An Ignoble Experiment: Will the metaverse spur the use of virtual influencers?

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

February 3, 2022

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The Big Story

Will the metaverse spur the use of virtual influencers?

The metaverse could drive increased adoption of virtual influencers among brands, as signaled by Meta developing an ethical framework for working with virtual creators and TikTok testing virtual avatars, Asa Hiken writes. Forever 21 is already working with virtual influencers within its Roblox "Shop City" experience, which "allowed us to create an authentic player interaction opportunity from the start," says Amondo Redmond, the brand's chief marketing officer.

Full Story: Ad Age (tiered subscription model) (2/2)

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Connecting & Collaborating

How to find your brand's place in the world of NFTs

(Pixabay)

SmartBrief Editor Isabel Kunkle explains the world of nonfungible tokens and how brands like Nike, Microsoft and Animal Planet are innovating with them to interact and engage with consumers -- taking them beyond auctions to reward fans with experiences. Kunkle advises marketers to explore NFT marketplaces to engage organically with communities and track trends, and to connect NFT initiatives to social engagement via influencers.

Full Story: SmartBrief/Marketing (2/2)

Brands reap social rewards with creative OOH efforts

Out-of-home marketers are designing experiential efforts, such as billboards with nonfungible token tie-ins and live performances in storefront windows, that spur engagement and social media sharing. These efforts are paying off for brands, such as LetsGetChecked's Rebecca Silver, who says a giant couch and test kit discount giveaway in New York City garnered strong consumer attention and "hundreds of app downloads."

Full Story: Modern Retail (tiered subscription model) (2/1)

4-step process delivers YouTube ads in the right order

(Pixabay)

YouTube's ad sequencing tool delivers a memorable message in a specific order, avoiding ad fatigue and boosting website traffic, writes Anna Sonnenberg, social media and email specialist. Sonnenberg outlines four steps: create an awareness or consideration campaign, set targeting parameters, add videos and select a sequence template.

Full Story: Social Media Examiner (2/2)

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Marketer Moments

Highdive, Lay's unveil Super Bowl ad with Rudd, Rogen

(Lay's/Twitter)

Highdive revealed its 60-second Super Bowl spot for Lay's, which introduces the brand's "Stay Golden" campaign and stars Paul Rudd and Seth Rogen reminiscing about their friendship before the latter marries a ghoul called Janet. Among their memories is a road trip singing along to Shania Twain's "You're Still the One" and fans can duet with the pair from Super Bowl Sunday as part of the campaign's #LaysGoldenDuet TikTok challenge.

Full Story: Adweek (2/2), Ad Age (tiered subscription model) (2/2)

Snapchat AR filters celebrate Lunar New Year

New augmented reality Lenses on Snapchat mark Lunar New Year while raising awareness about Chinese communities and businesses. Users who scan the storefront of New York City's Yu & Me Books can read a virtual pop-up book about the owner, and another Lens animates a watercolor tiger romping through traditional Chinese iconography.

Full Story: Social Media Today (2/2)

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Platform News

Meta sets sights on Reels, metaverse amid user decline

(Chesnot/Getty Images)

Meta reported $32.6 billion in advertising revenue for the fourth quarter, a 20% year-over-year increase, and Facebook's first quarterly decline of global daily users from 1.93 billion to 1.929 billion. Meta executives said investments this year will focus on its TikTok competitor Reels, attracting young adults, commerce and building out the metaverse.

Full Story: Ad Age (tiered subscription model) (2/2), The Verge (2/2), The Wall Street Journal (2/2)

Sources: Instagram exploring 2 new Reels options

An app researcher uncovered an Instagram trial that lets some users turn a Stories highlight into a Reels clip, which Andrew Hutchinson says could help creators repurpose their best posts and boost platform engagement. Another source spotted an Instagram graphic that alludes to a trial that expands Reels to 90 seconds.

Full Story: Social Media Today (2/2)

Source: Twitter testing "Articles" option
Social Media Today (2/2)

Social Shareable

Houston the dog takes on TikTok's "Drop Challenge"

(Dog.Houston/TikTok)

A dog named Houston has gone viral on TikTok for participating in the "Drop Challenge," which features users suddenly squatting as they go about their daily routines to the sound of "Yonce" by Beyonce. The clip has attracted 4.9 million views and 1 million likes, and shows Houston squatting at home, in the grocery store and while out on walks.

Full Story: Newsweek (tiered subscription model) (2/2)

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There is not a doubt in my mind that virtual influencers will be the tastemakers of the metaverse just as human influencers and celebrities are the tastemakers in the physical world.

Shep Ogden, CEO and co-founder of Offbeat Media, as quoted by Ad Age