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2021/03/02

How influencer marketing has evolved amid pandemic

Created for ignoble.experiment@arconati.us  |  Marketing manager at Amex
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March 2, 2021
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The Big Story
Influencer marketing ranked among the top three return strategies for 9% of marketers before the onset of the pandemic and jumped to 22% following the outbreak, according to a Chief Marketer survey. Kaylee Hultgren examines how Pernod Ricard, Turner Networks and Ally Financial bolstered their influencer efforts, with Pernod's Kim Haney noting, "[I]nfluencer campaigns became front and center and they became the leads as opposed to the supporting acts."
Full Story: Chief Marketer (2/26) 
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Engaging content that you can measure in 3 steps
It's hard enough to create an engaging experience through content, let alone understand what resonates with your audience in real time. Take a look at our 3-step approach to more engaging content that provides real value to your audience, and insights for you.
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Connecting & Collaborating
Social Squib digital agency owner Anne Popolizio takes a deep dive into how marketers can use Facebook's Conversions API to monitor and measure Facebook and Instagram marketing efforts as Apple and privacy initiatives complicate tracking capabilities. She urges brands to set up and test their APIs prior to the release of Apple's iOS 14 update and ad-blocking software to ensure valuable conversion data isn't lost.
Full Story: Social Media Examiner (3/1) 
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Report: Consumers tend to spend on brand purpose
(Nic Antaya/Getty Images)
Consumers seem to put their "money where their mouth is" for their favorite causes as 82% say they are willing to pay more if a brand supports social causes important to them, and 43% would pay double, according to a Vrity report that analyzed consumer sentiment on social media. In addition, 55% said they monitor brand values more now than a year ago and 37% would boycott brands for failing to take a stand on issues.
Full Story: Campaign US (tiered subscription model) (3/1) 
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How marketers can help the vaccination drive
(Mario Tama/Getty Images)
Brands and agencies venturing into campaigns to persuade consumers to receive COVID-19 vaccinations must focus primarily on developing trust and how vaccines will help people get back to activities with their loved ones, writes Digitas Health's Lee Fraser. Fraser writes that marketers should "tap into local, largely unknown microinfluencers who the community will trust as the messenger."
Full Story: The Drum (free registration) (3/1) 
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Digital Marketing Predictions for 2021 and Beyond
From fully remote employment to all-digital events, 2020 has taught marketers some valuable lessons about adapting to an abrupt new reality. Download this cheat sheet to discover emerging trends and find out how they can help you get a head start on your marketing plan for the new year and beyond.
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Marketer Moments
NHL, Geico tells fans: Show us your skills
(NHL)
The NHL launched an "NHL Fan Skills at Home Presented by Geico" campaign on Instagram and TikTok that invites fans to share videos of their skills for the chance to be featured on the league's social channels. The campaign comes on the heels of last year's social-focused #HockeyAtHome push.
Full Story: Adweek (3/1) 
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Breaking News: Facebook Boycott leads to Pathmatics Media Blitz
One of the biggest stories in 2020, the Facebook Boycott saw top brands pull their spend from the social giant, in protest w/ the #Stophateforprofit coalition. And, Pathmatics was on the forefront as the primary source of data for all the major new outlets. Watch now.
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Featured Content
Insights for leaders and managers from SmartBrief Originals
Platform News
Instagram adds Rooms to livestream with more people
(Facebook)
Instagram is doubling the number of people who can go live together with the launch of Live Rooms, which can include up to four individuals for events such as jam sessions, social livestreamed shopping and Q&A's. Fans can purchase badges to support hosts.
Full Story: TechCrunch (tiered subscription model) (3/1),  Social Media Today (3/1) 
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Visha Naul, Pinterest's director of business marketing, Europe, touted the platform's differentiating factors ahead of its first advertiser summit, pointing to "all-time highs for engagement globally over the past year" and its "positive corner of the internet." Naul contends its users' mindset enables brands to connect and engage with individuals throughout "the full purchasing funnel" and says the platform is ideal for ads and "shoppable moments."
Full Story: Mobile Marketing Magazine (3/1) 
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Connected TV: Elevated TV Advertising
Consumer habits are changing. It's time to stop guessing if your TV spot will reach your target demo. Connected TV (CTV) bridges the gap between linear TV and insights-driven targeting. Check out this comprehensive CTV guide to learn more.
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Measurement Matters
A Smartly.io poll of global retailers found 74% spent at least one-third of their 2020 ad budgets on social media, with 93% including Facebook as part of their media mix. Nearly half of retailers surveyed expect to increase their social media ad spending this year, with 76% planning to increase Facebook advertising, while 40% plan to boost their budgets for Instagram, LinkedIn and Twitter.
Full Story: ClickZ (3/1) 
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Social Shareable
Buzzy virtual brands boost business for some eateries
(Virtual Dining Concepts)
Influencer Jimmy Donaldson, who goes by the name MrBeast on YouTube, launched a virtual burger franchise in partnership with Virtual Dining Concepts, which has crafted similar concepts with other personalities including Pauly D from "Jersey Shore." Restaurants in local markets sign on to provide the MrBeast Burger menu for delivery using their kitchens, a trend that's helping some eateries stay afloat during the pandemic.
Full Story: Restaurant Business online (2/26),  The New York Times (2/25) 
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The way that brands differentiate is what they stand for.
Jesse Wolfersberger, co-founder of Vrity, as quoted by Campaign US
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