Aaron Agius explains how marketers can incorporate immersive reality content in their social strategies by using tools and formats like Facebook's 360 for videos, its Spark AR Studio or Snap's Lens Studio. He provides a visual guide to creating interactive Facebook Canvas ads and recommends that immersive content is only used when it adds value to consumers.
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Adidas is fighting consumer influencer fatigue and giving a voice to some of its most loyal fans by developing its own brand ambassador program, which has grown from a small group posting on dark social sites to a global force. One initiative, a series of videos spotlighting street footballers from its network of microinfluencers, garnered 41 million views on YouTube, Facebook, Instagram and Twitter within two seasons.
Marketers should leverage the increasing popularity of TikTok if they're seeking to engage Generation Z, are invested in social as a key channel, prioritize video and measure social success by engagement and reach, Chris Adams writes. Focus on entertaining users on the platform, partner with established creators, engage with relevant niche audiences and be creative with branded hashtag challenges, Adams recommends.
JetBlue has teamed with VH1's "RuPaul's Drag Race" for Pride Month with a plane that will carry the permanent name, Shantay Blue Stay, in tribute to RuPaul's catchphrase from the show. The campaign from Viacom Velocity includes an in-flight video, also running across social, which features former show winners Trixie Mattel and Bob the Drag Queen as flight attendants on the plane.
Michelob ULTRA is enabling Instagram users to transform their Father's Day posts on the platform into real postcards that include a Drizly code so dads can order beer delivery. The campaign from Laundry Service and Cycle gives all Instagram users who post tributes using #ULTRADad the chance to take part.
LinkedIn has unveiled its new look via a branding site, which showcases the brand's revamped logo, custom Community typeface, new shapes and color palette. The rebranding, which has been in the works for two years, includes a new focus on authentic photography with documentary-type visuals showcasing real people in workplaces.
Facebook has agreed to settle a 2016 class-action complaint for an undisclosed amount brought by a group of marketers that charged the social platform inflated video view time metrics by as much as 900%, which led them to purchase ads based on inaccurate information. Facebook denies any claims that it knowingly inflated metrics, argues that ad rates were not impacted and established a "client measurement council" with Unilever, Nestle and other big brands to help figure out how to improve the system.
An Instagram account, @justaconstructionguy, created by a man called Omar in Austin, Texas, went viral and, before being outed as fake, garnered 366,000 followers due to his daughter seemingly challenging him to become an influencer on the platform. However, the account is actually a creative campaign from local coffee shop, Austin's Cuvee Coffee, in collaboration with agency Bandolier Media.
[T]he reach and impressions of niche content still does phenomenally well on TikTok compared to any other platform.
Chris Adams, CEO and founder of Hey Honey, writing for The Drum
Andy Sernovitz, Editor at Large
Andy Sernovitz builds organizations that help people help each other. His company,
GasPedal, builds peer-to-peer communities for people leading meaningful change at the world’s biggest companies, including
SocialMedia.org/Health. He wrote the best-selling book Word of Mouth Marketing that teaches you how to earn the respect and recommendation of your customers.