An Ignoble Experiment: Empathy trumps fear as copywriting evolves

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

July 1, 2022

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The Big Story

TikTok biggest beneficiary as US adults shift social time

US adults will spend a daily average of 75 minutes on social media this year -- up from 59 minutes in 2019 -- with that level remaining steady during the next few years, eMarketer estimates. TikTok will see the biggest gain in adults' social media time, up from 4.5% in 2019 to 16.7% this year, and Facebook will see the biggest drop, while still remaining the dominant platform.

Full Story: eMarketer (6/30)

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Connecting & Collaborating

Empathy trumps fear as copywriting evolves

(Pixabay)

Copywriting is adapting to the behavioral and emotional shifts of the past two years to focus less on fear and more on aspects like empathy, write copywriter and small-business podcaster Ray Edwards and Social Media Examiner's Michael Stelzner. They share details of Edwards' PASTOR writing framework, which is designed to "shepherd [readers] toward positive decisions that will benefit them."

Full Story: Social Media Examiner (6/30)

Holograms begin emerging as viable new media format

Emerging hardware and software from firms such as Looking Glass Factory are making it possible to morph 3D objects into holograms. Brands are beginning to embrace the technologies with recent events at the Cannes Lions festival and the Louis Vuitton and Nike "Dream Now" exhibition in Brooklyn that featured roughly 50 sneaker holograms that consumers could rotate using gesture recognition technology.

Full Story: Forbes (tiered subscription model) (6/29)

	Report: Worldwide Ad Spending 2022 Worldwide ad spending growth will begin its long deceleration back to normalcy this year. However, regional and country-level results will differ considerably, as will the revenue increases for the world's largest digital ad publishers. What do these forecasts mean for marketers around the world? Get the report.

Marketer Moments

RPA unveils the Hondaverse within Fortnite on Twitch

SypherPK's first Twitch livestream in the Hondaverse. (SypherPK/Twitch)

RPA created a virtual Hondaverse experience within Fortnite on Twitch for Honda, which enables players to explore custom maps and a Parkour world with the 2023 Honda HR-V. Twitch creator SypherPK is touting the immersive experience via a three-episode livestream that will include challenges where players can compete to win prizes.

Full Story: Marketing Dive (6/30), MediaPost Communications (free registration) (6/30)

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Platform News

Meta prioritizes Reels, metaverse amid slowing growth

(Meta)

Meta is facing "fierce" headwinds and slowing growth due to challenges hampering its advertising business, said Chief Product Officer Chris Cox in an employee memo. The company is dealing with these "serious times" by reducing hiring plans, "monetizing Reels as quickly as possible," and prioritizing metaverse experiences, WhatsApp communities and artificial intelligence.

Full Story: The Verge (6/30), Engadget (7/1), Reuters (6/30)

NFT posts are coming to Facebook -- in a test

Facebook has given select US creators access to a tool to custom design nonfungible token posts, accompanied by a "digital collectibles" tag, and they can be showcased on their profile. It's also working on augmented reality NFT integration for Instagram Stories via Spark AR.

Full Story: TechCrunch (tiered subscription model) (6/30), Social Media Today (6/30)

Twitter enables permanent Spaces recordings, session lists
Social Media Today (6/30)

Instagram test turns video posts into Reels
TechCrunch (tiered subscription model) (6/30)

Measurement Matters

Mobile marketers increase 2022 acquisition budgets

Budgets for user acquisition are going up for 72% of mobile managers in a recent Zoomd and Adjust report. Facebook and Google are favorites, while TikTok outperformed other sources in the last quarter of 2021.

Full Story: MediaPost Communications (free registration) (6/30)

Social Shareable

This bike looks broken, but wait until it rolls

$This bike looks broken, but wait until it rolls$

(The Q/YouTube)

When you see the bicycle The Q engineer Sergii Gordieiev has invented, you might think it's broken or won't work, since the back tire consists of two halves of one tire. Gordieiev produced a video on how he created the bike and what it looks like in motion, which has attracted more than 33 million YouTube views in the last week.

Full Story: My Modern Metropolis (6/30), Laughing Squid (6/27)