How brands can navigate the demise of free user content | Experts talk 2021 content trends | Maximize VR's potential with storytelling, product launches
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Free user-generated content is about to become a thing of the past as the creator economy accelerates and brand fans on social become more savvy about their value, writes Jessica Rudis, digital director at The Walt Disney Company. Rudis looks at the example of Rihanna's Fenty Beauty House and offers tips on how marketers can navigate the emerging world of paid fan content to build rewarding, authentic partnerships.
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
Seven experts in content marketing talk about trends for 2021, including listening in real-time to audiences, showing empathy and emotions, being nimble and demonstrating inclusivity. "It's about helping, listening and making sure [customer] voices are part of our content," says Salesforce's Jessica Bergmann, while University of Michigan's Marcus Collins notes, "If we understand how people make meaning, then we can take that understanding of who they really are and solve the problems that they have, be it wants or needs."
An estimated 75% of the world's leading brands are using virtual reality in some form to provide immersive experiences and forge strong consumer connections, writes Harpreet Munjal. He suggests brands tap the technology to provide memorable experiences, tell compelling stories and showcase products in an interactive environment such as IKEA's furniture visualization app.
This infographic from Best SEO Companies reviews trends from thumbnail images for this year's most popular videos so far on YouTube. Insights include 72% of these thumbnails show a human face, 88% are colorful and those featuring branding or logos attract more views.
Is Your Brand Prepared for the 2020 Holiday Shopping Season? The holidays are already upon us, but it's not too late to optimize your existing influencer campaigns for success. And if you're late to plan, we'll help you wrap up your ideas and put a bow on your influencer strategies just in time for the holiday season. Download the guide today.
Red Bull has transformed its annual "Dance Your Style" contest into a virtual competition on TikTok, inviting users to share videos of themselves street dancing to "Get Loose Now" by the Black Eyed Peas. Users can vote for favorites using the platform's poll feature and the eight most popular will be up against pre-selected dancers in the finals.
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. Join SmartBrief and marketing and retail industry experts to explore how the retail marketing landscape has changed this year and how brand marketers can succeed in 2021.
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.
Facebook is encouraging user engagement by again testing an up or down comment vote option in select groups. Users are asked to use an up or down arrow icon along with the words "yes" or "no."
Snapchat has acquiesced to content creator requests and is enabling them and businesses with a public profile to display follower counts. The count is hidden by default and creators can choose to make it visible.
Marketers challenged by mobile ad indifference can improve results by using videos that are 20 seconds or shorter, keeping uploads to 4GB max, avoiding bandwidth-clogging formats and integrating interactive features such as swipeable images, playable trials, gamification and quizzes, writes Riddle's Boris Pfeiffer. To gain real traction, he urges marketers to have a cohesive story and cater ads to within users' context.
A Twitter video of "Spider-Man" actor Tom Holland passing his Spider-Man mask virtually to a young heart transplant patient named #SpiderJerry has attracted more than 128,000 views. The clip ends with #SpiderJerry in full costume, shooting a web from his hands and saying, "I got this."
The death of UGC isn't the death of authentic fan content. It's the beginning of better content and a better relationship between brands and the creators who love them.
Jessica Rudis, digital director at The Walt Disney Company, writing for Adweek
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