HM DL: July 22, 2022: BeReal App; Customer Data Platforms; Boosting Reels
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Chipotle Gets Candid With The Anti-Filter Social Media App BeReal
Fast-casual Mexican chain Chipotle is one of a growing number of brands joining BeReal, a new anti-filter, an anti-influencer social media platform designed to promote authenticity online.
The DL:?Chipotle is taking advantage of the new social media platform BeReal, which was launched in 2020. BeReal had a slow start, but since the beginning of 2022, it has seen a 315% increase in downloads. This platform promises to have a different kind of social media experience with no filters, edits, curation, or likes. Every day at a random time, BeReal will send a notification inviting the user to take a picture within the span of 2 minutes and you are unable to see others' posts until you have posted. Chipotle was one of the first brands to market on this platform by posting a picture of a Chipotle bag with a promo code written on it. The promo code, “Forreal” offered a free entrée to the first 100 people that used it. Now the question is, are more companies going to follow in Chipotle's footsteps and start using BeReal as a marketing platform?
Customer Data Platforms (CDP): What You Need To Know
If you’ve recently heard a lot of talk about a customer data platforms (CDPs) and they can help companies better understand and act on data, you’re not alone.?
The DL:?A customer data platform is a marketer-managed technology that unifies disparate online and offline data sources to create a single customer view. Two major benefits are that CDPs break down data silos and help go-to-market teams create a better, more personalized customer experience. With the rise in privacy concerns, CDPs give organizations the ability to quickly recall and delete certain data if requested. Rolling out a CDP is a long-term investment and to ensure success it’s recommended that you have executive team buy-in, a designated owner of CDP implementation, and at least one use case in mind to start seeing immediate value.
Instagram Adds New ‘Boost’ Promotion Option For Reels Clips
As it continues to double-, and triple-down on short-form video, Instagram will now enable brands to amplify their Reels clips, via a?new ‘Boost’ promotion option?built into the format.
The DL:?Instagram Reels launched in August 2020, during the time that TikTok was rapidly growing worldwide. Over the past two years, posting Reels on Instagram became the fastest way for most users to grow. Until recently, when Instagram for Business revealed that businesses can now boost their reels if they meet certain requirements; it must be less than 60 seconds, must be full screen vertical, it cannot have copyrighted music, gifs, interactive stickers, face/camera filters, and the Reel must not be shared to Facebook. This feature is great for businesses that have been or want to create reels to reach new and potential customers/clients.?
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What To Expect From Netflix’s Ad-Supported Tier
Netflix aims to launch an ad-supported tier in early 2023.
The DL:?While Netflix has previously announced that they are launching an ad-supported tier in early 2023, they have recently made more announcements of what users should expect when this new subscription option launches. Co-CEO, Ted Sarandos has said that “certainly not all” of Netflix’s library would be available for the lower-priced option. Netflix has also recently announced that Microsoft will be their exclusive ad-tech and sales partner. This came as a surprise to many, but Netflix has expressed its confidence in Microsoft’s ability to focus on data privacy and a “shared ambition to create a new advertising model for premium connected TV”. Netflix has also said that many brands and advertisers have long-awaited the day that could put their messaging out on Netflix. But the company also admitted that they “don’t expect the introduction of ads to change the business overnight”.?
Instagram Launches Initial Test of New ‘Creator Marketplace’ Influencer Discovery Platform
It’s been?in development for some time, and today, Instagram has launched an?initial test of its Creator Marketplace?for?Instagram specifically.
The DL:?Instagram’s Creator Marketplace will now allow advertisers to search for potential creators to partner with on campaigns! Brands will be able to filter based on gender, age, interests, country, and city; see creators who have expressed interest in working with them, have tagged them, or follow them; see similar creators to those they've already found through the filters, and add creators to saved lists.
Within the Creator Marketplace, brands will be able to manage the whole campaign process, including details like desired deliverables, payment, and other information. "Any messages brands send creators will land in a newly created Partnerships Messages inbox. Creators can respond to brands and coordinate with them directly within the Instagram app.”
This Marketplace is currently only available on an invite-only basis with brands within the US, but signups are coming soon!
Around?The Town...
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