An Ignoble Experiment: Twitter to reopen verification applications

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December 18, 2020

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The Big Story

Twitter to reopen verification applications

(Twitter)

Twitter is reopening applications for account verification in January, released new verification guidelines spanning six categories of accounts and a new self-serve application procedure. Twitter also is working on automated and memorial accounts.

Full Story: Social Media Today (12/17)

A first: Walmart, TikTok join for shoppable US livestream

(Walmart)

Walmart is running a one-hour "Holiday Shop-Along Spectacular" livestream today on TikTok with 10 platform influencers. The event marks the first time a large retailer has created a shoppable US TikTok livestream, and will feature a runway show from a living room, give viewers inside looks at creators' closets and display clickable "pins" that can be used to add items to shopping carts.

Full Story: Ad Age (tiered subscription model) (12/17), Adweek (tiered subscription model) (12/17), Marketing Dive (12/17)

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Connecting & Collaborating

Unilever to end Facebook, Instagram, Twitter ad boycott

Unilever plans to lift its moratorium on Facebook, Instagram and Twitter advertising that was spurred by the "Stop Hate for Profit" social media boycott campaign, designed to combat online hate speech. "We are encouraged by the commitments the platforms are making to build healthier environments for consumers, brands and society," said Luis Di Como, Unilever's executive vice president of global media.

Full Story: Campaign UK (tiered subscription model) (12/18), Reuters (12/18), The Wall Street Journal (tiered subscription model) (12/17)

Social media giveaways offer twice the exposure

(Pixabay)

Holiday giveaways on social media can promote services or products and empower companies to garner attention twice, when announcing winners and when delivering prizes. This article details three ideas for giveaways on Instagram, including a photo contest.

Full Story: Business 2 Community (12/16)

Podcast: LinkedIn's Keith Richey talks trends, future

Keith Richey, senior director of global marketing at LinkedIn, talks in this podcast about the importance of building resilience in marketers through company culture, an acceleration in data-driven strategies amid the pandemic and the top marketing skills of the future. Richey also explains why he thinks the 4Ps of marketing should be replaced with the 4Ss -- "stance, solution, strategy, and systems."

Full Story: MarketingProfs (free registration) (12/17)

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Marketer Moments

Pepsi takes Twitter's temperature for "cocoa" cola

Pepsi asked Twitter to retweet a post 2,021 times if fans wanted the brand to celebrate the new year with a "cocoa" cola drink that blends Pepsi with cocoa and "a hint of marshmallow." The tweet passed its goal in four hours, and the company promised to make its Pepsi "Cocoa" Cola.

Full Story: Ad Age (tiered subscription model) (12/17)

Digital Marketplaces: Commerce, Insights and Advertising

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Platform News

Twitter gets vocal with audio chat room test

(Pixabay)

Twitter is using a select group of users to test its new Spaces audio chat feature. These users can invite others to join virtual chat rooms -- through a direct message or by sharing a link -- where the hosts control conversations, which are being recorded through live automatic transcriptions.

Full Story: TechCrunch (tiered subscription model) (12/17), CNET (12/17), Social Media Today (12/17)

Measurement Matters

Report: Influencers 57% more effective in 2020

Brand partnerships with influencers had a 57% stronger effect and reach this year compared to 2019, while sponsorships rose 130% on TikTok, sponsored Instagram Stories increased 32% and Instagram posts using #ad dropped 19%, according to a Klear report. The study also found that Generation Z influencers were the only demographic to increase their use of sponsored Instagram posts.

Full Story: Marketing Dive (12/17)

Social Shareable

NYC restaurant's al fresco dining in the snow goes viral

An Instagram video showing employees at the Trattoria L'incontro restaurant in New York City dining outside in a snowstorm has attracted 394,000 views. "I would like to thank New York City for this beautiful night here," says restaurant owner Rocco Sacramone in the clip, adding, "So this is how we're going to be doing outdoor dinner or outdoor lunch in New York City from today on."

Full Story: KRDO-TV (Colorado Springs, Colo.) (12/17)

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