An Ignoble Experiment: Americans' UGC consumption nears traditional media

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

January 5, 2022

CONNECT WITH SMARTBRIEF

The Big Story

Americans' UGC consumption nears traditional media

User-generated content comprises 39% of media consumption among Americans ages 13 and older, compared to traditional media's 61% share, according to research by YouGov and the Consumer Technology Association. In addition, 16% of weekly media consumption is via user-generated video, edging close to TV's 18% and possibly tied given the survey's margin of error. Those ages 13 to 17 spend 56% of their media consumption with UGC.

Full Story: MediaPost Communications (free registration) (1/5), Variety (1/4)

Connecting & Collaborating

App offers social network for young women influencers

28 Row app co-founder Cindy Krupp says plenty of companies -- such as e.l.f. Cosmetics and Monday Haircare -- would love to work specifically with college-age women influencers but don't have the resources to find the right people, so Krupp and her partner work to connect them via their influencer marketing platform. Their 28 Row app is an online social gathering place for potential or early influencers in that demographic, offering much-needed networking and emotional support, users say.

Full Story: The New York Times (12/30)

Communities on social media will get more investment

Communities on social media are a target for increased 2022 investment, 61% of marketers in a HubSpot global survey stated, and 51% of respondents intend to create more communities related to their brands. Social media relationships with consumers can cut ad spending and support costs, increase insights and encourage personal recommendations.

Full Story: HubSpot (1/4)

Meta's Mendelsohn highlights key marketing trends

Nicola Mendelsohn, vice president of Meta's global business group, details three 2022 trends for marketers: growth of the creator economy, seamless shopping and the metaverse. Mendelsohn also offers three ways brands can prepare for the metaverse, including asking themselves, "What would you do if all the existing physical limitations of the world were removed?"

Full Story: ClickZ (1/4)

Marketer Moments

Coors Banquet creates "Cobra Kai" social sweepstakes

(Molson Coors Beverage Co.)

Molson Coors is maximizing the love for Coors Banquet shown by the main character in Netflix's "Cobra Kai" by creating a monthlong sweepstakes that asks fans on social media to correctly count the number of appearances the beer makes in the show's fourth season. The winner will receive a $500 gift card and a branded bonsai tree, which also will be awarded to five runners-up.

Full Story: MediaPost Communications (free registration) (1/4)

Sponsored Content from 1440 Media

Tired of being told how to think? Check out 1440 - The fastest way to an impartial point-of-view. The team at 1440 scours over 100+ sources so you don't have to. Culture, science, sports, politics, business and everything in between - in a 5-minute read each morning, 100% free. Sign up now!

Platform News

Twitter reportedly tests private Spaces

Twitter is testing invite- and follower-only Spaces access, social media consultant Matt Navarra reports, and Andrew Hutchinson suggests the tool could spur community building and offer brands value through efforts such as super fan chat sessions and exclusive updates for followers. The social platform has yet to comment.

Full Story: Social Media Today (1/4)

Repost option may be coming to TikTok

TikTok is testing a "Repost" button with select users that's similar to Twitter's retweet option. The button is offered through the share menu and enables users to share videos to friends' For You feeds.

Full Story: TechCrunch (tiered subscription model) (1/4)

TikTok touts value of audio marketing
Social Media Today (1/4)

Measurement Matters

Podcast advertisers grapple with brand-safety issues

(Pixabay)

As the podcast industry moves toward a programmatic advertising model, there are ongoing struggles with promotions that are miscategorized and mistargeted, according to industry insiders. If the issues continue and listeners too often hear ads not intended for them, it could cause audiences to start tuning out podcast ads, writes Ashley Carman.

Full Story: The Verge (1/4)

Social Shareable

TikTok falls in love with puppy who won't get out of bed

(Kayvlas/TikTok)

A golden retriever puppy named Luna has gone viral on TikTok with a video that shows her refusing to leave her comfy place under the duvet in a double bed. The clip has so far attracted 3.6 million views and more than 545,000 likes.

Full Story: Newsweek (tiered subscription model) (1/5)

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.