An Ignoble Experiment: Organic posts outperform shares for LinkedIn engagement

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

September 30, 2021

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The Big Story

Influencers want a more personal touch from brands

(Mateus Campos Felipe/Unsplash)

Forty-three percent of influencers worldwide say brands never or rarely approach them with personalized messaging tailored to their preferred platform, according to a survey by HypeAuditor. In addition, 61% would like clear descriptions of what they're asked to promote, 59% want clarity around budgets and deliverables, and HypeAuditor CEO Alex Frolov notes, "[I]t is so important for brands to strike the right tone in their communication to influencers, prioritizing personalization and clarity above anything else."

Full Story: The Drum (free registration) (9/30)

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Connecting & Collaborating

Organic posts outperform shares for LinkedIn engagement

Analysis of active leading experts on LinkedIn shows organic posts are more powerful than shared posts. While "[t]here's no magic formula here," social media expert Arik Hanson suggests 7 or 8 out of each 10 posts should be organic and two to three should be shared.

Full Story: ACH Communications (Arik Hanson) (9/28)

Behind Salesforce's award-winning content

Stephanie Stahl takes an in-depth look at Salesforce's award-winning "Leading Through Change" campaign, which implemented a strategic content series with partners and customers acting as co-creators to position the brand as a trusted guide during the pandemic. The project spanned TV, on-demand video, social media, digital and online learning in 15 languages across more than 20 countries, and Stahl examines the brand's strategy and results.

Full Story: Content Marketing Institute (9/29)

	Hershey's, Clorox, and Coors have this in common Get a closer look at top trends in CPG across alcohol, confections, candy, household supplies, and more with the latest CPG category report from Pathmatics. Explore top advertisers, Facebook and Instagram insights, and our predictions for the upcoming holiday season. Get the report.

Marketer Moments

Mother, Dave & Buster's take "Bananas for Scale" OOH

Mother New York and Dave & Buster's are playing on social media's "Bananas for Scale" meme -- where users demonstrate scale in images using the fruit -- by placing a 40-foot banana that glows at night in Los Angeles' Hollywood & Highland mall to explain the size of the chain's 40-foot "Wow Wall" of TV screens. A 45-second spot explains the activation and fans can join in the fun with an Instagram filter.

Full Story: Muse by Clio (9/29)

Prioritizing privacy, winning customers
Brands have the delicate task of considering consumer data privacy concerns while also delivering relevant content. They must proactively communicate a necessary value exchange for the collection and use of first-party data – or get left behind. In this on-demand webinar, industry experts discuss actionable ways to win over consumers and use privacy to improve your brand experience. Watch now

Sponsored content from Twitter

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.

4 ways DiGiorno used Twitter to win on game day.

When DiGiorno wanted to stand out against their competition, they turned to Twitter to connect with people during the Big Game. See how #FreeDiGiornoPi kept people glued to the game and their timelines, earning 23x more mentions than a competitor during the Big Game weekend.

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Platform News

Facebook rolls out Reels to US app users

(Facebook)

Facebook is rolling out its Reels short-form video to all US iOS and Android app users with options to include music and audio, augmented reality effects and timers, and is trying to spur use by paying eligible creators based on the performance of their efforts. Facebook plans to test sticker and banner ads within and full-screen and immersive ads between Reels, and is giving thought to adding its Stars tipping system.

Full Story: Variety (9/29), TechCrunch (tiered subscription model) (9/29)

Snapchat helps brands maximize holiday platform efforts

Snapchat has published a free, downloadable holiday marketing guide and mini-site featuring platform trends, campaign tips, targeting recommendations, ad format overviews and creative best practices. Snapchat recommendations include that brands start promotions early to match user buying trends, use tools such as Lookalike Audiences and Snap Audience Match to refine targeting, and use holiday-specific headlines.

Full Story: Social Media Today (9/27)

How to boost agency performance with metrics
Metrics can measure more than your clients' 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. Experts from Adtegrity and NetSuite discuss trends affecting marketing and the metrics that really matter in this on-demand webinar. Watch Now

Measurement Matters

Report: TikTok users responsive to platform ads

(Pixabay)

A Disqo survey of nearly 17,000 North American TikTok users revealed 52% say platform ads are "fun and engaging," 32% researched a product or project after watching a brand video and 12% have purchased an item they have viewed on the platform. Disqo also found that 53% of households with $150,000 or more in income use the platform practically daily and more than 50% of individuals 35 to 54 years of age use it daily.

Full Story: Digiday (tiered subscription model) (9/30)

Social Shareable

Aurora seen from space goes viral

(Thomas Pesquet/Twitter)

Thomas Pesquet, a European Space Agency astronaut, posted an image on Instagram and Twitter of an aurora lighting up the Earth's night side. "It is the full Moon lighting up the shadow side of Earth almost like daylight," Pesquet wrote in the social posts.

Full Story: LiveScience (9/29)

About the Editor

Mike Driehorst

(That's me on the right, with Rocky ensuring I have a good head on my shoulders.)

Is a social media newsletter really social if you don't know who's behind it?

Every day, I along with contributor Jo Hamilton and others at SmartBrief work to keep you informed on the latest tips, news and how-tos in the social media and content marketing world. For a bit of my history, I've been involved in social media one way or another since 2004, getting my start in a few PR-focused Yahoo! Groups, representing clients on discussion boards and reading the early "weblogs."

Since no one likes one-way social media, if you like what we're doing -- or don't like -- or even have suggestions for stories, drop me a line. And if you really like what you read, I'd appreciate it if you'd share this sign up link with your colleagues.

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Platforms, advertisers, and brands have to maintain a two-way dialogue with consumers, because they have more power than ever, and their habits will continue to evolve.

Scott Schiller, global chief commercial officer at Engine Group, as quoted by Digiday