An Ignoble Experiment: Infographic: Celebrity influencers drive engagement

Infographic: Celebrity influencers drive engagement | How to write headlines to boost social engagement | The keys to successful brand messaging amid pandemic

Created for ignoble.experiment@arconati.us | Web Version

July 13, 2020

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The Big Story

Infographic: Celebrity influencers drive engagement

(Pixabay)

A study by United Talent Agency Marketing reveals 60% of consumers are following more celebrities and influencers during the pandemic and 61% don't mind celebrity content that's produced in collaboration with a brand. The research also found brands using celebrity influencers on Instagram experienced a 1.5 times lift in traffic this year compared with 2019, and the infographic showcases specific brand outcomes and engagement rate lifts by industry.

Full Story: Adweek (tiered subscription model) (7/12)

Connecting & Collaborating

How to write headlines to boost social engagement

The most-shared LinkedIn headlines contain the phrases "X Ways To..." and "X Things You..." and the top two numbers used in headlines are five and 10, per BuzzSumo analysis. Austin Kelly explains how to create headlines that will result in increased engagement on social media using a three-step formula and provides examples.

Full Story: MarketingProfs (free registration) (7/9)

The keys to successful brand messaging amid pandemic

Now is not the time for brands to go silent amid the coronavirus pandemic, and they should instead emote comforting and reassuring messaging and keep consumers up-to-date regarding ways to access their products and services, write Harvard Business School's Jill Avery and Edelman's Richard Edelman. Messaging that resonates with consumers recognizes the impact of the pandemic on their lives, while brand touting can backfire, they suggest.

Full Story: Forbes (7/10)

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Marketer Moments

Yoplait works with influencers for DIY videos on IGTV

(General Mills)

Oui by Yoplait is touting its glass pot "heritage collection" with a "Oui Heritage Workshop" series on Instagram's IGTV that features influencers showing how the pots can be repurposed for use in the home. The series runs July 14 through Aug. 4, and Robert Williams notes the brand is part of a trend of packaged food brands boosting their digital media presence, noting other examples.

Full Story: Mobile Marketer (7/10)

Platform News

Pinterest sheds light on algorithm's ripple effect

(Pixabay)

Pinterest published a blog post that offers insight into its recent algorithm updates, which could make a difference in videos and content distributed to a brand's target audiences, writes Andrew Hutchinson. Content will now be driven beyond what posts users have shown interest in; it also will be driven by what sparks engagement, such as videos, writes Pinterest Engineer Yaron Greif, who also noted brands can boost engagement by posting regularly and utilizing different types of content.

Full Story: Social Media Today (7/10)

Byte downloads surge amid TikTok ban alarms

Byte downloads surged last week following Secretary of State Mike Pompeo's mention that the administration is contemplating a TikTok ban in the US. The free short video app hit the No. 1 spot on the App Store with 126,000 global downloads on Wednesday and another 622,000 on Thursday, according to Sensor Tower.

Full Story: Adweek (tiered subscription model) (7/10)

Google adds predictive metrics
Social Media Today (7/10)

Verizon Media jumps on Story bandwagon
Netimperative (7/10)

Facebook update ripe for community building, hosted events
Ad Age (tiered subscription model) (7/10)

Measurement Matters

Report: Most consumers not swayed by Facebook boycott

A Morning Consult survey of consumers showed that 61% of respondents said a brand's decision to boycott Facebook wouldn't change their view of the company or they didn't have an opinion about the matter, while 30% would view the company more favorably. The survey also found wealthier and liberal US consumers view brands involved in the boycott in a better light compared to lower-income and conservative individuals.

Full Story: Business Insider (7/10)

Social Shareable

4-year-old's pandemic rant resonates with Twitter

A video shared on Twitter of a four-year-old girl called Blake venting her frustrations about the pandemic has resonated with social users and attracted 7.8 million views. In the clip, Blake tearfully talks about not being able to go to McDonald's or the ice cream truck and shouts, "The only thing that is open is nothing!"

Full Story: TIME online (7/10)

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