An Ignoble Experiment: Report: Brands increase creator marketing investment

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

March 4, 2022

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The Big Story

Report: Brands increase creator marketing investment

Two-thirds of brands have increased investment in creator-driven marketing in the past year and 52% have expanded their creator marketing teams, per a report from CreatorIQ and Tribe Dynamics. In addition, Instagram Stories is used regularly by 88% of influencers and 96% of brands, while TikTok is used regularly by 42% of influencers and 46% of brands.

Full Story: Marketing Dive (3/3)

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Connecting & Collaborating

Strategies that can expand online audiences

(Pixabay)

Consulting internal and external sources to uncover keywords for your business can expand your online reach and audience, writes search-engine optimization expert Alan Bush. Other tips Bush suggests includes identifying their audience, testing their users' experience and putting content into different buckets including audio, visual and educational.

Full Story: PR Daily (3/2)

Lessons from 5 outstanding B2B campaigns

(Slack/YouTube)

The secrets to business-to-business marketing success are explained by Francesca Nicasio using five notable campaigns that span out of home, social media, video, email and creative. Nicasio offers social marketing tips based on SEMrush's engaging content, describes how Slack injected humor into video marketing and takes a look at how Cisco got creative with a SuperSmart Security graphic novel.

Full Story: TechRadar (3/3)

Marketer Moments

Crypto.com lets fans explore LeBron James' room in AR

Crypto.com is following up its Super Bowl spot starring LeBron James by teaming with Snapchat to create an augmented reality lens that virtually transports users to the basketball star's childhood bedroom. The lens enables users to explore the bedroom and unlock extra mixed reality experiences by finding hidden clues.

Full Story: Marketing Dive (3/3)

JT Mega, Columbus Craft Meats do charcuterie "Like This"

JT Mega created a "Like This" campaign for Hormel Foods' Columbus Craft Meats that is running across paid social, connected TV, digital and shopper marketing. The push taps into the charcuterie trend popular on social media with photography accompanied by copy such as "Pair. Like This" and "Better Bites. Like This."

Full Story: Ad Age (tiered subscription model) (3/3)

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Platform News

Microsoft Advertising enhances tools, market coverage

Microsoft Advertising plans to roll out its Marketing with Purpose attributes globally with more than 32 options such as vegan and LGBTQ+ attributes and will begin offering its Shopping campaigns to numerous markets in Latin America. Microsoft Advertising is also aligning campaign and account time zones to reduce discrepancies and launching beta tests for its Multi-asset Audience Ads.

Full Story: MediaPost Communications (free registration) (3/1)

TikTok launches tool to connect creators, agencies
Social Media Today (3/3)

How agencies are gearing up to serve metaverse needs
Marketing Dive (2/28)

PMG offers clients shoppable TikTok tool
MediaPost Communications (free registration) (3/3)

Measurement Matters

Report: Consumers favor AR/VR metaverse integrations

Fifty-two percent of metaverse-aware individuals ages 18 to 54 are concerned the technology will distract them from their natural environments and relationships, so they favor activations that include augmented and virtual reality and other "real-world components," according to research conducted by The Harris Poll. Individuals also prefer AR/VR for physical shopping, compared to tech to purchase items worn within the digital world.

Full Story: Ad Age (tiered subscription model) (3/3)

Social Shareable

Twitter amused by "Wheel of Fortune" fail

Clips from a recent episode of "Wheel of Fortune" have gone viral on Twitter as users were entertained by the inability of the show's contestants to solve the phrase, "Another feather in your cap." Incorrect guesses included "Another feather in your map" and "Another feather in your lap."

Full Story: People (3/2)

Flashback

Flashback to ... March 2012

Do you remember when it was a big deal -- no, it really was -- when your brand or client launched a new social media profile or had a major update? A decade ago it was, and we had a story from MediaPost about Macy's revamped Facebook page: "Macy's is leveraging the new timeline feature in Facebook to reach even more customers."

Other SmartBrief headlines from March 2, 2012:

Yelp IPO starts with a bang
Crunch the numbers to find how many Facebook fans see your content
Study: Hispanics lead in frequency when it comes to social media

Note: Some links in SmartBrief archives are time-sensitive. These URLs may have changed or sources may have changed their access.

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Over the past two years, the creator economy has blossomed into a full-fledged social media force that has changed marketing and business strategies around the globe.

Tim Sovay, chief operating officer at CreatorIQ, as quoted by Marketing Dive