April 22, 2021
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The Big Story
Clubmarket helps brands monetize Clubhouse efforts
Clubmarket has launched as a third-party app that helps brands make financial handshakes with influencers for Clubhouse branded rooms, shoutouts, co-hosting and other activations. The app plans to roll out additional features, including a digital marketplace with "profiles, payment, booking and everything you would expect in a marketplace."
Full Story: Digiday (tiered subscription model) (4/22) 
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Connecting & Collaborating
Positive customer reviews go a long way in enhancing "brand authority, social proof and trust with your customers and prospects" and can be maximized with integration into email campaigns, websites, blog posts, podcasts and other marketing efforts, writes digital marketing expert Joanne Camarce. "Automate the process as much as possible, focus on authenticity, gather a variety of reviews, and get creative when repurposing testimonials for marketing channels," Camarce writes.
Full Story: Business 2 Community (4/19) 
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The largest slice, at 20%, of digital ad budgets is now taken up by native options such as influencers and paid branded content, surpassing display, paid social, video and other formats, according to an Advertiser Perceptions study. In addition, ad executives say e-commerce and connected and over-the-top TV are the most important formats for 2021, followed by video, influencers and paid social.
Full Story: MediaPost Communications (free registration) (4/21) 
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Tips to fit Facebook ads into the budget
(Justin Sullivan/Getty Images)
A simple formula can determine how much to budget for Facebook ads, using revenue goals, conversions and landing-page views, digital marketing strategist Emily Hirsh writes. This guide also explains how to tweak the numbers to fit the budget.
Full Story: Social Media Examiner (4/21) 
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Marketer Moments
Crocs has transitioned its influencer strategy from big names, such as Drew Barrymore and Priyanka Chopra, to microinfluencers who have smaller but devoted followings. "We think about our influencer strategy as a rich tapestry of interests and affinities and geographies -- and we stitch it together like a quilt," says Crocs President Michelle Poole.
Full Story: Modern Retail (tiered subscription model) (4/22) 
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Platform News
Twitter helps brands stand out with Professional Profiles
Twitter is testing a Professional Profiles tool among a select group of US users that gives them the opportunity to include specific business-related information within their profiles such as an address and contact details. The social platform plans to roll out the tool in the near future to any person or group that uses Twitter for work.
Full Story: TechRadar (4/21),  Social Media Today (4/21) 
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Measurement Matters
Social media platforms present the biggest accessibility difficulties for people with any disability across four categories in a study by IPG Mediabrands Magna -- visual, hearing, speech and cognitive. "This audience is consuming a lot of content, so brands need to ensure they put in the work to make communications more accessible," says Magna Global's Kara Manatt.
Full Story: MediaPost Communications (free registration) (4/21) 
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Social Shareable
Designer Amber Share has created humorous posters for every national park based on bad online reviews that describe those places with comments such as "Phone signal is impossible," "Dunes are not that high," or "Fleeting glimpse of one bear." Share says she hopes the posters, shared via an Instagram account with 344,000 followers, will "put a positive, fun spin on such a negative mindset."
Full Story: My Modern Metropolis (4/20) 
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Joanne Camarce, writing for Business 2 Community
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