Influencers, agencies suffer fallout of Facebook ad boycott | Infographic: Tips on dealing with social negativity | Case studies on successful B2B video strategy
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Influencers and agencies say they're suffering from the Facebook ad boycott during the typically busy back-to-school season and the beginning of their recovery from coronavirus-related cuts, writes Ilyse Liffreing. Modifly CEO Elijah Schneider has seen a 46% drop in ad revenue from influencer campaigns during the past two weeks, and Sway Group founder and CEO Danielle Wiley is urging clients to shift spend to Twitter and other social platforms.
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This infographic from Digital Giants displays tips on how to deal with negative comments on social, including responding calmly and quickly with an apology, if appropriate, and a way to fix the problem. Don't delete comments, remember your entire audience can view your reply and don't write anything you wouldn't say face to face.
Kateryna Novatska provides a comprehensive guide to creating a business-to-business video strategy that spans hosting platforms, distribution, technology and content creation. She explains why the video marketing strategies of Cisco, HubSpot and Intel are so successful, and describes how these brands use creative storytelling and educational content to engage social audiences.
Nonprofits that want to engage with donors and other supporters amid the pandemic may want to tap into livestreaming, an increasingly popular media with tools designed for fundraisers, writes Julia Campbell. She offers tips for getting started on platforms such as Facebook and Instagram and urges marketers to ensure there is a call to action as well as a reminder of how to donate.
Mattel is touting Uno with a social "#unowhoyouare" campaign that's encouraging TikTok and Instagram users to post videos reflecting one of four player personalities, such as "victory dancer" and "sore loser." The social challenge is being promoted via a 30-second YouTube video, influencers including comedian Arron Crascall, and the campaign hashtag has so far attracted more than 1 million views on TikTok.
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Facebook CEO Mark Zuckerberg is hosting a virtual meeting today that will enable "Stop Hate for Profit" campaign organizers to state their case and proposed actions, but sources say he's not expected to make major platform changes, writes NBC's Claire Atkinson. Meanwhile, the Center for Countering Digital Hate's Imran Ahmed is calling on advertisers in Europe to join the advertising boycott and notes "that in Europe there is an even stronger desire for Facebook to be held to account for the hate speech and misinformation that spreads on its platform."
The US government is examining TikTok and considering banning the app for US users amid concerns the Chinese-backed firm is being used by the government to surveil individuals and spread propaganda, says Secretary of State Mike Pompeo during a Fox News interview. TikTok was recently banned from India over national security and privacy concerns.
A Gartner survey of chief marketing officers found that 78% of respondents expect to increase their digital ad budgets next year, with most planning to boost their spend on social (78%), mobile and websites (71% each), paid search (64%) and email marketing (63%). During 2020, 13.5% of respondents increased digital advertising on platforms such as Amazon and YouTube.
20-year-old Julian Bass created a TikTok video that shows him using visual graphics to become his favorite superheroes and shared it via a tweet saying, "If y'all can retweet this enough times that Disney calls, that'd be greatly appreciated." The video has attracted 22.2 million views, 1.4 million likes and more than 574,000 retweets, and caught the attention of not only actors and directors but Disney Executive Chairman Bob Iger who replied saying, "The world's gonna know your name!"
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Keep a civil tongue.