Key trends for influencer marketing in 2021 will include brands and influencers partnering on shared values, a focus on local campaigns and environmental impact, and a prioritization of video content, particularly livestreaming, writes G&B founder Kyle Hjelmeseth. "[T]hose willing to embrace livestreaming and film get a powerful boost in their organic reach, as Google moves to index video content from outlets like Instagram and TikTok, supercharging the visibility of influencers' content creations," Hjelmeseth writes.
The partnership channel can drive two times faster growth We asked 400+ partnership pros about the benefits their partnership programs delivered. View infographic to see results
Futurist Cathy Hackl examines how individuals are increasingly using virtual avatars to navigate the web, apps and games and how brands can utilize "Direct-to-Avatar" sales models for new types of interactions and marketing. Hackl offers D2A examples and tips for brands that want to evolve their "virtual identity."
Twitter Next's Ryan Oliver talks about Super Bowl-related trends on the platform, noting that brands are tapping into "nostalgia, a throwback to pop culture and old-time favorites" and there's been much discussion about who's not advertising. Oliver also notes an increase in brands using games or contests on Twitter to engage fans, pointing to examples from Frank's RedHot, Pepsi and RocketMortgage.
This infographic from SocialPubli displays influencer marketing statistics for 2021, including 89% of marketers say influencer marketing is effective and 88% favor influencers who have 100,000 or fewer followers. In addition, 96% of marketers prefer Instagram for influencer marketing and 90% say results from influencer marketing have improved or been as good during the pandemic as before the crisis.
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The NFL is building consumer connections by enlisting players and teams to engage directly with football lovers by posting playful comments, videos and other content on their TikTok accounts. Ian Trombetta, NFL's senior vice president of social and influencer marketing, says the strategy is akin to "throwing the football in the stands," with the excitement spurring fans to create additional league-related content.
Cutwater Spirits, owned by Anheuser-Busch, launched a "Cut Out with Cutwater" campaign featuring "Schitt's Creek" star Emily Hampshire that includes a 30-second spot, a social media series, social sweepstakes and digital takeovers. Super Bowl fans can enter the sweepstakes during the game on Instagram and Twitter to help them "cut out" from daily routines.
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Facebook is trying to make ad placement near its News Feed more brand-safe by testing "topic exclusion tools" with select advertisers that enable them to exclude ads near subject matter they deem inappropriate. Facebook says the tests are still early, and UM's Joshua Lowcock notes he is "surprised how quickly Facebook has moved post-boycott to bring this to market, especially given for years it has always been positioned as too hard or off-the-table."
This infographic from LinkedIn displays six steps for measuring campaign success on the platform, including key metrics, how to use conversion tracking and setting up lead generation forms. LinkedIn advises that "it will likely take some time for the full impact of your efforts to be seen, given the complexity of today's buyer journey."
Amazon teased its Super Bowl spot on Instagram with a five-second video showing actor Michael B. Jordan in the rain and the copy, "Try not to stare," with #AlexasNewBody. The clip was also shared from Jordan's Instagram account and has attracted more than 3.2 million views as of late this morning.
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