An Ignoble Experiment: Is it time to start working with "granfluencers"?

Created for ignoble.experiment@arconati.us | Marketing manager at Amex

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February 19, 2021

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The Big Story

Is it time to start working with "granfluencers"?

(Pixabay)

Older Americans are increasingly becoming influencers, boasting active lifestyles and vast interests on social media much like their younger counterparts while also representing a demographic with tech acumen and sizable disposable income. Nicla Bartoli, Influencer Marketing Factory co-founder, said, "Whether they're self-made influencers or creating content with the help of their grandkids, they've become an interesting alternative to the typical ads for elderly audiences."

Full Story: PR Daily (2/17)

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Connecting & Collaborating

9 ways to boost B2B conversions on LinkedIn

Chanakya Kyatham offers nine ways business-to-business marketers can increase conversions on LinkedIn, such as participating in niche Groups, using employee ambassadors and posting video content. Kyatham advises taking the time to develop genuine relationships with prospects and boosting organic efforts with paid ads.

Full Story: Business 2 Community (2/18)

Report: Understanding Snapchat users

(Lionel Bonaventure/Getty Images)

Snapchat users worldwide hold a spending power of $4.4 trillion and 50% are less likely, compared with nonusers, to purchase from brands that hold opposing views on social issues to their own, according to a Snapchat study conducted with Cassandra. In addition, Snapchat users are three times more likely to use augmented reality experiences to try products, and tend to have higher discretionary income.

Full Story: Adweek (2/18), Social Media Today (2/18)

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Marketer Moments

Showtime invites fans to join a "Shameless" group chat

Showtime is promoting the final season of "Shameless" with a social push that invites fans to join a group chat with the show's characters on new conversation platform Community. "It made perfect sense to bridge the gap between the real world and the Shameless world by giving fans the chance to hear directly from the characters they've become so invested in," says Showtime's Puja Vohra.

Full Story: Adweek (2/18)

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Platform News

TikTok appears to be expanding sales opportunities

TikTok launched a test of an online education portal in Indonesia, dubbed TikTok Shop: Seller University, with details on how to set up a platform store, accept payments and communicate with customers within the app. "If [TikTok] can successfully implement revenue-generation tools for creators, it stands a good chance of becoming a major challenger for social media ad dollars long-term," writes Social Media Today's Andrew Hutchinson.

Full Story: Modern Retail (tiered subscription model) (2/19), Social Media Today (2/16)

Snapchat touts values of 6-second ads
Social Media Today (2/18)

Court filings reveal Facebook knew of inflated ad metrics
Variety (2/18)

App Annie says Clubhouse downloads skyrocketed in Feb.
TechCrunch (tiered subscription model) (2/18)

Measurement Matters

Social video viewership rose 56% since pandemic started

Tubular Labs reports that US residents spent 56% more time watching social videos on YouTube and Facebook in December 2020 than they did in February, an increase that rises to 97% for those over 45 years old. Influencers commanded the most attention, with 121 billion monthly minutes, followed respectively by traditional broadcasters and digital-first publishers.

Full Story: Next TV/Multichannel News (2/18)

Social Shareable

N.Y. resident wins Mtn Dew's $1M Super Bowl challenge

Mtn Dew is awarding Ryan DePaul of Rochester, N.Y., $1 million for guessing how many bottles of the Major Melon variety appeared in the beverage brand's Super Bowl ad. Viewers had three chances to tweet the correct number, and DePaul chose the correct answer on his first try.

Full Story: WTEN-TV/WXXA-TV (Albany, N.Y.) (2/17)

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Not only are seniors becoming more tech-savvy, they're using online platforms to build their personal brands and share their favorite products, making them perfect untapped partners.

Rahel Marsie-Hazen, head of PR and content for Aura Frames, writing for PR Daily