TikTok expands beyond 60-second video limit

How brands can nail organic social engagement | Car companies rev up digital efforts | Marketers score big points interacting with Twitch gamers Created for ignoble.experiment@arconati.us  |  Marketing manager at Amex For more relevant content - Update Your Profile  |  Web Version July 2, 2021 CONNECT WITH SMARTBRIEF       SIGN UP ⋅   SHARE ADVERTISEMENT The Big Story How brands can nail organic social engagement (Pixabay) Brands can better connect with fans on social media with organic engagement that looks beyond their own products to celebrate their entire industry, writes Lionsgate's Eric Dachman. Brands also should create content that is different from others and not necessarily tied to the latest trend, and be authentic, Dachman writes, adding they should use "social media like your fans are using social media." Full Story: Adweek (7/1)      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. ADVERTISEMENT: Connecting & Collaborating Car companies rev up digital efforts Honda, Hyundai and Toyota are among a growing legion of car companies that are shifting ad budgets toward Instagram, Pinterest, Twitch and other digital platforms to extend their reach among younger buyers and to attract electric/hybrid vehicle shoppers, writes Maile McCann. Honda has used its Twitch channel and livestreams to launch new models, while Toyota aimed to combat stereotypical minivan owners on Pinterest via Story Pins. Full Story: Modern Retail (tiered subscription model) (7/1)      Marketers score big points interacting with Twitch gamers Marketers are finding the Twitch gaming platform free from brand overload, campaigns that provide "extensive measurement" and an opportunity to reach youths. Mondelez International's Mili Laddha said a just-launched Sour Patch Kids activation creates "opportunities to remarket to interested consumers." Full Story: AdExchanger (tiered subscription model) (7/1)      The streaming opportunity for Financial Services and Insurance brands Traditionally, the consumer journey for financial services and insurance was marked by major life milestones: Landing a first job, getting married, buying a house. These discrete inflection points, however, are no longer enough for financial services and insurance brands to engage Gen Zs and millennials. To connect with these valuable audiences, it's more effective for brands to play a consistent part in their daily moments — big and small. Learn more. ADVERTISEMENT: Marketer Moments R/GA raises money for environment with YouTube channel (Preservation Play/YouTube) R/GA London created a "Preservation Play" YouTube channel that will run ad-supported calming content focused on the natural world, with all profits donated to environmental organizations. "The more people watch, the more they relax, the more they earn for the environment," says R/GA's Nick Pringle. Full Story: MediaPost Communications (free registration) (7/1)      Turn on the power of personalization this Cyber Monday. This Cyber Monday, 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. ADVERTISEMENT: Featured Content 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.   3 findings on how brands can help with vaccine awareness.As COVID-19 vaccines become more accessible, the challenge shifts to creating demand and adoption across communities. And new research shows brands have the chance to lead the way. Find out how your brand can help people become more informed by participating in this vital conversation.   Platform News Pinterest seeks to protect users with weight-loss ad bans Pinterest's updated ban on banning body-shaming and dangerous weight-loss products was created with guidance from the National Eating Disorders Association. The update includes weight-loss messaging and imagery, related testimonials, references to body mass and similar indexes and products that are worn or applied to the skin to shed pounds. Full Story: MediaPost Communications (free registration) (7/1),  The Drum (free registration) (7/1),  Digiday (tiered subscription model) (7/2)      TikTok expands beyond 60-second video limit (Pixabay) TikTok will be rolling out the opportunity for longer videos, increasing the limit from 60 seconds to 3 minutes following tests with select creators. In a separate announcement, TikTok encouraged brands to "make TikToks" rather than ads by making marketing content that's authentic, valued, invites user participation and is developed using platform-native tools to help blend in with other content. Full Story: Reuters (7/1),  Social Media Today (6/29),  Adweek (7/1)      WhatsApp rolls out View Once option Android Police (6/30)  Twitter courts brands with e-commerce, data ambitions Ad Age (tiered subscription model) (7/1)  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. ADVERTISEMENT Social Shareable A single crab fends off a pride of lions (Latest Sightings/YouTube) A small crab stands up to a pride of lions in this YouTube video, which was shot by rangers in South Africa's MalaMala Game Reserve. The clip, which has so far attracted more than 278,000 views, shows the crab making its way slowly across a beach while raising its pincers to fend off the increasingly interested lions. Full Story: PennLive (Mechanicsburg, Pa.) (7/1)      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. ADVERTISEMENT: Editor's Note SmartBrief will not publish Monday In observance of Independence Day in the US, SmartBrief will not publish Monday. Publication will resume Tuesday.     Sharing SmartBrief on Social Business with your network keeps the quality of content high and these newsletters free. Help Spread the Word SHARE Or copy and share your personalized link: smartbrief.com/socialbusiness/?referrerId=eAoynhEdSv Every brand's audience is different, but all audiences have one thing in common: They appreciate being heard. Eric Dachman, manager of global social media strategy at Lionsgate, writing for Adweek       SmartBrief publishes more than 200 free industry newsletters - Browse our portfolio Sign Up  |    Update Profile  |    Advertise with SmartBrief Unsubscribe  |    Privacy policy CONTACT US: FEEDBACK  |    ADVERTISE SmartBrief, Inc.®, 555 11th ST NW, Suite 600, Washington, DC 20004