User-generated content should be an integral part of your social media strategy, writes ShipBob's Amanda Natividad, who offers examples from Warby Parker, Rebel Girls, FLEO and other brands. Tap UGC to foster trust with social proof and reward fans and customers for their social contributions with a loyalty program, Natividad advises.
Turn on frictionless commerce this Black Friday. This Black Friday, 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.
This infographic from Creatopy highlights learnings from the company's testing of both audio and video ads on YouTube, including content creation tips for both formats. The visual recommends keeping voiceover scripts succinct and using professional recording equipment for audio, and aligning both visual and audio creative for video.
Chico's is attracting a younger crowd of fashion fans these days, as social media influencers show off their finds to millennials and Gen Z. "It speaks to the ongoing evolution of personal style ... the fact that there aren't rules anymore," said Kimberly Grabel, Chico's senior vice president of marketing.
Frank Cooper III, global chief marketing officer and senior managing director at BlackRock, outlines three actions he believes marketers should take right now -- align reputation and brand, employ artificial intelligence, and think like a creator. "If you can design content that actually adds value to people's experiences, where you understand deeply the context that they're in, and what they want within that context -- you become a creator," Cooper writes.
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Personal care and household product brand Arm & Hammer has awarded $10,000 to a family participating in its #TeamUpandCleanUp promotion, which encouraged family togetherness via household cleaning. The brand's baking soda is also vying for a "CleanTok" award in the "Best Eco-Friendly Clean" category in a TikTok competition sponsored by the O-Cedar brand from Freudenberg Household Products.
Facebook advertisers are struggling with reassurance that the platform represents their best interests in terms of brand safety and other issues following the departure of Carolyn Everson, who headed the global business group. Interim replacement Nicola Mendelsohn has been meeting virtually with agencies and brands, but executives such as Group M's Brian Wieser say Facebook is more focused on "tech services, operations and all those other things."
Instagram's new focus on video content is leading to a creator backlash from individuals who feel abandoned and lack the necessary resources for the format. Influencer agency experts predict the move could increase the number of creators who use multiple platforms, while influencers who are sticking with Instagram cite declining engagement rates among their growing list of frustrations.
The global advertising market will reach $634 billion this year, up 10.4% over last year, with all regions witnessing increases and the US, Canada and Australia realizing the fastest growth, according to Dentsu. Digital media is expected to be a front-runner with 15.6% growth to reach $311 billion, while solid gains are also predicted for cinema (35.1%), social (23%), video (17%); out-of-home (14.6%), radio (10.4%) and TV (7.1%).
Indian photographer Sulabh Lamba is using the sun as a backdrop for his silhouette photos depicting himself leap frogging with the sun, eating it like an ice cream cone and rolling it off a cliff.
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