Social media giants including Facebook, Google, Snap and Twitter see commerce as a way to drive revenue and beef up their first-party data. Facebook is focusing on livestream shopping and the metaverse, Google is focusing on omnichannel shopping, and Snapchat is investing further in branded augmented reality shopping lenses.
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Instagram Live can allow your business to connect with customers, humanizing the company and building trust that could lead to an eventual sale, writes Michael Stelzner. This article offers a multi-step process for choosing a streaming topic, promoting the stream and measuring results.
Marketers can attract more leads via content marketing by creating headlines that either include a solution or address a problem common among target audiences, writes Science Marketer Weekly Editor Colm O'Regan. Consider targeting prospects with headlines that call out to specific job roles, aggressively promote content and always include a call to action, O'Regan advises.
Rachel Winer, Rokk Solutions' senior vice president, highlights social media trends from a Pew Research Center report and discusses how they should steer communications efforts. Suggestions include promoting news on social platforms that consumers rely on for timely information and amplifying brand messaging suited for older, white women on Facebook and appealing to younger, diverse audiences on Snapchat and TikTok.
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Abercrombie & Fitch has morphed from a mall-based retailer known for cool clothes for "good-looking people" into an inclusive brand that drives interest with limited-run production, influencer relationships and social efforts. "People used to buy Abercrombie because it was called Abercrombie, and now they buy the product because it's just really good, comfortable, quality, on-trend items," said company Senior Vice President Carey Collins Krug.
Social Chat, a startup that helps brands personalize their social media marketing to maximize sales, raised $6 million in seed funding. The company will use the new capital to hire more engineers focused on artificial intelligence and machine learning.
Combined revenue has dropped by an estimated $9.85 billion for Facebook, Snapchat, YouTube and Twitter during the second six months of 2021, after Apple changed its policies regarding user tracking, The Financial Times and Lotame report. The analysis also found that Facebook witnessed the most significant financial loss "in absolute terms" and Snap took the most damage "as a percentage of its business."
Starburst is capitalizing on the newfound popularity on TikTok of a mid-2000s ad from TBWA\Chiat\Day New York that introduced the Little Lad who loved the brand's Berries and Cream. The flavor's hashtag has 1.7 billion TikTok views and a new campaign from DDB Chicago features the Little Lad, played by original actor Jack Ferver, inviting TikTok users to perform a dance in an effort to get Starburst to bring back Berries and Cream.
(That's me on the right, with Rocky ensuring I have a good head on my shoulders.)
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