Have 10-Minute Reels Missed Their Moment?
It’s Labor Day weekend and the official platform updates are brief. I hope this is a sign everyone is OOTO for some serious R&R— especially the Threads team that worked through the July 4th holiday!
Congrats to For All Things Digital’s Adebukola Ajao for winning last week’s book giveaway!
I bought so many books on the list, what would a marketing book club look like? Do you have ideas or suggestions? Let me know!
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?? Meta Updates?
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?? Lintree Update
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The fatigue average people feel when it comes to posting on Instagram has pushed more users toward private posting and closed groups, wrote Insider's Sydney Bradley and Amanda Perelli . Features like Close Friends and the rise of group chats give people a safer place to share memes, gossip with friends, and even meet new people.?
This is a great examination of people’s attention shifting from social Feeds to more intimate online spaces — whether that's Stories, DMs or group chats or entirely new apps. The move is probably healthier for all of us but these private conversations will pose a real challenge to marketers.
I was grateful to be included in the Insider piece and also wrote about this myself recently — The real FYP is what you send in group chats. I’ve also seen other marketers prioritize for shareable content: “Our barometer has always been ‘is it good enough for the gc [group chat]?’” Micah Kulish , the 100 Thieves head of social, tweeted at me this week.
The answer for brands chasing eyeballs will probably be a mix of evolving solutions:?
I asked about the challenge on LinkedIn and Haven’s Kitchen senior brand manager Madison Kennedy responded, pointing out that digital-only doesn’t cut it anymore — brand experiences need to be immersive or physical. “Folks want something they can hold onto, keep, and remember,” wrote Madison.
If you’re looking for inspiration, here are some of the IRL experiences that got on our radars this summer:?
领英推荐
The Selena Gomez wrapped in a beach blanket meme and its backstory about the small business seeing blanket sales explode is so sweet but… you can’t use a celebrity likeness to sell your product (especially as part of paid ads!) without obtaining permission.
Go ahead and enjoy this Marketing Brew piece on how the company is capitalizing on the meme but please talk to legal before considering using any celebrity images in association with your brand! In the meantime, you can read entertainment lawyer Robert Freund’s advice about publicity rights.
There have been more than 6 billion views of GRWM (get ready with me) videos on YouTube this year. And while the format might now be equally popular across TikTok and Instagram, Google’s video platform wants to remind everyone they were their first with GRWM videos popping up back in the 2010s. “We were just starting an entire era without even knowing it,” said creator Bailey Sarian in a collab video with YouTube on the GRWM trend.?
Here are some of the key takeaways in this Business Insider piece based on an Insider Intelligence report breaking down time spent by US adults on social media:
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“The things that are tied to a positive experience [with brand deals] are things that are typical to the traditional workforce, like communication (i.e. communicating deadlines and expectations), creative freedom, and autonomy. And being paid on time. That’s a big deal.”
-Lindsey Lee Lugrin, creator-turned-founder of payment transparency platform FYPM speaking to The Leap as part of this Q&A: FYPM Pushes for More Influencer Pay Transparency With Expansion Plans
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We’re all influencers at work but BuzzFeed’s original creator network is a model of what companies should avoid! Jessica Phillips and I talked about corporate-backed personal branding and so much more on The Social Standard’s podcast.
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? ICYMI Tip ? Did you know if you hold the left side or the top right side of any TikTok video, it plays at twice the speed? Thanks for the tip Mallory!
Helping businesses navigate influencer marketing | 2x entrepreneur | Founder at The Social Standard | Top Voice in Influencer Marketing and Social Media
1 年Great to have you on the podcast, Lia Haberman! The Buzzfeed discussion was ??
Freelance: Brand Marketer, Culinary & Event Producer
1 年Nostalgia is in cc Ashly Brook Siandre you said it sister.
Co-founder @ Social Fresh, digital marketing agency and conference
1 年Meta "winning" on ad dollars is of course important to Meta as a business. And TikTok would love to get to their level of revenue. That's a decade away. But this is also, quietly, a big opportunity for brands. There is such a lack of competition on TikTok for businesses, on the organic side AND paid. Of course, most businesses are using the wrong creative on TikTok ads, so that's another story. And adding to the opportunity for those that can dial up creative that feels native to the platform.
Digital Marketing Consultant & Small Business Advocate | Providing small businesses with creative and cost efficient digital marketing services
1 年If your start the marketing book club, I’ll be the first to sign up ???? Thank you!