An Ignoble Experiment: Tips for LinkedIn messages that inspire action

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

May 31, 2022

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The Big Story

How to address the influencer pay gap

(Pixabay)

Pay inequity is a significant issue within the influencer industry, per research by MSL and The Influencer League, which discovered a 29% pay gap between white influencers and their Black, Indigenous and people of color counterparts. The study also revealed a 30% pay gap between women and men, but marketers can begin to rectify the issue by "being transparent and creating standards for how compensation works," explains Shameyka McCalman.

Full Story: SmartBrief/Marketing (5/27)

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Connecting & Collaborating

A powerful way to engage on Facebook

Carousel posts, which include a number of cards that viewers can swipe through, can give you another way to engage with people on Facebook. These posts can be a good way to tell a story, share reviews or showcase products, writes Anna Sonnenberg, who describes how to get started with this format.

Full Story: Social Media Examiner (5/25)

Pepsi CMO on why a metaverse presence matters

PepsiCo is taking a trial-and-error approach to metaverse campaigns due to the platform's quickly evolving nature, knowing its presence is key, said Todd Kaplan, chief marketing officer for Pepsi. "As consumers change where they spend their time, you need to follow suit and connect the dots," said Kaplan, adding a nonfungible token campaign launched earlier this year produced $10 million in secondary sales.

Full Story: Adweek (5/26)

Tips for LinkedIn messages that inspire action

LinkedIn messages need to transcend standard social media greetings to spark action, writes Josh Steimle, author of "60 Days to LinkedIn Mastery." Steimle details five things that improve messages, including customization, limited length and an introduction that offers opportunity.

Full Story: Entrepreneur (5/26)

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Marketer Moments

Gut, Call of Duty invite players to join "Veteruns"

(Call of Duty/Twitter)

Gut Los Angeles created a Memorial Day campaign for Call of Duty, which features a "Veteruns" event inside Call of Duty: Warzone Pacific that invites players to take part in a virtual 100 km run to win prizes and make a contribution toward the company's $1 million donation to its Call of Duty Endowment veterans employment fund. Players can tweet the brand using #CODVeteruns100k and their Activision ID to receive stats about their run and how much money they raised.

Full Story: Ad Age (tiered subscription model) (5/27)

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Platform News

Stories avatar reactions being tested on Instagram

Some Instagram users have the option of creating an avatar that reacts to Stories using custom sticker responses, Pururaj Dutta reports. The move enables Instagram parent Meta to make avatars more customizable and engaging, and expand its user base beyond non-virtual reality users, suggests Social Media Today's Andrew Hutchinson.

Full Story: Social Media Today (5/30)

Google advances Privacy Sandbox trials

Google reports half of the group of developers who are participating in its Privacy Sandbox trials are eligible to test related tools, such as Attribution Reporting API and Fledge. Google plans to split the testers into control and experimental groups, but sources say they're running into some bugs that made at least one of the programs unavailable, which hampers the time some publishers can test.

Full Story: Adweek (5/27)

Twitter Circle expands
Android Police (5/28)

Measurement Matters

Report: A look at Facebook's largest US ad groups

(Ted Aljibe/Getty Images)

The government and political category easily took the top US spot among Facebook advertising groups, spending more than $517 million on over 1.6 million ads since 2018, according to Sortlist research. Social media firms captured the second spot with more than $99 million in ad expenditures for cross-platform promotions, followed by advocacy groups, financial firms and energy companies rounding out the top five.

Full Story: MediaPost Communications (free registration) (5/27)

Social Shareable

TikTok falls in love with Teddy the golden retriever

(AGuyandAGolden/TikTok)

A TikTok video titled "Things to expect with a golden retriever" has attracted 3.8 million views and more than 767,000 likes. The humorous clip shows a dog named Teddy showcasing the breed's personality by ignoring personal space, shedding hair everywhere, getting muddy and wet, and giving lots and lots of cuddles.

Full Story: Newsweek (tiered subscription model) (5/31)

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.

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.