An Ignoble Experiment: Why some brands are going dark on social

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

November 29, 2021

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The Big Story

Twitter gets new CEO

Dorsey (Joe Raedle/Getty Images)

Twitter Chief Technology Officer Parag Agrawal is moving up to CEO as Jack Dorsey is stepping down immediately, saying, "I've decided to leave Twitter because I believe the company is ready to move on from its founders." Dorsey will remain on the the Twitter board of directors until next year's stockholders' meeting.

Full Story: CNBC (11/29)

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Connecting & Collaborating

How blockchain is poised to change social marketing

Blockchain technology is giving rise to new online platforms and 3D communities and will drive social marketing marketers to focus on "multisensory content and deeper storytelling," writes Movement Strategy CEO Jason Mitchell. Brands should be exploring blockchain as a marketing opportunity and "core revenue driver," and "begin the process of education and adaptation soon, so that they can be innovators instead of followers," Mitchell writes.

Full Story: Ad Age (tiered subscription model) (11/24)

Why some brands are going dark on social

(Pixabay)

Kylie Cosmetics, Louis Vuitton and DKNY and other brands have temporarily gone dark on their social media accounts or used short-life content to build excitement, make an impact and spark conversations, writes Nupur Amarnath. Some experts question whether the move will erode credibility, and Amarnath suggests the strategy is best suited for more prominent brands and requires keeping other lines of communications open.

Full Story: The Economic Times (India) (11/24)

What creatives can learn from the TikTok generation

Lukas Grossebner, executive creative director, Europe at Virtue Worldwide, explains why teenagers with TikTok, Twitch or YouTube accounts are the biggest creative competition and advises advertisers on what they can learn from them. "Much as is the case with the content we see from social media sensations, it may also be time for creative narratives from brands to be built from inside culture," Grossebner writes.

Full Story: Campaign US (tiered subscription model) (11/24)

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.

Marketer Moments

Ram again "Official Truck" of Macy's Thanksgiving Parade

A Ram Truck pickup pulls a float during last week's Macy's Thanksgiving Day Parade. (Eugene Gologursky/Getty Images)

More than 60 Ram Truck vehicles helped pull off the Macy's Thanksgiving Day Parade, including pulling 20 floats, as the automaker was the "Official Truck" of the event, marking its seventh consecutive year of participation. The brand encouraged fans to watch via its Twitter, Instagram and Facebook accounts and by using #MacysParade.

Full Story: MediaPost Communications (free registration) (11/26)

Platform News

Pinterest's Habig offers insights into using platform

Jim Habig, Pinterest's global head of business marketing, discusses the platform's unique selling proposition as personal media instead of traditional social media platform, its vision to make every product on the platform shoppable, how it acts as a crystal ball for consumer behaviors and other topics. Habig suggests brands focus on courting consumers throughout the entire buying cycle, using insights to anticipate needs and inform campaigns and "generate content according to the seasonal searches."

Full Story: Marketing Mag (Australia) (11/24)

Source: Twitter Blue trials themed app icons

A Kwanzaa-theme icon spotted by Alessandro Paluzzi. (Alessandro Paluzzi/Twitter)

App researcher Alessandro Paluzzi has spotted a trial of seasonal and holiday-themed app icons for Twitter Blue subscribers. Twitter Blue launched in the US earlier this month, following trials in Canada and Australia, and includes perks such as an undo tweet feature.

Full Story: Social Media Today (11/27)

Measurement Matters

Why publishers are mining alternate TikTok metrics

Publishers working to gauge TikTok performance and determine future efforts are looking beyond standard video view counts to metrics such as acceleration of views and views from non-followers, say industry executives. Omar Raja, who leads ESPN's social programming strategy, says data analysis caused the publisher to create shorter 30-second videos and to make them "as interesting as possible."

Full Story: Digiday (tiered subscription model) (11/29)

Social Shareable

Denny's breakfast-serving robot sparks debate

(miabellaceo/TikTok)

A viral TikTok video showing a robot serve breakfast at a Denny's restaurant sparked a debate about the future of work and automation. The clip has attracted more than 493,000 views and 1,246 comments.

Full Story: Futurism (11/28)

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.

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.