An Ignoble Experiment: Social media ads spur 35% of global consumers to buy

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

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April 30, 2021

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The Big Story

Marketers examine OnlyFans platform as experimental tool

OnlyFans is known for subscription-based content that leans toward the risque, but brands are nonetheless examining the social platform and its 50 million user base as tool to reach "mega-fans" and niche audiences and to cultivate communities, writes Gabriela Barkho. Regional fast casual chicken chain Sticky's Finger Joint recently launched an OnlyFans account with exclusive content, and Rebecca Minkoff livestreamed its fall 2021 collection for platform users.

Full Story: Modern Retail (tiered subscription model) (4/27)

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Connecting & Collaborating

Video techniques that spark TikTok interest

Brands can boost TikTok engagement by creating lip-sync videos with original sounds that often trend well on "For You" pages and voice-overs with original scripts, suggests Kaleena Stroud. Stroud also details the power of time-lapse, calming and satisfaction videos and reactions to other posts.

Full Story: Practical eCommerce (4/27)

Avon bets on livestreams as next revenue generator

The Avon Co. replaced its annual representative convention amid the pandemic with 30-minute livestream shopping events for team members and consumers that have included everything from DJs and prizes to new product launches and direct response components. Avon wants to "continue to digitize shopping" and believes livestreaming is the future of retail, said Jason Sigala, director of events.

Full Story: Glossy (tiered subscription model) (4/29)

Marketer Moments

Innocean, Hyundai "Question Everything" for Tucson

(Hyundai USA/YouTube)

Hyundai Motor America has unveiled what Chief Marketing Officer Angela Zepeda describes as the "the biggest and most important launch in Hyundai's history" for the 2022 Tucson in the form of a "Question Everything" campaign from Innocean USA that stars Jason Bateman, Mindy Kaling and other famous faces. The push, with media handled by Canvas, includes TV ads, integrations with shows, a co-branded augmented reality series with National Geographic, out-of-home, radio and social content, including GIFs and a TikTok challenge.

Full Story: The Drum (free registration) (4/29), MediaPost Communications (free registration) (4/29), Adweek (4/29), Ad Age (tiered subscription model) (4/29)

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Platform News

Twitter warns of slowing growth following strong Q1

(Pixabay)

Twitter counted 199 million daily active users at the end of the first quarter, a 20% year-over-year increase, while also boosting revenues by 28% to $1.04 billion, which included a 32% increase in ad sales. The social platform sees a coming slowdown in user adoption amid lockdown lifts, a "modest impact" in ad sales due to Apple's privacy update and plans to continue exploring subscription models and focusing a decentralized social network.

Full Story: CNET (4/29), Reuters (4/29), BNN Bloomberg (Canada) (4/29), The Hollywood Reporter (4/29)

Pinterest users shift focus toward vacations, fashion, parties
Social Media Today (4/29)

Twitter's Jennifer Prince talks audio trends, Newfronts strategy
Ad Age (tiered subscription model) (4/29)

Snapchat launches "inclusive camera" initiative
Axios (4/29)

Instagram Live turns on volume controls
TechCrunch (tiered subscription model) (4/29)

Measurement Matters

Social media ads spur 35% of global consumers to buy

A study from Smartly.io conducted by Dynata revealed that 35% of consumers around the globe were inspired to make an online purchase in the past 30 days because of social media ads, an increase from 26% in August. Also, 27% of respondents want to see video ads on social media, followed by photo carousels at 23% and Stories at 19%.

Full Story: MediaPost Communications (free registration) (4/29)

Social Shareable

Adam Sandler turned away from IHOP in viral TikTok

A TikTok video posted by an IHOP employee that shows her not recognizing Adam Sandler, who leaves the restaurant after being told it will be a 30 minute wait, has attracted 10.3 million views and 2.2 million likes. "While we weren't able to serve Adam in this particular instance ... we look forward to serving him on his next visit!" an IHOP spokesperson said.

Full Story: NBC News (4/29)

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