An Ignoble Experiment: How to create content social users will want to share

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

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June 21, 2021

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How to create content social users will want to share

Create authentic, relatable content and post widely across a variety of social platforms to increase your chances of viral success, Jean Ginzburg writes. Push your storytelling skills, evoke emotions and learn from others who are successful in your niche, Ginzburg advises.

Full Story: Inc. (tiered subscription model) (6/18)

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Connecting & Collaborating

Best practices for maximizing Instagram Stories ads

Instagram Stories ads can be an attractive tool for brands with more than 500 million daily users, a high threshold of individuals earning over $75,000 annually, and a strong return on investment. Caroline Forsey takes a deep dive into ad costs and specifications, success stories, and highlights best practices such as including motion and sounds and creating ads specifically for Stories.

Full Story: HubSpot (6/18)

How to create a contemporary communications plan

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Nick Brown offers a road map to help organizations develop a contemporary marketing communications strategy with changing consumer behaviors in mind, including identifying a target audience, establishing a unique selling proposition and marketing mix, and developing platform-specific messaging. Brown also urges marketers to follow-up with analytics and make appropriate tweaks to fix any efforts falling short of desired goals.

Full Story: Business 2 Community (6/17)

Mastercard CMO predicts a fifth marketing paradigm

Artificial intelligence, augmented and virtual reality and wearables are among 24 advances driving a fifth marketing paradigm, Mastercard Chief Marketing and Communications Officer Raja Rajamannar said at a recent industry event. He explained that "all classical theories and frameworks of marketing will completely collapse," and advised brands to embrace a non-intrusive, all-encompassing concept he calls "quantum marketing."

Full Story: Adweek (6/18)

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Crumbl Cookies dominates TikTok with organic savvy

Crumbl Cookies, which uses a rotating menu of limited-edition flavors to drive a hype cycle, has 1.1 million TikTok followers and ranks in the top 10 in the iOS store's food and drink daily downloads. The Utah chain invested early in its digital strategy and boasts TikTok influencers and thousands of "flavor reviews," though Crumbl doesn't invest in influencers.

Full Story: Modern Retail (tiered subscription model) (6/21)

Idahoan Foods taps TikTok to reach younger consumers

Idahoan Foods has launched two TikTok campaigns to improve its reach to Generation Z consumers, with the #idahoanmash challenge generating 7.2 million views. The campaign invited people to showcase the creative ways they use Idahoan Flavored Mashed Potatoes in recipes, and the #mashoutchallenge netted 4.3 million views by recruiting lifestyle influencers to re-create the mashed potato dance for its Buttery Homestyle Mashed Potatoes line.

Full Story: Consumer Goods Technology News (6/18)

Platform News

Facebook's Neighborhoods makes foray into US market

Facebook is launching its neighborhood community platform in Baton Rouge, La., Charlotte, N.C., Newark, N.J., and San Diego following initial tests in Canada that began in October. Facebook will be competing with the popular Nextdoor app, which reportedly grew its daily active user base by 50% amid the coronavirus lockdowns.

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Over-the-top bar food becomes TikTok sensation

A customer at Dallas' Happiest Hour bar posted a TikTok video of the $55 Nacho Tower, which staff pours from a bucket onto a silver platter while customers watch. The clip now has 6.5 million viewers and the restaurant, which specializes in oversized food, has increased its sales dramatically.

Full Story: The Dallas Morning News (tiered subscription model) (6/18)

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