An Ignoble Experiment: How the metaverse will upend consumer engagement

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

For more relevant content - Update Your Profile | Web Version

June 25, 2021

CONNECT WITH SMARTBRIEF

The Big Story

How the metaverse will upend consumer engagement

The metaverse virtual world will evolve with advancements in networking, augmented and virtual reality, nonfungible tokens and a virtual economy that will could potentially rival the physical economy, predicts DMarket CEO Vlad Panchenko. Christian Velitchkov, co-founder of digital marketing agency Twiz.io, says for brands to get immersed in the metaverse, they must have a "user-driven engagement design" that encourages users to become brand ambassadors.

Full Story: Forbes (tiered subscription model) (6/24)

	TikTok Influences Purchase Decisions Did you know 66% of Millennial TikTok users have looked up a product after seeing it in an ad? Download our study to learn more about both Gen Z & Millennials on TikTok, their attitudes and receptiveness to ads, and which brands are standing out on the platform.

Connecting & Collaborating

Why B2B brands should consider these 3 social platforms

Business-to-business brands should consider three newer social platforms to drive awareness and engagement -- Clubhouse, Twitter Spaces and Instagram Reels. Taylor Carroll outlines the benefits of each, such as Clubhouse being the perfect channel for thought leadership and the opportunity to showcase products, while Instagram Reels lets you go behind the scenes in your company.

Full Story: ImPRessions (Crenshaw Communications) (6/22)

How Walmart's beauty marketing caters to Gen Z

Balbale (Nicholas Hunt/Getty Images)

Walmart has expanded its beauty offerings over the past year to keep it fresh and win over Generation Z shoppers, Musab Balbale, the retailer's vice president for omnichannel beauty merchandising, said in a podcast. In addition to growing an assortment of new brands, Walmart is using digital channels including livestreams and TikTok to meet younger beauty fans where they are, Balbale said.

Full Story: Glossy (tiered subscription model) (6/24)

	Sick of biased news? 1440's got you covered 1440 is the fastest way to an impartial point-of-view. The team at 1440 scours over 100+ media sources ranging from culture and science to sports and politics to create one email that gets you all caught up on the day's events in 5 minutes. It's 100% free, so sign up for 1440 here.

Marketer Moments

McCann NY taps Jillian Bell for HomeGoods comedy

(HomeGoods/YouTiube)

McCann New York, with Merman, created a six-episode comedic series for HomeGoods that's running across Instagram and YouTube and was co-written and directed by John Riggi. "Home Sweet HomeGoods" stars actor and comedian Jillian Bell as herself, and follows her life after she breaks up from her boyfriend and takes up residence in one of the brand's stores.

Full Story: Ad Age (tiered subscription model) (6/24)

Sponsored content from The Wall Street Journal

Free to read exclusively for SmartBrief readers

Cheating at School Is Easier Than Ever—and It's Rampant

Hit a Golf Ball in Yellowstone Park? Seemed Like a Good Idea at the Time

The Post-Covid-19 Rules of Tipping

Dolly Parton Still Swears by Cheap Makeup

The Biggest Summer Travel Headaches and How to Avoid Them

Platform News

Twitter enables 15 seconds of viewing as a bid model

Twitter tested 15 seconds of viewing as a bidding objective for advertisements and found that people watched entire ads 89% more, while the cost went down by 25% per spot completely viewed. The social media platform has now introduced the bidding model worldwide, charging by cost per thousand impressions, and added tailored reporting metrics.

Full Story: Adweek (6/24), Social Media Today (6/24)

Instagram may let you post via desktop?
The Verge (6/25)

Facebook guide helps brands support LGBTQ+ community year-round
Social Media Today (6/24)

YouTube CTV audience soars
Next TV (6/23)

Measurement Matters

Edelman: Trust, purpose vital for brands

Sixty-three percent of consumers prefer brands working to improve the world, and 38% say brands that reflect societal values are more culturally relevant, according to "The New Brand Equity," a special 2021 Edelman Trust Barometer report. In addition, 63% of consumers say they have the power to force brands to change and 50% of high earners and 40% of middle earners would stop purchasing from a brand if it loses their trust.

Full Story: PRWeek (6/23)

Social Shareable

Mando, the air-traveling, leash-walking cat goes viral

Steven Squire and his cat Mando have become TikTok sensations with videos advising others on how to leash-walk or travel on planes with their feline companions. One TikTok, "How to air travel with your cat," has attracted 11.4 million views and 2.4 million likes.

Full Story: Travel + Leisure online (6/24)

Sharing SmartBrief on Social Business with your network keeps the quality of content high and these newsletters free.

Help Spread the Word

Or copy and share your personalized link:

smartbrief.com/socialbusiness/?referrerId=eAoynhEdSv