An Ignoble Experiment: How influencer marketing will shape up this year

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

January 6, 2022

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The Big Story

How influencer marketing will shape up this year

Agency executives share their views on how influencer marketing will evolve in 2022. Their predictions include a shift to outcome-based metrics, increased influencer spending and a race to attract influencers for live shopping and metaverse experiences.

Full Story: The Drum (free registration) (1/5)

Connecting & Collaborating

How e.l.f. uses agile marketing to build consumer bonds

An agile, digital-forward marketing culture and "renegade spirit" at e.l.f. Beauty enabled the brand to leverage its experience as a Jeopardy clue last year by adjusting its marketing across all social channels within 24 hours, said Chief Marketing Officer Kory Marchisotto. The company engages with customers in games and mobile apps, as well as more conventional retail and social channels, and Chief Digital Officer Ekta Chopra stressed the importance of first-party approaches to data.

Full Story: Consumer Goods Technology News (1/4)

Marketers should pay attention to these 4 trends for 2022

(Pixabay)

The pandemic has accelerated the trend of consumers wanting to engage with and buy from brands that demonstrate purpose, and an increasingly diverse population means audiences, particularly younger consumers, want to see more inclusiveness, Ambreen Ali writes. Other trends Ali notes for 2022 include using technology to deliver sophisticated personalized experiences and testing new ways to deal with a cookie-free world.

Full Story: SmartBrief/Marketing (1/5)

8 ways B2B marketers can up their social game

Tech influencer Evan Kirstel outlines eight key social media strategies for business-to-business marketers. These include expanding reach with influencers, connecting with audiences via livestream audio, building communities of brand fans and focusing on organic content on LinkedIn.

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

Marketer Moments

How this grocer extends shopper relationships via social

(H-E-B)

Texas-based grocery chain H-E-B shifted its marketing strategy toward digital amid the pandemic with a shoppable Facebook Live series featuring tutorials with local chefs that garner hundreds of thousands of views. Giovanna Dimperio, H-E-B's senior director of digital marketing, says the videos help the retailer continue relationship building with shoppers off-site, create brand awareness and generate a "sense of community" through comment interactions.

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

Macy's line features #StyleNotSize TikTok influencers

Macy's has partnered with TikTok influencers Denise Mercedes and Maria Castellanos to create Style Not Size, a line of separates that will be available in sizes ranging from XS to 3X. Mercedes and Castellanos, who wear a size 14 and a 6, respectively, often dance in TikTok and Instagram videos wearing the same outfits and tag the posts with #StyleNotSize.

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

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Platform News

TikTok deal moves creator videos into public spaces

Streamed video content provider Atmosphere has teamed with TikTok to feature curated videos from the app on a dedicated channel on its screens in commercial venues such as restaurants, doctors' offices and gyms. The Atmosphere team will access the TikTok library, select the desired content, seek individual permissions and add video captions.

Full Story: TechCrunch (tiered subscription model) (1/5), The Verge (1/5), VentureBeat (1/5)

Instagram gives select users access to Stories "like" info
TechCrunch (tiered subscription model) (1/5)

Facebook enhances Creator Studio tools
Social Media Today (1/5)

Measurement Matters

Pinterest study touts value of Gen Z targeting

An Information Resources study commissioned by Pinterest found that Generation Z members purchased 80% more new products during the past year than other generations and brands that connect with this demographic will realize 14 times revenue growth opportunities than engaging other age groups. The IRI study also found Gen Z members are more apt to find video ads appealing when shopping for new products.

Full Story: Social Media Today (1/5), Adweek (1/5)

How to tap into the spending power of Black consumers

McKinsey & Co. research reveals Black consumers' spending power will nearly double from 2019 to 2030 to reach $1.7 trillion. The research also showed that 81% of this demographic is willing to switch away from brands that don't demonstrate diversity, equity and inclusion efforts.

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

Social Shareable

Bread truck driver feeds stuck drivers in viral video

(Yahoo Life/TikTok)

A TikTok video that tells the story of a bread truck driver feeding motorists in Virginia stuck on the I-95 in a snowstorm has attracted 2.1 million views and more than 173,000 likes. The driver distributed the bread after a couple phoned Schmidt Baking Company to ask for help.

Full Story: Fox Business (1/6)

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.