Marketers discuss how user-generated content in social marketing has evolved from paid influencers to microinfluencers creating content for niche communities, and offer advice on how brands can best employ UGC to connect with audiences. Dagger's Jessica Tinetti advises marketers to experiment to keep up with a fast-paced social news cycle and IF7's Harley Block says brands should hold back on dictating content, noting, "The ultimate goal is to have the user generate their own content."
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Just under 40% of marketers say LinkedIn is the most trusted social platform, followed by Instagram at 14%, which was also ranked as the "most important" by 40% of the participants in a ListenFirst survey. In addition, Facebook, TikTok and Reddit, were characterized, in order, as the "least trusted" by respondents and just 18% said they understand the metaverse and how it might affect their brand.
72andSunny Los Angeles created a shoppable "Cheddarbration" music video for Tillamook County Creamery Association to celebrate National Cheddar Day, which coincides with the Super Bowl on Feb. 13. The spot, running across social media, features limited-edition merchandise from the brand, and a sweepstakes is offering fans the chance to win a Cheddarbration product pack.
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Instagram is helping users tout their livestreams and spur interest and engagement with a new profile banner. Users can customize the banner with a badge to alert anyone who comes across their profile of an upcoming livestream and prompt them to subscribe to receive reminders.
New Snap Lenses let brands quickly integrate product catalogues into alternate reality landscapes, enable purchases directly from virtual trials and get analytics and make updates as real-time functions. A study found that 93% of the platform's users are interested in AR shopping.
Microsoft's ad sales jumped 32% in 2021 to $10 billion and the company has "bold ambitions" for its advertising business, including international expansion and a third-party cookie alternative offered through its Microsoft Customer Experience Platform. Subsidiary LinkedIn gained $1 billion from its Sales Solutions business.
Isaac Bess, TikTok's global head of distribution and private partnerships, discusses why the social media platform is seeking to grow its reach by investing in marketing channels such as connected TV and Atmosphere's streaming TV service that reaches restaurants, doctors' officers, gyms and other locations. "There is a place for amazing videos from the TikTok community on every screen on the planet," Bess said.
When American adults "cancel" brands, their top action is to stop buying products, cited by 61% of respondents to a Forrester survey. In addition, 45% stop recommending the brand to others, 32% unfollow it on social media and 20% will call the brand out on social.
Ad Age rounds up its best TikTok efforts from brands this month with Arby's spicy sandwich challenge taking spot after its #ArbysDiabloDare attracted 7.3 billion views. The Uniform Challenge inspired by HBO's "Euphoria" is in second place with 104 million views for #whyarentyouinuniform.
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