Today's social media gaffe can cause lasting harm | Brands begin tapping the power of user-generated audio | Infographic: The right B2B content for each buying stage
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There's a difference between declaring your beliefs and being so reckless on social media that you alienate customers, employees and the public -- and harm your employer or business in the process -- writes Inspire PR Group founder Hinda Mitchell. "Any post that at face value is insensitive to a vulnerable population right now or to the public's conflicted feelings about major social issues is an unnecessary and inappropriate risk," she writes.
An emerging crop of tech firms are offering user-generated content services to help marketers advance their audio branding efforts and boost consumer engagement. Examples include Blerp, which maintains more than 500,000 unique audio emojis and thousands of user-created soundboards, and Vurbl, which is launching with millions of consumer-generated audio assets and plans to create a real-time programmatic audio ad platform
This infographic from Uberflip and Spear offers business-to-business marketers a guide to which content works best at each stage of the buying journey. Create thought leadership white papers and infographics to engage prospects at the top of the funnel and boost conversions with video testimonials and buyer guides.
LinkedIn's campaign checklist infographic offers an overview of essentials for campaign creation, targeting, budgeting, creative and tracking. Marketers are reminded not to overlook retargeting, conversion tracking and selecting campaign objectives and ad formats.
General Mills' Yoplait yogurt brand is sponsoring a dance challenge on Instagram Reels with the "It's Yoplaitime" campaign hosted by actor and singer Jennifer Lopez. For every video people post of themselves dancing to "Pa Ti," Lopez's latest single, Yoplait will donate $1 to the nonprofit Feeding America while committing a minimum of $250,000.
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.
The Lobby launched a beta of its digital marketplace featuring 30- to 90-second shoppable fashion and accessory videos produced by 40 influencers on behalf of 30 participating direct-to-consumer brands, including the Girlfriend Collective and Solid and Striped. Founder and CEO Abigail Holtz describes the platform as "QVC meets TikTok."
Pinterest continues toward its "goal of making every Pin shoppable" by adding three ad opportunities for US and UK marketers: in Pinterest Lens visual search matches, the shop tab within search and shopping matches on Pins. Brands also can access new metrics such as top converting Pins and audience sales conversions, and can turn their strongest performing organic Pins into ads.
A TikTok video posted by Nathan Apodaca that shows him lip syncing to "Dreams" by Fleetwood Mac as he cruises down a road has attracted more than 37 million combined views on TikTok and Twitter, and contributed to the track being streamed more than 1.4 million times on Spotify. Fleetwood Mac retweeted the video with the copy, "We love this!"
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Keep a civil tongue.