An Ignoble Experiment: Use these tools to elevate YouTube content

Sources: TikTok, US government reach tentative deal | US TikTok downloads, updates banned as of Sept. 20 | 7 marketing lessons from Ryan Reynolds

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

September 18, 2020

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The Big Story

Sources: TikTok, US government reach tentative deal

(Olivier Douliery/Getty Images)

The US government has given TikTok tentative approval to sell a majority stake of its US operations, with Oracle holding 20% and Walmart, Sequoia Capital, General Atlantic and other firms rounding out the list of US investors, report various sources. The US Treasury Department's revised terms, which reportedly require the newly dubbed TikTok Global to be headquartered in the US and to file for an IPO in 2021, still need to be approved by President Donald Trump and the Chinese government.

Full Story: Business Insider (9/17), Social Media Today (9/17), The Wall Street Journal (tiered subscription model) (9/17)

US TikTok downloads, updates banned as of Sept. 20
Variety online (9/18)

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Connecting & Collaborating

7 marketing lessons from Ryan Reynolds

Reynolds (Cindy Ord/Getty Images)

Ryan Reynolds offers seven marketing lessons, including the importance of authenticity, always thinking like a consumer, being able to produce "fastvertising" and the changing perception of brand endorsements. "People want to feel that you, the celebrity, or you, the face of a brand, has a genuine connection to that brand," he says, warning, "And they know if you don't."

Full Story: Adweek (tiered subscription model) (9/17)

Use these tools to elevate YouTube content

Social marketers can boost their YouTube marketing with tools such as YouTube Autocomplete and Google Keyword Planner to identify trending content topics, Aleh Barysevich writes. He explains a range of other tools to research content from competitors and measure content success.

Full Story: MarketingProfs (free registration) (9/17)

Opinion: Maximize social sales in 4 steps

Research from Smartly.io indicates that 51% of global consumers purchased a product in the past 30 days upon seeing a social media ad. The company's Corinne Demadis calls creative content "the performance lever" and offers three other steps to help marketers maximize the potential of social ads with a focus on targeting, automating and testing.

Full Story: Adweek (tiered subscription model) (9/17)

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Marketer Moments

Mischief creates "Be a #VILF" for OkCupid

(OkCupid/YouTube)

OkCupid is touting its Voter 2020 badge with a "Be a #VILF" campaign from Mischief @ No Fixed Address that includes an anthem spot, out-of-home ads in Los Angeles and New York, influencer "VILF kits" and an influencer makeup tutorial with a twist. The 40-second anthem spot centers on the dating profile of "Trevor," who isn't registered to vote, and a narrator says, "A-list looks can't make up for d-bag values. America: Don't be a Trevor."

Full Story: Adweek (tiered subscription model) (9/17), Ad Age (tiered subscription model) (9/17)

New York Times, Facebook team on AR content

The New York Times and Facebook have entered a multiyear partnership to co-create augmented reality Instagram features that will include interactive journalism. The first releases include AR effects and filters related to reporting on the California wildfires, lockdown air quality and 100-year anniversary of women's suffrage, and a QR code in the newspaper's Sunday edition launches the AR content for print readers.

Full Story: MediaPost Communications (9/17)

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Influencer Marketing in 2020

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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

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.

Platform News

Facebook app helps marketers wrangle promotional efforts

The Facebook Business Suite is a tool designed to help small and medium-sized marketers create ads and schedule, manage and analyze paid and organic Facebook and Instagram posts via a single interface. Facebook also released its monthly Global State of Small Business Report and a Deloitte-commissioned study that points to a rise in e-commerce and social media amid the pandemic.

Full Story: Adweek (tiered subscription model) (9/17), TechCrunch (tiered subscription model) (9/17), Ad Age (tiered subscription model) (9/17)

Google tools help brands maximize live event promotions

Google is enhancing Ad Manager's Dynamic Ad Insertion with its DAI Prefetch feature to enable media buyers to run ads in live events across screens, eliminate repetitive placements and time content to coincide with events. Google also developed an Early Break Notification API, designed to help partners monetize events by using programming and other ad break data to enable brands to send relevant ads while maintaining brand safety requirements.

Full Story: MediaPost Communications (9/17)

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Measurement Matters

Nielsen's Compass designed to show advertising ROI

(Nielsen)

Nielsen's new Compass database is designed to help marketers spot trends, set expectations and maximize efficiencies for cross-media campaigns by tracking promotions in 50 countries and matching audience levels with sales data to determine a campaign's return on investment. The database consists of TV, display, digital, social media, search, print, out-of-home and radio campaigns.

Full Story: Adweek (tiered subscription model) (9/17), MediaPost Communications (9/17)

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Social Shareable

Kindergartner teacher's virtual class gets 9.8M views

A TikTok video of a Washington kindergartner teacher virtually teaching her class the number 4 has attracted 9.8 million views and 2 million likes. "The amount of patience in this video is astronomical," commented one TikTok user.

Full Story: Insider (9/17)

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