An Ignoble Experiment: Facebook, Instagram change "like" controls

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

For more relevant content - Update Your Profile | Web Version

May 27, 2021

CONNECT WITH SMARTBRIEF

The Big Story

Facebook, Instagram change "like" controls

Instagram and Facebook are beginning to give users worldwide the option to conceal like and view counts on posts they make, and let them opt not to see those metrics on content from accounts they follow. Adam Mosseri, head of Instagram, said he didn't think the move will affect user engagement.

Full Story: The Wall Street Journal (5/26), Reuters (5/26), TechCrunch (tiered subscription model) (5/26)

Connecting & Collaborating

How brands can go "glocal" to engage more audiences

(Pixabay)

Marketers can employ localization technology to develop a "glocal" strategy and target local audiences across the world with content based on relevant insights, writes The Buyer Group's Lisa Buyer. Buyer explains how localization facilitates messaging across search engine optimization, content, social media and more, and offers best practice examples of "glocal" marketing.

Full Story: Search Engine Journal (5/25)

3 ways to get more from influencer marketing

(Pixabay)

Marketers can maximize the power of influencer marketing by using analytics to identify the right influencers with the ideal audience for their brand, writes Dylan Duke, CEO and founder of The Glew. Carefully listen to social audiences to spot potential brand moments in popular culture and tap microinfluencers to interact with their more engaged followers, Duke advises.

Full Story: SmartBrief/Marketing (5/26)

Why Estee Lauder is ramping up AR efforts

Estee Lauder is bolstering its augmented reality efforts with planned Snapchat activations for MAC, Too Faced, Bobbi Brown and Smashbox, and is also integrating try-on and checkout components to boost sales, said Estee Lauder's Salima Popatia. Consumers have used MAC's try-on tool 6.2 million times during the past year, with users having a higher conversion rate than other site visitors, Popatia says.

Full Story: Glossy (tiered subscription model) (5/26)

	Three keys to humanizing the future of work Organizations are moving towards a shared goal to redefine the importance of work. As they focus on thriving in the new era, businesses must: re-architect work; unleash the workforce; adapt the workplace. Learn how to get started in this Deloitte article.

Marketer Moments

Sockeye, Tillamook Ice Cream tap 92-year-old influencer

(Tillamook/YouTube)

Sockeye's campaign for the Tillamook County Creamery Association enlists the help of Baddie Winkle, a 92-year-old style influencer, to call out some ice-cream brands for inserting air into their products. The "Partnership for Creamier Ice Cream" push also features other influencers and is running across connected TV, digital, desktop, food and lifestyle mobile platforms and paid social in 16 US markets.

Full Story: Adweek (5/26)

	The latest stats on consumer sentiment amid the pandemic The latest refresh of ICF Next's COVID-19 Monitor Survey looks at how U.S. consumers are feeling about the pandemic, the public health response and how they're thinking about their future behaviors in financial services, healthcare, and retail/grocery as nationwide vaccine eligibility rolls out. Download Survey Report

Sponsored content from Twitter

Why marketers are extending their TV strategies

As video viewing habits evolve, marketers must adapt to reach their audience. People are spending more time on social media while they watch TV, and want an experience that's complementary to what they're watching on the big screen. Learn how to drive a deeper connection and extend your brand's reach with Twitter Amplify.

The Grammys gave fans a front row seat on Twitter

The Grammys is more than music's biggest night of the year. It's also a huge opportunity for brands to connect with their audience during culturally relevant moments. See how the Recording Academy turned to Twitter to help them celebrate the life's work of the artists and engage with music fans in a way they had never done before.

Platform News

Instagram boosts commerce ambitions with Drops

Instagram is launching Drops within the Shop tab to deliver announcements to US users on new and limited-edition goods based on their interests that can be purchased directly from within the app. Brands that qualify can access launch stickers and coordinate releases to coincide with live shopping within Commerce Manager.

Full Story: Social Media Today (5/26), TechCrunch (tiered subscription model) (5/26), Adweek (5/26), Ad Age (tiered subscription model) (5/26)

Twitter sets sights on global premium service
TechCrunch (tiered subscription model) (5/26)

Amazon ad uptake eclipses leading social platforms
MediaPost Communications (free registration) (5/26)

	10 Acquisition Email Campaign Tips That Work After 300+ acquisition email campaigns, these ten tips are helping marketers see success in industry-leading Open and Click-Through rates for improved ROI. Make your email campaigns work harder. Download Report.

Measurement Matters

Here's what influencers Gen Z female shoppers

The most significant drivers for female Generation Z product purchases are recommendations from family and friends (59%), followed by TikTok videos (39%), in-store displays (38%) and TV ads (31%), according to the 2021 IRI Gen Z survey. Instagram ads (23%) and Instagram influencers (22%) also scored high among the top influences for Gen Z females.

Full Story: MediaPost Communications (free registration) (5/26)

	2021 Social Ad Report: Top Advertisers on Facebook, Instagram, Twitter In our Q1 2021 social report, we use historical trend data from Pathmatics Explorer to unearth the strategies of the top 10 advertisers across Facebook, Instagram, and Twitter, including the key creative, messaging, and flighting trends that brought these brands to the top. Get it now.

Social Shareable

Flair bartending finds a niche on social media

The pandemic has created a new following for "flair bartending" on social media, where its practitioners highlight their showmanship. "I think that flair bartending and social media platforms are a perfect marriage, because of their short-burst ability," said Chris Cardone, a bartender at New York City restaurant I Sodi, and the pandemic "has allowed bartenders more free time to create new flair routines."

Full Story: Wine Enthusiast Magazine online (5/26)