Google reported quarterly revenue dropped for the first time, with a second-quarter decline of 1.5% to $38.3 billion, fueled by an 8% year-over-year drop in ad sales to $29 billion. The company also reported a 6% revenue boost for YouTube, reaching $3.8 billion. While Google revenues were down, eMarketer's Nicole Perrin noted that "all three parts of Google's ad business outperformed our expectations for Q2, including a substantial beat for search revenues (down 10%) compared to our expectations of a 17% decline."
Facebook boosted ad sales 10% during the second quarter compared with the year prior to reach $18.3 billion with a record-breaking 9 million active advertisers across its services amid the economic downturn and boycott, according to company officials. CEO Mark Zuckerberg said pundits "wrongly assume that our business is dependent on a few large advertisers," but Chief Financial Officer Dave Wehner warned investors that Apple's IDFA changes could "prove to be a challenging headwind."
Laughlin Constable research reveals 76% of Generation Z say time spent together is a strong reflection of friendship, 28% report friendships becoming weaker during the pandemic and their use of texting has increased from 57% to 72%. Laughlin Constable's Tom Curtes outlines ways brands can connect with Gen Z and writes, "Let's make our digital channels work as hard as possible to build and strengthen the communities Gen Z gravitates toward and help keep relationships strong."
E.l.f. Cosmetics' "#elfMagicAct" TikTok challenge created with Movers+Shakers achieved 1.7 billion views and GT's Kombucha attracted more than 3 billion views on TikTok with its #UnitedWeDance challenge. Robert Williams looks at the similarities of each successful campaign, including the use of original music, prizes and TikTok influencers.
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