July 28, 2021
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The Big Story
Pinterest is now allowing UK and US creators with business accounts to make Idea Pins videos shoppable by tagging products, and plans to extend the program globally. Creators can also earn commissions on affiliate links, and those in the US, Canada and 17 other countries can test a beta tool that enables them to gain brand sponsors and make followers aware of those arrangements.
Full Story: The Drum (free registration) (7/27),  TechCrunch (tiered subscription model) (7/27),  MediaPost Communications (free registration) (7/27) 
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Sports insights to kick off the ‘21 season.
There are over 90 million sports fans on Snapchat in North America… they could fill the largest stadium in the world more than 580 times! These fans are more engaged than ever, and brands have an opportunity to make an impact like never before. Read the Report>
Connecting & Collaborating
McCormick finds success with influencer collaboration
Brown (Paul Archuleta/Getty Images)
McCormick & Co.'s foray into influencer-driven product development has proven successful, as a new seasoning brand it developed with TikTok vegan recipe influencer Tabitha Brown sold out in one hour this month, said Alia Kemet, vice president of creative and digital marketing. Future collaborations will take place as McCormick continues to lean into "cultural moments and the things that people are passionate about and connect them to our brand," added Kemet.
Full Story: Modern Retail (tiered subscription model) (7/27) 
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Tempesta Media CEO and founder Michael Marchese explains how marketers can amplify their content by turning employees into brand advocates with tactics such as behind-the-scenes videos, departmental social takeovers and live Q&As. "Employees have engaging stories to share and unique ideas to showcase their expertise," Marchese writes.
Full Story: MarketingProfs (free registration) (7/27) 
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Marketer Moments
Pizza Hut unveiled a limited-edition "Tastewear" collection, using its red roof, lamps and tablecloths as a theme, that features a tracksuit, slides, T-shirt and pepperoni necklace. Executive Lindsay Morgan says the idea came from social media activity following the brand's "Newstalgia" campaign with GSD&M earlier in 2021.
Full Story: Adweek (7/27),  Ad Age (tiered subscription model) (7/27),  Marketing Dive (7/27) 
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Featured Content
Sponsored content from Twitter
Five ways to connect with fans at the Summer Games.
With mentions up by 73%, people on Twitter are clearly excited about the Summer Games. But the pandemic provides additional challenges for brands trying to connect with these fans. Explore five insights into how you can prepare and activate during the Games.
How brands can participate in vaccine awareness.
As COVID-19 vaccines become more accessible, the challenge shifts to creating demand and adoption across communities. And new research shows brands have the chance to lead the way. Find out how your brand can help people become more informed by participating in this vital conversation.
Platform News
LinkedIn reaches ad revenue, engagement milestones
(Getty Images)
LinkedIn experienced a 97% increase in quarterly ad revenue for the fiscal fourth quarter to surpass the $1 billion mark for the first time, also reaching a $10 billion overall revenue milestone for the year, according to executives from parent company Microsoft. LinkedIn also reported record engagement following 30% growth in user sessions.
Full Story: Social Media Today (7/27),  GeekWire (7/27) 
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Google's 68% year-over-year growth in advertising revenue during the second quarter, as well as YouTube's 83.7% increase, were major factors in Alphabet's record 61.6% surge. Executives attributed ad growth to retail brands and highlighted the momentum of YouTube Shorts, which more than doubled its number of daily global views between March and the end of June.
Full Story: Reuters (7/27),  Variety (7/27),  TheWrap (7/27),  Deadline Hollywood (7/27) 
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Measurement Matters
Facebook plans to restrict targeted marketing to minors on its platform, Instagram and Messenger to factors such as location, age and gender, rather than activity, with the maximum age for the limits varying by country. Individuals under 16 years old will also have their Instagram accounts set private as the default option, and the platform's suggestion algorithms will no longer reveal those accounts to users flagged as suspicious.
Full Story: Ad Age (tiered subscription model)/Bloomberg (7/27),  The Hill (7/27),  The Wall Street Journal (7/27),  Reuters (7/27) 
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Social Shareable
Burberry tapped Adam Driver as the face of its new fragrance, Burberry Hero, and a spot with the actor transforming into a centaur went viral after its release on Tuesday.  Hero is the first fragrance developed by Riccardo Tisci for Burberry, and the music featured in the ad is "Two Weeks" from FKA Twigs.
Full Story: Page Six (7/28) 
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Having employees create and share content for your content marketing program is a powerful tool for connecting with your audience through authenticity and trust.
Michael Marchese, founder and CEO of Tempesta Media, writing for MarketingProfs
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