An Ignoble Experiment: Tell company story to hit objectives, TikTok leader says

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June 24, 2021

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The Big Story

A content marketer's guide to subject matter experts

Content marketers will occasionally need to partner with subject matter experts to create content related to specific topics, and Ann Gynn offers advice on identifying, securing and working with the right partners. Gynn's advice includes pros and cons of working with internal and external subject matter experts.

Full Story: Content Marketing Institute (6/24)

	Build an unbeatable strategy with competitor data How do your competitors generate traffic? Learn how and dissect your rivals' marketing mix by their traffic sources (direct, search, referral, paid, and social). Plus, locate which countries their traffic comes from and explore which sites people visit before and after landing on a competitor's site. Start now for free

Connecting & Collaborating

Tell company story to hit objectives, TikTok leader says

(Pixabay)

Companies getting started on TikTok should set goals, such as finding or retargeting audiences and boosting website traffic, says Lisa Friedrich, the platform's head of small business. "We've seen people just really talk about the blood, sweat and tears that go into building their business, and that resonates across our community," Friedrich notes.

Full Story: The Drum (free registration) (6/22)

How marketers can continue QR code, AR momentum

Marketers discuss how QR code adoption and accompanying augmented reality experiences have advanced among consumers during the pandemic and how they can ensure continued momentum. Executives point to the value of using the media in large-scale out-of-home media, retail environments and other locations, urge brands to provide valuable and memorable experiences, and suggest the art of restraint to avoid "virtual brandalism."

Full Story: The Drum (free registration) (6/22)

	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

McDonald's wins on social with BTS meal promos

(Paul J. Richards/AFP/Getty Images)

McDonald's Jennifer Healan discusses how the chain shifted its traditional promotional strategy for its meal partnership with K-pop band BTS. The campaign included an online focus that broke social engagement records and is part of an overall brand shift to focus on "creating longer-term value for the brand vs. simply shorter-term promotional content," Healan said.

Full Story: Adweek (6/22)

Ford revs up Maverick interest with AR TikTok challenge

Ford is touting its Maverick truck to young consumers with an augmented reality #FordMaverick TikTok challenge. The campaign challenges users to use the AR effects to share images of the creative places they'd keep their Maverick, and six TikTok influencers are touting the experience.

Full Story: MediaPost Communications (free registration) (6/23)

	How to Reach Your Leadership Potential Looking to take your career to the next level? Learn how to conduct regular self-assessments, embrace authenticity in your leadership style, overcome career-derailing tendencies, and more, in this complimentary eBook from one of the world's top busines schools. Download now

Sponsored content from Twitter

How brands can use audio to build community.

Hear that? That's the sound of public conversation. Right now, live audio is happening on Twitter. Brands are using the power of the human voice to enhance their own voice and build diverse communities. See how Twitter Spaces can help you use audio to connect in a way that goes beyond 280 characters.

Inside Oreo's #ProudParent activation

People love when brands make them feel seen and heard. So when Oreo wanted to show their committment to LGBTQ+ causes, they used Twitter's slate of video ad products to reach people where the conversations were happening. Find out how Oreo turned their powerful message into a worldwide phenomenon.

Platform News

Sources: Facebook begins Topic Exclusion Controls tests

Facebook has launched a test that enables a select group of advertisers to block messaging from account holders who have a tendency to share posts on news and politics, according to Ad Age sources. The test is reportedly part of a broader Facebook plan to categorize its 1.8 billion daily users and give brands more tools to avoid brand safety issues.

Full Story: Ad Age (tiered subscription model) (6/23)

	This Festive Shopping Season, Make Things Merry and Bright With Augmented Reality Holiday shoppers are craving immersive experiences, and AR is the answer. 89% of Snapchatters are interested in AR try-on and are eager for brands to offer it as early as October. Find out how your brand can win the festive shopping season on Snapchat.

Measurement Matters

Social content gets 51% of people to buy clothes

A recent survey from CivicScience and NPD Group found that Facebook and Instagram content drove 51% of respondents to purchase clothes. Another 41% said they use Facebook to learn about brands, with Instagram fulfilling the same function for 35%.

Full Story: MediaPost Communications (free registration) (6/23)

Social Shareable

TV producer creates "cardboard magic" with sunsets

Using cardboard cutouts and the sunsets by his Maine cabin, Emmy award-winning TV producer John Marshall has produced whimsical and dramatic silhouette photos depicting him walking with elephants, recreating the famous image from "E.T.," riding dolphins and hanging out with the Grim Reaper. Marshall calls his creations "cardboard magic" and posts them on his Instagram account.

Full Story: My Modern Metropolis (6/22)

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