An Ignoble Experiment: How the NFL is winning fans on social

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

September 28, 2022

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The Big Story

How the NFL is winning fans on social

Ian Trombetta, who leads the NFL's social media, influence and content marketing, talks about how the league is prioritizing social media marketing to engage young fans and how engagement is rising across TikTok, Snapchat, Instagram and Twitter. "It's not just football highlights all the time, it's a diversification of content that we're pushing across the board, which is really important to our strategy as a whole," Trombetta says.

Full Story: Digiday (tiered subscription model) (9/28)

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Connecting & Collaborating

Report: Instagram's Reels gaining favor with brands

(Meta)

Nearly 50% of brands using Instagram posted at least one Reel during the second quarter, up from 30% in 2021 but the format still accounts for just 7.5% of brand content, per Emplifi research. While research indicates brands still predominantly use static images and videos, Emplifi found that median Reels interaction was nearly 40% higher compared to traditional videos.

Full Story: Social Media Today (9/27)

How to maximize Facebook Messenger marketing

Marketers can enhance their Facebook Messenger marketing efforts by ensuring timely responses, taking a "conversation-ready" approach to generating leads and using simple and direct messages, say Forbes Communications Council members. Other tips include adding Messenger pop-ups with simple offers of help and personalizing messages to peak interest.

Full Story: Forbes (tiered subscription model) (9/26)

6 ways to elevate your content marketing

(Pixabay)

Seth Richtsmeier describes six ways marketers can boost brand awareness through content, including how to take a strategic approach and the importance of choosing the right social platforms. Authenticity is key, Richtsmeier writes, advising marketers to post behind-the-scenes content, adopt user-generated content and use humor to drive connection.

Full Story: SmartBrief/Marketing (9/28)

Marketer Moments

Heinz urges vampires to go veggie with Tomato Blood

(Heinz/YouTube)

Heinz tapped TikTok influencer E.J. Marcus to star as Toby, a "280-year-old vegetarian vampire, influencer and Tomato Blood activist," who urges other vampires in a 90-second spot to replace their human blood diet with the limited-edition release of Heinz Tomato Blood ketchup. The ad is making its debut during AMC's "Interview With the Vampire" and will also run across the brand's social channels.

Full Story: Adweek (9/27)

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Platform News

Facebook works to enhance Messenger's Call Ads

Marketers using the Call Ads tool on Facebook Messenger can link their companies' websites, use conversion as an Ads Manager objective and optimize ads for calls lasting a minute. Facebook is also testing a call-return feature and the ability to make calls on social platforms.

Full Story: Adweek (9/28)

YouTube Shorts creators can now add voice-overs for iOS
TechCrunch (tiered subscription model) (9/27)

Facebook tests option for creators' subscriber-exclusive posts
Social Media Today (9/27)

Measurement Matters

Brands get serious about CCPA after Sephora settlement

Sephora's $1.2 million settlement for an alleged breach of the California Consumer Privacy Act, combined with letters sent by California Attorney General Rob Bonta have served as a wake-up call for brands that have been slow to comply with the state's regulations. Industry experts say brands have been reluctant to make necessary changes because they don't think the law applies to them or consider the risks minimal, among other reasons.

Full Story: The Wall Street Journal (9/27)

Social Shareable

Student's video draws attention to university's murals

(LexiKimble_/TikTok)

A TikTok posted by a student at Louisiana State University has gone viral for shining light on murals that were painted in the 1930s on the interior walls of a building with classrooms. In the post, student Alexia Kimble says the murals depict negative images of Black people picking cotton -- and sleeping on the job -- while the university has issued a statement saying the images reflect state history in certain industries and agriculture during the 1930s.

Full Story: The Advocate (Baton Rouge, La.) (9/26)

About the Editor

Mike Driehorst

(That's me on the left, with Callie)

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.