Analysis by Pathmatics reveals how major brands have paused social advertising this week amid election result uncertainty, showing significant drops in spend on Twitter and Facebook. "The biggest risk a brand has right now is a misstep," says Gartner's Nicole Greene, while GroupM's Brian Wieser notes, "There are a lot of marketers who are concerned about whether or not consumers would be receptive to any message at this point in time."
Lead with your heart People feel first and think second. So if customers associate your brand with positive emotions, they are more likely to trust you, purchase from you, and forgive you if anything goes wrong. Ready to connect with your customers on an emotional level? Get your ebook
E.l.f. Cosmetics modeled how to connect with Generation Z with its "Eyes, Lips, Face" TikTok campaign, which started with an original song and video that hit 1 billion views in six days. The outreach was conducted "in a way that felt distinct and platform native, and would engage the community in the way they wanted to engage," said Gayitri Budhraja, brand vice president.
Instagram is a good gauge of consumer behavior, writes Sudipto Ghosh, and he takes a look at what the platform has done this year to help brands and creators tie into social shopping and other trends. These new features include Instagram Reels, live donations and messaging via desktop.
Twogether's Jon Busby and Capgemini's Ana Costa talk in this podcast about how business-to-business marketers can maximize audio and video content. The pair also discuss social media's use in B2B marketing and how B2B marketing is becoming more comparable to consumer marketing.
Navigate the new streaming normal As audiences turn away from linear viewing towards SVOD and AVOD streaming platforms, media and entertainment businesses must respond effectively and adapt to thrive. Explore trends that are diriving this structural transformation and find out how the cloud can help you accelerate the transition. Get the white paper.
Starbucks unveiled its four holiday cup designs and launched a campaign that includes three 15-second digital and TV spots, produced by The Mill and Big Spaceship, digital display ads, full-page insertions in magazines, and social content across Snapchat, Instagram, Twitter and Facebook. The push encourages mobile ordering with the tagline, "Festive is a tap away, download the app today."
Should Your Brand be on TikTok? In this exclusive guide, you'll learn best practices for partnering with influencers on the platform — from finding creators, creating content, amplifying posts and measuring results. Read the guide today.
People may be apart, but they're coming together on Twitter to watch and talk about the biggest cultural moments of the year. In fact, 44% of people say their use of Twitter while watching TV has increased since March. Here's why your brand needs to be part of the conversation.
TikTok is testing a dedicated Learn tab on the home screen, giving users quick access to educational and how-to videos. The tab has been removed for now as the company continues to test the feature, but a promotional campaign is tagging educational content with the #LearnOnTikTok hashtag.
How brands should embrace the new normal This year has been the year of the pivot for brands as the pandemic has reshaped consumer behaviors and the customer journey, most likely permanently. Marketers need to focus on planning for the future with strategies that meet both the immediate and long-term needs of consumers. Watch SmartBrief and marketing and retail industry experts on-demand explore how the retail marketing landscape has changed this year and how brand marketers can succeed in 2021.
Individuals spent 34% of their YouTube video watch time on connected TV during the third quarter, versus 27% during the fourth quarter of 2019, according to Collab research. The average YouTube view time for connected TV is 7.26 minutes, compared with 5.74 minutes for desktop and 3.61 minutes for mobile.
David Kuhl of Naples, Fla., posted an image that's gone viral on LinkedIn of the poster he puts on the door of his home office for his five children. Titled, "Dad's in a meeting," the poster includes messages such as, "Do not enter (or lose screen time for 2 days!)," "Unless you are bleeding it's fine," and "Ask mom!"
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