An Ignoble Experiment: 4 predictions for influencer holiday marketing

4 predictions for influencer holiday marketing | Social media chief on "pull content," social backlashes | 3 content formats you should be creating right now

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

August 13, 2020

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The Big Story

4 predictions for influencer holiday marketing

(Pixabay)

Sway Group CEO and founder Danielle Wiley offers four recommendations for social marketers looking to collaborate with influencers for the holiday season, including catering for a rise in DIY, crafts and a more nostalgic season due to the pandemic. She recommends using Pinterest to give users seasonal inspiration, predicts gift guides will be particularly popular and outlines influencer content ideas for specific industries.

Full Story: Forbes (8/13)

	Report: The 13 TCMA Providers That Matter Most Selecting the best through-channel marketing automation solution for your business is not an easy task. In this report, Forrester Research breaks down the capabilities that enable complex cross-channel engagement strategies, based on an evaluation of the most significant TCMA vendors against 24 key criteria. Read Now

Connecting & Collaborating

Social media chief on "pull content," social backlashes

Hale (The Drum/YouTube)

Lisa Hale, head of social media at UK brand Specsavers, talks in this interview about building social audiences by conveying brand purpose with "pull content," how to choose the right platforms and how to cope with a social backlash. She also discusses her top social peeve and her favorite social campaign.

Full Story: The Drum (free registration) (8/13)

3 content formats you should be creating right now

Gretchen Hoffman outlines three content formats marketers should be using right now to deliver valuable and relevant information to customers looking for authentic, helpful messaging from brands amid the pandemic. She recommends focusing on blogs, contributed articles from subject matter experts and white papers that convey evidence-based thought leadership.

Full Story: MarketingProfs (free registration) (8/11)

	Unite Remote and Onsite Teams The new ClickShare Conference connects wirelessly to your video conferencing equipment and meeting room display for more immersive and engaging meetings. In less than 7 seconds, your team is all connected and ready to collaborate. Absolutely no one makes conferencing easier or more intuitive. Start your free trial.

Marketer Moments

Hellmann's sponsors "Animal Crossing" video game

(Hellmann's Canada)

Hellmann's Canada now sponsors Hellman's Island on Nintendo's "Animal Crossing: New Horizons" video game. From Aug. 17 to 22, players can earn points that will increase donations made by Hellmann's to Canadian food charity Second Harvest.

Full Story: Campaign US (tiered subscription model) (8/12)

	What you can learn from the talk on Twitter What are people talking about right now, and what does that mean for your brand? To break it all down, we've created the Twitter Conversation Report, an ongoing look at the Tweets, trends, and overall vibe on Twitter. Subscribe to receive fresh insights from the talk on Twitter.

Influencer Marketing in 2020

Sponsored content from Carusele

8 Things Marketers Need to Know Before Working With TikTok Creators

Influencer Fraud: The New Way Some Influencers Are Scamming the System

How to Run TikTok Ads with Influencers

Evaluating Influencer Performance: 5 Things to Consider

5 Influencer Marketing Best Practices to Follow Amid COVID-19

Platform News

Facebook expands hateful content classification

(Pixabay)

Facebook is removing 1,000 ad targeting selections that are underutilized or echo other options for marketers. The social platform also has expanded its banned racist and bigoted content classification to include negative Jewish stereotypes and blackface depictions.

Full Story: Social Media Today (8/12), MediaPost Communications (8/12)

Twitter launches new API after security breach delay
The Verge (8/12)

TikTok enables video thumbnail text headings
Social Media Today (8/12)

Measurement Matters

Black Gen Z can feel hurt, wants more positivity via social

The vast majority of Black Generation Z social media users say the frequent depiction of racial violence they encounter online makes them upset, feel hopeless or otherwise causes some hurtful emotion, according to a study conducted by VSCO and JUV Consulting. Most want to see and celebrate joy more frequently online and many say social media needs more excitement and comfort.

Full Story: Forbes (8/12)

Small businesses favor Facebook, but say social media is "necessary evil"
Mobile Marketer (8/11)

Social Shareable

Ketchum, Maytag go viral with The Holderness Family

(The Holderness Family/YouTube)

Maytag, with Ketchum, tapped viral video creators The Holderness Family for a "Mystery Stain" social video that attracted 1.5 million views in its first week on Facebook. The video is set to an original Holderness Family song about the washer's Extra Power Button, and Maytag's Allison Gillespie says, "We think we have a cheeky tone and this fits with that."

Full Story: MediaPost Communications (8/12)

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Aspirational imagery and content will always serve consumer escapism needs, but audiences will likely demand more authenticity in influencer campaigns.

Danielle Wiley, founder and CEO of Sway Group, writing for Forbes