An Ignoble Experiment: Creators of color see inequality amid brand commitment

Created for ignoble.experiment@arconati.us | Web Version

July 8, 2021

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The Big Story

Tips to keep audiences hooked on episodic content

Experts offer tips on how marketers can successfully create episodic content, sharing best practice examples from brands including Netflix, Creatopy and Wistia. Advice covers establishing a clear purpose for content, creating emotional hooks to keep audiences coming back for more and crafting compelling stories.

Full Story: Content Marketing Institute (7/7)

	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

Food, beverage brands find TikTok recipe for success

Food and beverage companies are reaping rewards on TikTok as the nature of their short, visual recipe and product videos and those of influencers quickly gain followers and spark new product ideas and sales, writes Maile McCann. For example, Nutter Butter has amassed 1.6 million TikTok likes for its unique recipes, user-generated content and responses to viral recipes, while IHOP is tapping the platform's mini pancake cereal trend with its new Panflakes cereal.

Full Story: Modern Retail (tiered subscription model) (7/7)

Combine empathy with data for emotional engagement

(Pixabay)

Brands shouldn't let empathy take a backseat to data-driven marketing, but blend the two to connect emotionally with audiences, Do Supply's Hanna Marcus writes. "[E]mpathy can costar alongside data to create multifaceted marketing strategies with more diversity and depth," Marcus writes.

Full Story: SmartBrief/Marketing (7/8)

Creators of color see inequality amid brand commitment

Creators of color are facing obstacles when seeking partnerships with brands, despite commitments for support, Ilyse Liffreing writes. Liffreing spotlights social media racial biases, algorithm prioritizing, pay gaps and other issues people of color face in the brand environment.

Full Story: Ad Age (tiered subscription model) (7/6)

	Turn on unexpected audiences this holiday season. This holiday season discover a system that helps you anticipate shopper needs and matches products with the people most likely to love them. The Facebook Discovery Commerce system helps products find people wherever they are. Download the 2021 Holiday marketing guide from Facebook and turn on Discovery Commerce.

Marketer Moments

R/GA creates back-to-school social series for JanSport

(JanSport/YouTube)

R/GA created a four-part comedic "Disorientation" series for JanSport that addresses back-to-school anxieties, features TikTok creators and is hosted by drag queen Jan Sport. Promotion for the series includes paid and unpaid content across TikTok, Instagram and YouTube, and the brand also is inviting 16-to-24 year-olds to apply to become its chief mood officer for social media content.

Full Story: Adweek (7/7)

LatinUs creators blend products, content to attract Latinas

Procter & Gamble veteran Cesar Jaramillo and Millie Carrasquillo, a leading Hispanic market researcher, are the minds behind LatinUs and are promoting hair care products with YouTube telenovelas to tap into the growing Latina market. "The story becomes the intersection of the content, the brand and the product," Carrasquillo says.

Full Story: Fortune (tiered subscription model) (7/4)

Platform News

Facebook lays out focus for "generational opportunity"

(Jonathan Nackstrand/Getty Images)

Business reopenings, the e-commerce migration and privacy-facing tech tools are creating "a generational opportunity" for Facebook's planned areas of focus, writes Dan Levy, vice president of ads and business products, in a post. The focus areas include delivering relevant ads while minimizing personal information processing, enhancing product and business discovery and "building a modern commerce system," Levy writes.

Full Story: Social Media Today (7/7), Adweek (7/7)

Twitter: Chatter focuses on beauty, travel, movies, BBQ
Social Media Today (7/7)

Social Shareable

Miniature "Star Wars" scenes feature eggs, binder clips

Japanese artist Tanaka Tatsuya is using egg cartons, computer keyboards, broccoli and binder clips to stage and photograph miniature scenes from "Star Wars" movies. Tatsuya, who posts the photos on his Instagram account, also re-imagines ordinary life in miniature, including a woman ironing the wrinkles out of potato chips.

Full Story: My Modern Metropolis (7/5)

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