An Ignoble Experiment: Ryan Reynolds on the keys to marketing success

Ryan Reynolds on the keys to marketing success | An expert's guide to YouTube video marketing | Spark brand loyalty, data with an online community

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

September 14, 2020

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The Big Story

Ryan Reynolds on the keys to marketing success

Reynolds (Woohae Cho/Getty Images)

Aviation Gin and Mint Mobile's Ryan Reynolds, Adweek's 2020 Brand Visionary, talks about his "diet storytelling" approach, how empathy forms the backbone of humorous advertising, why engagement should be the goal and why he thinks audiences connect with his marketing. "I think people don't want to be sold to in a disingenuous way," he says, adding, "We're most touched when our stories are shared, even though we're saying to people, 'It's an ad.' "

Full Story: Adweek (tiered subscription model) (9/13)

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Connecting & Collaborating

An expert's guide to YouTube video marketing

YouTube expert Nick Nimmin explains why the social platform is a key content distribution channel for marketers and common mistakes that should be avoided, such as putting calls to action at the beginning of videos. Nimmin describes how to deliver value in videos and how to generate on- and off-platform leads and conversions.

Full Story: Social Media Examiner (9/11)

Spark brand loyalty, data with an online community

(Pixabay)

Building an online community can be a useful move in boosting brand loyalty, strengthening customer relationships, nurturing advocates and gleaning in-depth data, writes CyberAlert's William Comcowich. He discusses community-building steps and the value of regular posting and notes, "maintaining a healthy community calls for extensive preparation and promotion and unending dedication."

Full Story: Glean Info (9/11)

How-to: Making the most of animated brand videos

Animated videos are a great way to capture viewers' attention when they speak to a target audience and tell a powerful story that connects with an audience in a quick, fun manner, writes Yum Yum Videos' Victor Blasco. He suggests developing characters that generate empathy, customizing production for social media with captions that display on mute and keywords to post search rankings.

Full Story: CustomerThink (9/11)

	Is your brand ready for the return of sports? Live sports are back, and sports fans couldn't be more pumped, even if they can't attend in person. Without packed arenas or sports bars, Twitter is the roar of the stadium. For marketers eager to get back into the game, opportunities are rampant, and the audiences are primed. Learn more.

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A Comprehensive Guide to Setting Your Influencer Marketing Strategy

Traditionally, most influencer strategies are designed to generate awareness. However, with the power of digital technologies, we're now able to design programs that reach audiences at all stages of the marketing funnel. Use this comprehensive guide to discover different metrics and optimization tactics to leverage that align with your goals.

8 Things Marketers Need to Know Before Working With TikTok Creators

Since TikTok was built for rapid consumption of entertaining video content, it's the perfect breeding ground for influencers. However, before you dive in, it's important that you're not only familiar with the unique ways TikTok operates, but that you understand how partnering with TikTok creators is very different than traditional influencer marketing. Read more

Marketer Moments

Pereira O'Dell, Adobe want the public to inspire Lil Nas X

(Adobe Creative Cloud/YouTube)

Pereira O'Dell created a "Cover Art Song Contest" campaign for Adobe that invites the public to design cover art using any Adobe Creative Cloud app that will inspire Lil Nas X's next single. A 30-second spot directed by Prettybird's Calmatic shows Lil Nas X introducing the contest and the rapper will choose his favorite from the entries submitted on social using #LilNasXAdobeContest and @adobegencreate.

Full Story: Ad Age (tiered subscription model) (9/11)

	6 Brands Targeting Female Audiences on Digital Which brands target women in their social advertising? We took a deep dive into Facebook digital data to uncover the advertisers targeting female audiences in 2019 and 2020. Read more.

Platform News

Reports: TikTok opts for Oracle partnership

(Joel Saget/AFP/Getty Images)

TikTok reportedly intends to form a partnership with Oracle in which the tech firm would be the "trusted tech partner" for the app's US user data and hold a stake in the ByteDance-owned operation, instead of accepting offers from Microsoft and Walmart. Sources say the deal satisfies US government data security concerns though it still requires approval from the White House and the Committee on Foreign Investment in the US.

Full Story: The Wall Street Journal (tiered subscription model) (9/14), Ad Age (tiered subscription model)/Bloomberg (9/13), TechCrunch (tiered subscription model) (9/13), Reuters (9/14)

Twitter explores audio DMs
Social Media Today (9/13)

Facebook gives developers 60 days for data use compliance
Adweek (tiered subscription model) (9/10)

Instagram patent points to potential image caption link fees
The Verge (9/13)

Measurement Matters

YouTube readies engaged-view conversion metrics

YouTube plans to make engaged-view conversions a metric for TrueView skippable in-stream ads for local and app campaigns by the end of 2020. Nicky Rettke, YouTube Ads product manager, wrote that the goal is to give advertisers "more transparent reporting across both click and engaged-view conversions, aggregated and anonymously, and new configurability options for conversion measurement to make data-driven media decisions for your business."

Full Story: MediaPost Communications (9/11), Adweek (tiered subscription model) (9/11), Social Media Today (9/11)

Social Shareable

Teacher shares history-themed road trip on YouTube

Gettysburg National Military Park (Chip Somodevilla/Getty Images)

Cathy Cluck, an Advanced Placement US history teacher in Texas, used the nontraditional school year format to share a virtual road trip with her students, where she visited places she teaches about, such as Gettysburg and the Lincoln Memorial. Cluck's 15-day journey -- #greatamericanhistoryroadtrip -- was chronicled on YouTube.

Full Story: National Public Radio (9/11)

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