An Ignoble Experiment: Brands turn to influencers for the holidays

Brands turn to influencers for the holidays | Turn Instagram into a catalog for your business | Study: Consumers seek "feel-good" videos

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

December 2, 2020

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The Big Story

Brands turn to influencers for the holidays

There's been a 20% to 30% rise in the number of requests for holiday campaigns featuring influencers from a wider variety of brands this year, report influencer agency executives. "Now that professional production studios aren't reliable -- due to safety measures -- influencers are the go-to," says Kristy Sammis, founder of Clever and executive director of the Influencer Marketing Association.

Full Story: Digiday (tiered subscription model) (12/2)

	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 driving this structural transformation and find out how the cloud can help you accelerate the transition. Get the white paper.

Connecting & Collaborating

Turn Instagram into a catalog for your business

Instagram guides, which rolled out in November, are like catalogs of curated content that can include product information, behind-the-scenes peeks, team insights or educational resources. This article explains how to set up, format, publish and promote the guides.

Full Story: Social Media Examiner (11/30)

Study: Consumers seek "feel-good" videos

(Pixabay)

Research by TheSoul Publishing indicates 69% of consumers spend 30 minutes to three hours daily watching videos lasting less than 10 minutes with a focus on feel-good content such as DIY projects, cooking, comedy and crafting. The trend toward these types of videos is driven by a need for consumers to escape and to improve their overall well-being, the company reports.

Full Story: Adweek (tiered subscription model) (12/1)

	Are You Using Influencers to Drive Sales This Holiday 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.

Marketer Moments

Gucci launches Snapchat AR portal lens for new scent

Gucci Beauty, with Snapchat, created an augmented reality portal lens that immerses users in the world of its new Gucci Bloom Profumo di Fiori fragrance and challenges them to find hidden Bloom fragrances and extras within a garden maze. The lens features a link to the brand's site for users to shop the new scent.

Full Story: Adweek (tiered subscription model) (12/1)

	Campaign Planning Templates for 2021 Use this comprehensive slide deck to get your marketing campaigns launched faster and in a more meaningful way. These detailed Campaign Planning Templates will help you to create your campaign essentials, map your content plans, track and summarize your campaign success and activate key stakeholders. Download The Templates.

Sponsored content from Twitter

Entertainment: 5 insights from the talk on Twitter

With more people staying home and so many entertainment options available, the way we watch — and where we talk about it — is changing. The result: a surge in conversations and video views on Twitter. Read the latest Twitter Conversation Report to find out what your brand can learn from this.

4 keys to Burger King's #CowsMenu launch success

Burger King's launch of its #CowsMenu sustainability campaign was a huge hit on Twitter, where 55% of people look to buy from companies that are environmentally responsible. See how the fast food giant's uniquely creative campaign got people talking and drove a 5X increase in brand mentions.

Platform News

Reddit discloses users, expects strong revenue growth

(Reddit Inc.)

Reddit has revealed its audience size for the first time, reporting 52 million daily active users in October, a 44% year-over-year increase, and officials say the social platform expects to boost ad revenue 70% this year. While Reddit's numbers are still overshadowed by competitors such as Facebook and Twitter, it's working to entice brands by launching ad sales in international markets, beefing up its sales force and touting brand safety, says Chief Operating Officer Jen Wong.

Full Story: TheWrap (12/1), The Wall Street Journal (tiered subscription model) (12/1)

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.

Measurement Matters

GroupM: Digital ads benefit amid tumultuous year

GroupM predicts US advertisers will spend $110.1 billion on digital ads during 2020 and, for the first time, account for more than half of total ad spending, which it projects to reach $214.6 billion. GroupM global CEO Christian Juhl says, "The biggest beneficiaries are Google, Facebook and Amazon. They have done a good job of showing ad performance -- and when they show performance marketers shift dollars."

Full Story: The Wall Street Journal (tiered subscription model) (12/1), Ad Age (tiered subscription model) (12/1), MediaPost Communications (12/1)

Social Shareable

Brands play on Twitter with monolith memes

Brands are having fun on Twitter with memes about the mysterious metal monolith that appeared in the Utah desert. McDonald's transformed the object into a drive-thru kiosk, The Home Depot replaced it with its viral giant skeleton and Burger King turned it into a tower of nuggets.

Full Story: Ad Age (tiered subscription model) (12/1)

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