As news broke out over Russia's invasion of Ukraine, agencies began changing words such as "revolution" and "war" in branded content, and social media teams began evaluating publishing plans. Meanwhile, Facebook, TikTok and YouTube heightened efforts to monitor for Russian propaganda, false footage and other content violations.
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The "TikTok What's Next Report 2022" predicts the continued evolution of community commerce and audio, growth in creator partnerships, and increased brand safety efforts. Beauty and personal care, financial services, and gaming were among the categories that performed the best in 2021, the report reveals.
The metaverse will only reach mass adoption if seven hurdles can be overcome, writes Kent Lewis, president and founder of Anvil Media. These include a lack of accessibility, a fractured user experience and limited utility, Lewis writes, noting that augmented reality is currently far ahead in the technology race.
Abercrombie & Fitch is using TikTok to introduce its brand transformation to consumers. "It takes time for customers to rediscover the brand and to trust that [the transformation] is authentic and will stick around," says Megan Brophy, Abercrombie & Fitch's senior director of marketing.
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LinkedIn is helping brands determine what's resonating with users via new post analytics that show the number of reactions for a post, and filtering viewers by job title, industry, location and other attributes. The platform also expanded its emoji reactions with a laughing face.
Agency and third-party technology, first-party data and Meta's conversions API are among the tools leading brands are using as they adapt to diminished ad targeting capacity on Facebook, insiders say. A Facebook spokesperson notes that the company will "always keep working to improve performance and measurement."
The "Spider-Man: No Way Home" Twitter account tweeted a photo of actors Tobey Maguire, Tom Holland and Andrew Garfield recreating the internet's popular "Spider-Man pointing at Spider-Man" meme. The tweet has so far attracted more than 305,000 likes and over 80,000 retweets and quoted tweets.
(That's me on the right, with Rocky ensuring I have a good head on my shoulders.)
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This is clearly a short-term issue, but the lack of ability to easily transact with other users or brands severely limits the value and potential of the metaverse.
Kent Lewis, president and founder of Anvil Media, writing for SmartBrief/Marketing
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