Is TikTok really the best driver of social commerce?

Is TikTok really the best driver of social commerce? | Why it's OK to occasionally post rejected content | Brand values matter to Gen Z Created for ignoble.experiment@arconati.us |  Web Version January 31, 2022 CONNECT WITH SMARTBRIEF       SIGN UP ⋅   SHARE   The Big Story Is TikTok really the best driver of social commerce? (Pixabay) Marketers discuss the social commerce benefits of TikTok with its viral shopping capabilities spurred by hashtags such as #TikTokMadeMeBuyIt, but explain why platforms like Facebook and Instagram are still the major drivers of social shopping. The main takeaway is that TikTok is very much a user-led arena where brands have to be quick to capitalize on organic content, while paid promotions work well on Instagram and Facebook. Full Story: Ad Age (tiered subscription model) (1/31)      Connecting advertisers with DOOH screens globally Hivestack is the largest independent, global, full stack, marketing & adtech company, powering the buy and sell side of programmatic digital out of home (DOOH) advertising. Our suite of solutions allows advertisers to plan, activate and measure DOOH campaigns at scale and enables media owners to optimize and unlock the earning potential of their DOOH inventory. Learn more. ADVERTISEMENT: Connecting & Collaborating Why it's OK to occasionally post rejected content Content Marketing's Robert Rose discusses how advertising icon David Ogilvy made "deliberate mistakes" and launched rejected marketing efforts to challenge collective thinking that sometimes yielded surprising results. Rose encourages content marketers to follow Ogilvy's lead to test core instincts with low-risk efforts. Full Story: Content Marketing Institute (1/28)      Brand values matter to Gen Z Good COVID-19 protocols attracted 42% of Generation Z shoppers to brands, a Qualtrics report reveals, and knowledge of brand values among the group exceeds that among Baby Boomers by nearly three times. Negative experiences are also more likely to upset members of Gen Z than those of any other generation. Full Story: Social Media Today (1/28)      How digital marketers can become more disability-friendly Brands that ensure digital experiences are accessible by people with physical and cognitive disabilities can tap into a base of 1 billion consumers, while honoring diversity commitments, avoiding legal risks and winning new business, suggests Gina Bhawalkar, a Forrester principal analyst. Bhawalkar offers a five-step plan to help brands embark on a digital accessibility strategy. Full Story: Ad Age (tiered subscription model) (1/28)      How to Align Marketing and Sales — And Why It Matters To You Discover the keys to marketing and sales alignment, and learn how it can lead to closing more deals, driving greater revenue, and building long-term customer relationships — at the individual and account level. Watch the webinar. ADVERTISEMENT: Most Read by Marketing Decision Makers A framework for content marketing that hits the mark Forbes (tiered subscription model)  5 steps for creating a compelling corporate story Thriving at 50 Plus (Wendy Marx)  Enhance content marketing efforts with infographics Search Engine Journal  TikTok amused by Wrigley the Labrador's stick obsession Newsweek (tiered subscription model)  Mondelez study: Social media spurs snack purchases Consumer Goods Technology News  Tired of biased news stories? Try 1440. The 1440 Daily Digest team scours hundreds of sources every day to provide a concise, comprehensive, and objective view of what's happening in the world. 1440 brings you fact-based news on culture, science, sports, politics, business, and more - all in a 5-minute read. Subscribe for free now! ADVERTISEMENT: Sponsored content from The Wall Street Journal Free to read exclusively for SmartBrief readers This Is the Best Way to Visit Yellowstone National Park The Real Meaning of Freedom at Work What Went Wrong With Zillow? A Real-Estate Algorithm Derailed Its Big Bet Help Really Wanted: No Degree, Work Experience or Background Checks Retirees Spend a Lot of Time and Money to Buy Their 'Forever Home.' Then They Sell It. Marketer Moments Grey cooks up Bonecoin, edible NFT for Frank's RedHot (Frank's RedHot/Twitter) Grey created a campaign for Frank's RedHot that's inviting consumers to share images of the bones from their chicken wings to earn a spoof cryptocurrency called Bonecoin, and whoever garners the most will win the brand's nonfungible token and an edible version, named the eNFT. The brand's "Wing Wagon" will visit New York City with former NFL quarterback Eli Manning giving away Frank's RedHot Wings, and comedian and actor Eric Andre is supporting the push on social. Full Story: MediaPost Communications (free registration) (1/28)      Platform News Twitter's Bavishi on how brands can navigate busy slate Jay Bavishi, Twitter's head of quadrennial events, highlights platform opportunities and support for brands juggling activations around events slated just months apart, such as the delayed 2020 Summer Olympic Games, the 2022 Winter Olympics, the Super Bowl and FIFA Men's World Cup. For example, Bavishi expects brands to tap into Twitter Spaces and its premium pre-roll video option Twitter Amplify during the Olympics. Full Story: Adweek (1/28)      Spotify reacts to Rogan backlash Spotify published its rules regarding permissible platform content and will add an advisory to podcasts related to the coronavirus that drives listeners to an information hub with pandemic-related information. The move follows backlash regarding podcaster Joe Rogan's COVID-19-related content that drove Neil Young and Joni Mitchell to remove their music from the platform. Full Story: Ad Age (tiered subscription model)/Bloomberg (1/30)      Measurement Matters Report: Marketers heed call of podcast ads in 2021 (Pixabay) Tech, media and finance firms were the primary drivers of US podcast ad spending in 2021, which reached $590 million, a 21% increase over 2020, according to MediaRadar. Midroll ads represented 55% of the spending, followed by pre-roll ads (26%) and post-roll ads (19%), and 30-second spots accounted for 42% of the promotions. Full Story: MediaPost Communications (free registration) (1/28)      Social Shareable TikTok falls in love with a blind dog named Arnold (APA4Dogs/TikTok) A blind pitbull named Arnold has captured the heart of TikTok with a video that's attracted 22 million views and 5.3 million likes. The clip shows Arnold's delight at finding a ball all by himself in the park. Full Story: Newsweek (tiered subscription model) (1/31)      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.     Sharing SmartBrief on Social Business with your network keeps the quality of content high and these newsletters free. Help Spread the Word SHARE Or copy and share your personalized link: smartbrief.com/socialbusiness/?referrerId=eAoynhEdSv The way a brand shows up on TikTok has to be so authentic that if you do anything so aggressive in a paid world, anything that is too coordinated, it doesn't work for the platform, that's the power of TikTok. Amy Lanzi, commerce practice lead North America at Publicis Groupe, as quoted by Ad Age       SmartBrief publishes more than 200 free industry newsletters - Browse our portfolio Sign Up  |    Update Profile  |    Advertise with SmartBrief Unsubscribe  |    Privacy policy CONTACT US: FEEDBACK  |    ADVERTISE SmartBrief, a division of Future US LLC © 1100 13th St. NW, Suite 1000, Washington, DC 20005