Social media marketing insights from Amazon's Ken Gibbs
Influencer-created videos are a hit with Gen Z | Social media marketing insights from Amazon's Ken Gibbs | Verizon, Snap create #SaveLACougars AR landmarker lens
In March, the top 10 influencer social channels reached 29% of Generation Z with 150 million unique viewers, compared to the top 10 broadcast social media channels that reached 14% of the same audience with 71 million unique viewers, according to a Tubular Labs study. The study also lists the top 10 influencer and top 10 broadcast channels.
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Ken Gibbs, head of series social at Amazon and a member of Adweek's Social Media Council talks about why he's most excited about augmented reality, why he loves Wendy's social presence and his favorite social platform. "The ability to craft and highlight a brand voice is crucial and seldom as impactful (at such low production costs) on other platforms as it can be on Twitter," Gibbs says.
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Verizon and Snap created a second 5G-powered augmented reality landmarker lens that forms part of the National Wildlife Federation's campaign to #SaveLACougars. The lens unlocks an immersive experience from artist Louis Masai's mural of a cougar in Venice Beach, Calif., which allows Snapchat users to follow a cougar named P-22 that uses a wildlife land bridge to safely cross the freeway.
Facebook created a "Born in '96" spot that's airing on TV in Washington, D.C., as well as digital video and cable TV in select markets, which urges the federal government to update internet regulations that are still covered by the 1996 Telecommunications Act. The 60-second spot features three people born in 1996 reflecting on how their lives have been shaped by the internet and how technology has changed since the year of their birth.
Facebook says it'll help Instagram creators better monetize their efforts through creator shops, a framework for Branded Content deals and an enhanced influencer marketplace to connect individuals and brands. Creator programs appear to be the "next big battleground for the major platforms" seeking to gain a competitive advantage, writes Social Media Today's Andrew Hutchinson, who noted recent user tool launches among TikTok, Snapchat and LinkedIn.
Pinterest credits pandemic-sparked social media use and digital ad interest for a 78% year-over-year increase in first-quarter revenue totaling $485 million and 30% growth in global monthly active users, but predicts a leveling off of Q2 US user growth as lockdown orders ease. Chief Financial Officer Todd Morgenfeld said Pinterest plans to launch a new branding campaign during Q2 and enhance native checkout and ad automation tools.
First-quarter ad revenue at Alphabet jumped to $44.68 billion, up from $33.76 billion in Q1 2020, and included a 49% growth in YouTube ad sales that topped $6.01 billion. Company executives highlighted the significant growth of YouTube Shorts, which has reached 6.5 billion daily views, up from 3.5 billion at the end of January, and doubling of advertisers using its TrueView for action tool.
Brian Hogan, a barber and dad from Des Moines, Iowa, turned his basement into a retro video store during the pandemic to stave off quarantine blues and his wife documented the transformation on TikTok. The initial video introducing the Video Bunker has attracted 5 million views and more than 667,000 likes.
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