An Ignoble Experiment: The top social challenges for marketers in 2022

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

November 30, 2021

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The Big Story

How will Twitter fare without CEO Dorsey at helm?

Agrawal (Twitter)

Jack Dorsey's decision to step down as Twitter's CEO and appoint Parag Agrawal as his successor has sparked discussion throughout the technology and advertising industries. Agorapulse's Mike Allton calls the move "an acknowledgement that the Twitter network needs new, different leadership to provide the vision necessary to guide it into this new era," and social media expert Matt Navarra expects continued success as the company sets its sights on "decentralization, Web 3.0, crypto, NFTs and a focus on social commerce, video and the creator economy."

Full Story: The Drum (free registration) (11/29)

Industry reacts to Dorsey's departure
Ad Age (tiered subscription model) (11/29)

New Twitter CEO is known for platform advancements
CNBC (11/29)

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Connecting & Collaborating

Brands see bright future in emerging metaverse

Chipotle, Verizon and Nike are among a growing legion of brands tapping into immersive "metaverse" platforms, such as Fortnite and Roblox, to boost brand awareness. Verizon's Diego Scotti says immersive experiences have the potential to be as valuable as Super Bowl TV spots.

Full Story: The Wall Street Journal (11/29)

The top social challenges for marketers in 2022

(Pixabay)

The biggest social media challenge for brands in 2022 will be deciding which platforms to use, according to a HubSpot survey of more than 500 marketers. The other four are creating engaging content, coming up with content ideas, generating leads via content and measuring return on investment.

Full Story: HubSpot (11/29)

Tips to crafting compelling product videos

Yum Yum Videos CEO Victor Blasco discusses the various formats of product videos such as character and whiteboard animation, motion graphics and live-action and offers tips for script development, production and music and sound effects. "Nine times out of ten, you'll want to use concise videos (usually under 90 seconds long, sometimes even shorter than that) as part of your marketing campaign," Blasco writes.

Full Story: Business 2 Community (11/28)

Marketer Moments

Narrative Group, Kiva Confections show "High History"

(Made by Kiva/Instagram)

Narrative Group created a "High History" IGTV series for cannabis edibles brand Kiva Confections, which is reminiscent of Comedy Central's "Drunk History" and stars comedian Rachel Wolfson, podcaster and TV writer Ira Madison III and YouTube star Chris Klemens. The series has five episodes that are under two minutes and focus on a humorous history lesson featuring cannabis.

Full Story: Campaign US (tiered subscription model) (11/29)

Featured Content

Sponsored Content from SmartBrief Marketing

The Future of Events According to B2B Marketers

In 2020, B2B marketers were forced to abandon their traditional in-person event playbook and turn to virtual events. At the onset of 2021, many marketers were optimistic about the prospects of once again attending in-person events, and yet, many marketers still planned to stick with virtual conferences and shows. So what does the future hold for events? SmartBrief surveyed B2B marketers to find out. Read the blog post and download our new infographic.

Platform News

Notable Google ad changes

(Google)

Phil Frost, founder of agency Main Street ROI, outlines six recent changes Google has made to its ad program. These deal with keyword matching, improved search term reports, the merging of Display and Smart Display campaigns, replacing text ads with responsive search ads, new travel ad options and the addition of an "About This Ad" when people ask why they're being targeted.

Full Story: Adweek (11/29)

TikTok tests profile tagging feature
Social Media Today (11/29)

Twitter may expand downvote feature
Social Media Today (11/29)

Measurement Matters

Meta finds demographic targeting can outperform interest

Meta analysis of broad and demographic-based targeting among 50 consumer packaged goods campaigns in Europe, Middle East and Africa reveals "overnarrowing" target audiences by interest can dampen reach and campaign performance. However, Andrew Hutchinson notes, "For those with very refined interest-targeting processes, they can actually drive significantly better campaign results through more specific focus."

Full Story: Social Media Today (11/29)

Social Shareable

Sanofi teams with Shaq to refurbish inner-city courts

(Ethan Miller/Getty Images)

Sanofi Consumer Healthcare and NBA star Shaquille O'Neal aim to give inner-city public basketball courts a makeover with a new campaign, "Comebaq Courts." Shaq hosted the "Icy Hot x NBA 2k22 Charity Game" on the streaming platform Twitch, which drew more than 800,000 live viewers and was promoted by social media influencers such as Kristopher London and the WNBA's Aerial Powers.

Full Story: FiercePharma (11/29)

About the Editor

Mike Driehorst

Big news from Twitter yesterday, eh? As you read above, the move to CEO Parag Agrawal seems to be well received and one that will continue Jack Dorsey's vision.

But ... what's your take on Twitter? If you have thoughts on why Dorsey left, Agrawal's appointment, Twitter's future or any related area, let me know. You may see your take in SmartBrief on Social Business.

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Brands must ensure social is prioritized as a critical communication tool and provide their teams with the resources needed to produce creative, relevant, and authentic content.

Rachael Samuels, senior manager of social media at Sprout Social, as quoted by HubSpot