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October 6, 2021

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The Big Story

Facebook, brands feel sting from global platform outage

(Ivan Romano/Getty Images)

Facebook lost an estimated $79 million in ad revenue Monday when technical issues caused global outages for nearly 3 billion users across its platform, Instagram, Messenger and WhatsApp. Some brands quickly shifted to text messaging and platforms such as Twitter, and are expected to request makegoods, while advertising experts say the outage is a reminder of the importance of diversifying media budgets.

Full Story: The Drum (free registration) (10/5), Adweek (10/5), MediaPost Communications (free registration) (10/5)

Whistleblower claims Facebook dupes advertisers

Haugen during Tuesday's testimony on Capitol Hill. (Pool/Getty Images)

Facebook knowingly failed to disclose that its user base among important demographics shrunk and to discern between single and multiple user accounts, which resulted in "systematically overcharg[ing] advertisers," according to former Facebook employee Frances Haugen in a US Securities and Exchange Commission complaint. Haugen's other allegations include that Facebook failed to remove hate speech, caused harm to teenage mental and physical health and it "promotes global division and ethnic violence."

Full Story: Ars Technica (10/5), National Public Radio (10/5), Social Media Today (10/5)

Facebook's Zuckerberg refutes whistleblower testimony

Zuckerberg (Kevin Dietsch/Getty Images)

Facebook CEO Mark Zuckerberg used his company's platform to publish an internal email to refute claims made by whistleblower Frances Haugen regarding the platform's business practices, saying "[m]any of the claims don't make any sense" and denying "prioritiz[ing] profit over safety." Zuckerberg says he wants online experiences for children and others to remain safe and pledged to continue advocating for internet regulations.

Full Story: The Verge (10/5), The Wall Street Journal (10/5)

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

Connecting & Collaborating

10 tips to spark ideas for content

Irina Weber explains 10 ways marketers can spark inspiration for content, including using blog aggregators to monitor topics and asking social audiences for ideas using interactive polls. Other tips include researching trends on platforms like Reddit and Quora, and reviewing competitor content via tools like SE Ranking.

Full Story: Content Marketing Institute (10/6)

Why these startups seek smaller influencers

(Mateus Campos Felipe/Unsplash)

US brands will spend $1 billion more on influencer marketing this year than last, reports eMarketer, and some like bracelet brand Pura Vida, beverage maker Cure Hydration and swimwear brand Andie are increasingly focused on microinfluencers (10,000 to 50,000 followers) and nanoinfluencers (under 10,000 followers). "With a more engaged audience and a more affordable approach, the micro-nano strategy almost can't be beat," says Andie's Kelsey Patsch.

Full Story: CO— (US Chamber of Commerce) (10/4)

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

Marketer Moments

Albertsons goes social to find favorite private brand

(Albertsons)

Albertsons will work with Buzzfeed this month on a social media campaign that lets customers choose their favorite Own Brand product. The Fresh Picks Product Awards program, which will unveil a winner in January, follows a similar vote earlier this year by Albertsons associates, who named Signature Reserve Dark Chocolate Sea Salt Caramels as the grocer's best private brand product.

Full Story: Progressive Grocer (10/5)

	Get the DTC advantage for your brand More and more brands are leveraging direct-to-consumer strategies — but DTC also carries risks. How can you use DTC wisely, giving people what they want and need today? Join Constellation Brands and other experts for a timely discussion - and get results from a new consumer survey. Register here!

Free eBooks and Resources

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Platform News

Instagram intros new video format, tests Stories likes

Instagram has combined its feed videos and IGTV into "Instagram Video," which offers both long and short clips, and is also testing a "like" reaction for Stories. The new video format lets users tap to enter full-screen mode and keep scrolling after viewing to see more creator content.

Full Story: Social Media Today (10/5), TechCrunch (tiered subscription model) (10/5)

Twitter site, webinar to help brands with holiday promos
Social Media Today (10/5)

TikTok, Media Smart inform teens about platform ads, safety
Mobile Marketing Magazine (10/5)

Social Shareable

Ollie's balancing tricks fetch 37.5M views

(Good Boy Ollie/TikTok)

A TikTok video showing Ollie the chocolate Labrador balancing drinks on his backside has attracted 37.5 million views and 6.8 million likes. The video shows Ollie leaning forward with his behind in the air, on top of which rests a teapot, a filled wineglass, a coffee cup and other drinks in the clip.

Full Story: Newsweek (tiered subscription model) (10/5)

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.