An Ignoble Experiment: Is it time to consider online community-based marketing?

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

November 3, 2021

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The Big Story

Social commerce gains traction among marketers

(Pixabay)

Eighty-three percent of consumer marketers polled in four countries, including the US, are investing in two or more social media "shops" and 86% anticipate a return on their investment within 12 months, according to a Forrester study commissioned by Emplifi. Revenue is the primary reason for the move, consumer marketers say, and add that their challenges include converting sales, analyzing performance and handling technical requirements.

Full Story: MediaPost Communications (free registration) (11/2)

Social media jumps into live shopping market

Television shopping networks like HSN and QVC are facing new competition as social media platforms shift their focus from advertising to live shopping experiences. Amazon, Instagram, Pinterest, Snapchat and TikTok have all launched live shopping tools, and experts predict that US sales for the industry will reach $25 billion by 2023.

Full Story: Axios (11/2)

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Connecting & Collaborating

Is it time to consider online community-based marketing?

A Sid Lee study finds younger millennials and Gen Z are drawn to values-based online communities where they shape their sense of selves and find joy and inspiration, and brands that participate in these domains such as Peloton, Roblox and Patagonia build trust and "evangelism." Andy Bateman, Sid Lee's US chief executive officer, says brands that want to reach this demographic on platforms such as TikTok or Snapchat need to shift from "owning their narrative" to being engaging, authentic and open to criticism.

Full Story: The Drum (free registration) (11/2)

Thought leadership: What B2B execs prefer from content

Business-to-business decision-makers say the biggest faults with thought leadership content are when it's too sales-focused or lacks original ideas, according to a study by LinkedIn and Edelman. In addition, 67% of B2B executives want thought leadership content that features the opinion of an identified author and 64% prefer a less formal, human tone.

Full Story: MarketingProfs (free registration) (11/2)

Talent agency CEO shares 3 TikTok strategies

James Cadwallader, co-founder of Kyra Media, says success with TikTok has driven the talent agency to focus solely on the social platform and predicts it "is going to eat the entire social media space." Cadwallader suggests brands make many videos without getting too caught up in details, concentrate on the initial two seconds of audio and images and take advantage of "shooting star moments" by "[amplifying] them with everything you have."

Full Story: Adweek (11/2)

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Marketer Moments

Reynolds creates a "Gin Riblet" to pair with the McRib

(Ryan Reynolds/Twitter)

Ryan Reynolds tweeted a video from Maximum Effort that celebrates "the return of America's favorite rib-shaped sandwich" by showing viewers how to make a "Gin Riblet" using Aviation Gin and wishing the sandwich from an unmentioned brand a happy 40th anniversary. "Not sure gin and barbecue sauce go together? Well let me McProve it," Reynolds says, before pleading to bring back Grimace and McDonald's obliged by replying with a tweet displaying the smiling brand character.

Full Story: Ad Age (tiered subscription model) (11/2), The Drum (free registration) (11/2), Adweek (11/2)

	Here's how Twitter is making its service safer Brand safety is human safety. After all, people are at the core of everything we do. See how Twitter is investing in brand safety through policies, products, and partnerships to make the service a safer place for all.

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Platform News

Facebook drops facial recognition amid criticism

Facebook has announced that it is turning off facial recognition and is discarding the scan data of billions of users, citing societal concerns and the government's lack of definite rules regarding the technology's use. The move stops the automatic recognition and tagging of users in various media, and also affects the platform's automatic alt text feature, which generates image descriptions to assist visually-challenged individuals.

Full Story: The Associated Press (11/3), ZDNet (11/2)

Why Meta retains foothold among advertisers

(Chesnot/Getty Images)

Meta, formerly known as Facebook, is expected to account for approximately 17% of the global advertising market this year, counts 10 million advertisers across its family of apps and continues to dwarf competitive platforms due to its extensive reach and high return on investment. Meta also has been able to "justify higher ad prices" amid Apple's recent privacy changes that hamper ad tracking, writes Laura Forman.

Full Story: The Wall Street Journal (11/2)

Snapchat offers online ad optimization certificate course
Social Media Today (11/2)

Meta takes lighthearted response to social media mockery
Campaign US (tiered subscription model) (11/1)

Report: What consumers think of Facebook, Meta brand, Zuckerberg
Forbes (tiered subscription model) (11/2)

Engaging with creators, scaling creator marketing
Creators can represent products and services to audiences beyond brand-owned media, most often with a wider and deeper reach than owned channels. In this November 4th session, Deloitte Digital will discuss how businesses use creators and influencers and the impact of finding the right creators who align with your brand values. Register today

Social Shareable

The 10 most-watched ads this Halloween

Kylie Jenner's "A Nightmare On Elm Street" video for her Kylie cosmetics brand topped the list of most-viewed Halloween ads across top websites, followed by Spirit Halloween's "The Graveyard Shift" and Pet Smart's "Wicked Fun," according to AcuityAds. The other brands that made the top 10 are Target, Lego, Goodwill, Dietz & Watson, Zara, Direct TV and Joann.

Full Story: The Drum (free registration) (11/2)

About the Editor

Mike Driehorst

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