Marketing executives from top brands including the NFL, SAP, Frito-Lay and White Castle shared key learnings from influencer marketing this year at the recent ANA Influencer Marketing Conference. Among the 10 trends highlighted in this piece are the importance of testing influencer content to optimize return on investment, the use of passionate fans as brand ambassadors and tapping into niche influencers and their audiences.
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Giphy's top GIFs for 2020 included one recognizing health care workers from Red and Howling, YouTube's "Keep Spreading Positivity" and William Garratt's GIF showing socially distanced deserted islands. Brand messages that are purpose-led or speak to social justice will continue to resonate with viewers into next year, experts predict.
Facebook, YouTube and Instagram will be the most popular platforms in 2021 for social video, although relative newcomers such as Twitch and TikTok will be hot on their heels, predicts Clint Fontanella. His other predictions for social video next year include it becoming an increasing competitor with streaming services such as Netflix and its rising use in shopping experiences, as seen by brands such as J. Crew, Napoleon Cat and Clek.
The shift to digital has been the biggest marketing trend of 2020 as customers embraced online experiences during the pandemic, and marketers will have to meet high digital expectations next year, writes Sunder Madakshira, Adobe India's marketing chief. Madakshira also explains the pivotal role of data and why marketers must continue to showcase brand authenticity and display empathy in 2021.
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Dole Packaged Food's #UnstuffedBears campaign uses images of teddy bears to depict how childhood hunger has spiked during the pandemic and is accepting donations to hunger relief efforts at a dedicated website, said Rupen Desai, Dole's global chief marketing officer. The campaign, which aligns with the company's mission to place people and the planet before profits, is also appearing across social channels in the US, UK, New Zealand, Japan and Singapore, he added.
Many moms surveyed by BSM Media -- 86% -- checked out TikTok for the first time in March and 70% plan to keep using the platform. Product discovery was a major benefit for moms as 62% said they learned about new products by watching videos on TikTok.
Hugh Jackman was victorious over Ryan Reynolds in a charity competition to see who would sell more products at Sam's Club -- Jackman's Laughing Man Coffee or Reynolds' Aviation American Gin. Reynolds tweeted a video showing Jackman reveal the results to him with the words, "You lost the Sam's Club thing. I won. Everyone hates you," and it has attracted 1 million views and more than 51,000 likes.
Influencers are increasingly being valued as long-term partners, so it's worth putting in the effort up front to craft a long-term relationship and strategic vision.
Michelle Greenwald, CEO of Catalyzing Innovation, writing for Forbes
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