An Ignoble Experiment: ow to stand out on TikTok

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

July 29, 2021

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Informa Connect's Jodi Harris suggests marketers can turn their influencers into true content forces by growing the community organically, encouraging internal stakeholders to endorse a brand's value, providing guidelines, performance benchmarks, pre-written posts, eye-catching graphics and trackable URLs. "Remember, putting your content's fate into the hands of a high-profile promotional partner requires a leap of faith -- and plenty of legwork on your part to discover the right formula for success," Harris writes.

Full Story: Content Marketing Institute (7/27)

	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.

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How to stand out on TikTok

(Pixabay)

Members of the Forbes Business Council highlight the most creative ways brands can capture the attention of TikTok users such as CoolSys' Adam Coffey, who suggests encouraging consumers to use products in unique spaces. Other experts point to the value of discussing current issues to connect with a community, sharing authentic testimonials, conducting hashtag challenges and demonstrating a charity affiliation to demonstrate goodwill.

Full Story: Forbes (tiered subscription model) (7/27)

Which social audio platform will win the race?

Clubhouse has been all the rage among consumers and marketers, but interest has been waning as Facebook, Spotify's Greenroom and Twitter Spaces ramp up their social audio platforms and creator programs to gain "top dog" status, writes Phoebe Bain. Aubrey Strobel, Lolli's head of communications, predicts platforms will differentiate themselves by focusing on different types of content and urges marketers to "enjoy that flexibility to experiment and find the most successful platform for their brand."

Full Story: Morning Brew (7/28)

[Webinar] Boost performance with metrics
Marketers love metrics. But you're more likely to use them to measure and report on client performance than for overall agency performance. New solutions make it possible to track data on staff time, resources and other factors that affect profitability and efficiency at the project, client, portfolio and agency level. Join experts from Netsuite and Adtegrity as they discuss trends affecting marketing and the metrics that really matter. Watch Now

Marketer Moments

American Eagle's virtual shopping features take flight

American Eagle Outfitters is building on earlier digital efforts for back-to-school with the expansion of its virtual shopping experience on Snapchat and the launch of its "Future Together, Jeans Are Forever" campaign. Shoppers on Snapchat can use the "Dress Yourself" augmented reality feature to shop the entire American Eagle collection.

Full Story: Women's Wear Daily (subscription required) (7/28)

Erich & Kallman cast Bautista as "Streamer" for Disney

Erich & Kallman picked Dave Bautista to praise the Disney Bundle in a minutelong commercial that's airing during Olympics coverage and other live programming. Bautista says, "There's only one stream that has every kind of stream you could ever want to stream," while relaxing by a physical stream in "The Streamer," which is also available on social media and digital outlets.

Full Story: Adweek (7/28), Ad Age (tiered subscription model) (7/28)

Sponsored content from Twitter

Five ways to connect with fans at the Summer Games.

With mentions up by 73%, people on Twitter are clearly excited about the Summer Games. But the pandemic provides additional challenges for brands trying to connect with these fans. Explore five insights into how you can prepare and activate during the Games.

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.

Platform News

Facebook records healthy Q2; sets sights on "metaverse"

Facebook recorded a 56% year-over-year increase in revenue for 2021's second quarter, reaching $29 billion, but executives predicted "headwinds" associated with regulatory challenges and Apple's iOS privacy updates. Head Mark Zuckerberg used the analyst call to reiterate his vision for a "metaverse" virtual environment to follow the current mobile internet.

Full Story: Reuters (7/28), The Wall Street Journal (7/28), Variety (7/28), Deadline Hollywood (7/28)

DoubleVerify enhances brand suitability, safety solutions

(Edward Berthelot/Getty Images)

DoubleVerify announced that its Brand Suitability Tiers solution, which enables brands to align suitability settings with their own proprietary standards, now includes YouTube. The tech firm is also integrating its Brand Safety Floor into Pinnacle for marketers.

Full Story: Next TV/Broadcasting+Cable (7/28), MediaPost Communications (free registration) (7/28)

Social Shareable

Influencer raises $70K in tips for airport pianist

Tonee Valentine, a pianist who entertains travelers at Atlanta's Hartsfield-Jackson international airport, collected $70,000 in tips after an internet influencer posted a video of Valentine "playing his heart out while hardly anyone notices him." Valentine suffers from kidney disease and undergoes dialysis nightly before playing piano at the airport.

Full Story: The Washington Post (tiered subscription model) (7/24), Fox News (7/26)

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