An Ignoble Experiment: How to structure and edit marketing videos

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

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May 28, 2021

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The Big Story

Marketers weigh in on organic versus paid TikTok efforts

(Pixabay)

Brands and agencies are weighing the value of an organic approach to TikTok marketing due to the lack of detailed algorithm insights, compared to paid ads with guaranteed views or hashtag challenges that can cost up to $150,000 weekly. Some brands are going with a hybrid approach, with AnalogFolk's Simon Richings saying there's no concrete rule and each brand needs to have its own "secret weapon."

Full Story: Digiday (tiered subscription model) (5/27)

Connecting & Collaborating

SAP's global influencer chief talks B2B strategies

Ursula Ringham, head of global influencer marketing at SAP, talks in this podcast about influencer strategies for business-to-business marketers. Ringham discusses finding the right influencer partners, building communities and connections, and using influencers to address customer challenges instead of focusing purely on the product.

Full Story: MarketingProfs (free registration) (5/27)

Madewell picks its first 4 Madewell Fam ambassadors

Madewell has created the Madewell Fam brand ambassador program to bring together four influencers who have been part of the brand's less formal marketing efforts. Four additional influencers will be added as ambassadors every quarter, and each will focus on a different cause that Madewell will amplify.

Full Story: Glossy (tiered subscription model) (5/27)

How to structure and edit marketing videos

Structure marketing videos with a script, record easy-to-edit segments and cut anything that doesn't address audience needs, video marketing strategist Diana Gladney writes. To facilitate editing, speakers should keep their heads up and hold a smile for a couple of seconds after speaking, Gladney recommends.

Full Story: Social Media Examiner (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

Jimmy John's courts new recruits on TikTok

Jimmy John's began a recruitment effort this week to hire 10,000 new employees for the Inspire Brands-owned sandwich chain. The company has gotten more creative to recruit in today's tight labor market, using TikTok to reach prospective new hires and offering referral, signing and retention bonuses.

Full Story: Nation's Restaurant News (free registration) (5/26)

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Free eBooks and Resources

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Platform News

Google expands ad tools, shoppable content

Google announced several updates during its Marketing Livestream event, including allowing Chrome users to opt out of its Federated Learning of Cohorts and other Privacy Sandbox proposals, the global launch of its Target Return on Ad Spend bidding tool, a full rollout of Performance Max campaigns and enhanced Google Analytics. An augmented reality apparel and makeup try-on tool and shoppable content within YouTube product feeds are among the company's planned features.

Full Story: CNBC (5/27), Search Engine Land (5/27), Search Engine Journal (5/27), Campaign US (tiered subscription model) (5/27)

Twitter Blue subscription test launched with $2.99 monthly price
Digital Trends (5/27)

Soul Machines offers improved customized interactive "humans"
Adweek (5/26)

LinkedIn guide helps marketers maximize platform branding
Social Media Today (5/27)

US now part of expanded Instagram Reels ad test
Adweek (5/27)

Facebook helps brands grasp value of MMM
Social Media Today (5/27)

Measurement Matters

Survey: Companies must be "visible" to address change

Societal issues such as climate change, racial equality and others are important to 73% of Generation Z members surveyed last month, writes Brad Brinegar, who was involved in the survey. That survey also indicated that 63% of respondents say businesses must be "aggressive and visible in addressing the big challenges facing society today," writes Brinegar, who is part of Duke University's Innovation and Entrepreneurship Initiative and past McKinney chairman.

Full Story: Adweek (5/27)

Social Shareable

Gucci the calf goes for a ride to Dairy Queen

A video of Iowa farmer Mason Corkery taking his calf, named Gucci, for a ride in his pickup truck to get ice cream at a Dairy Queen drive-thru has attracted 8 million views and 2.4 million likes. The clip shows Gucci licking Corkery's face before diving into a Dairy Queen "pup cup."

Full Story: USA Today (5/27)