October 27, 2021
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The Big Story
Jackie Gagne, senior vice president of multicultural marketing for HBO Max and HBO, talks about the company's award-winning content marketing, including its "Power of Visibility" content to spotlight behind-the-scenes talent and its audience-first approach. "Audience-led or audience-first means we prioritize the audience in all of our work," Gagne says, adding, "It's the difference between reaching an audience and touching them."
Full Story: Content Marketing Institute (10/27) 
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2021 Hispanic Market Report
Get intelligence-driven insights for U.S. Hispanics to help you effectively define, target, engage and accurately measure ROI impact. Download Report.
Connecting & Collaborating
Digital marketers play short game with content
Leading fashion brands are trying to appear new and fresh, attract youthful audiences and save money by forgoing evergreen social media and paid content in favor of short-lived content that can disappear in as little as 24 hours, according to industry experts. "When you look at how often retailers change their physical store windows, it makes sense to change social media content frequently too," says Cody Eastmond, Science Magic's senior director of digital marketing.
Full Story: Vogue Business (10/25) 
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Marketers can boost engagement with their social media communities by replying to users' comments about their content and by posting more videos, particularly livestreams, Emily Heaslip writes. Share content from users that mentions your brand and create a buzz with social contests and giveaways are two other suggestions Heaslip offers.
Full Story: CO— (US Chamber of Commerce) (10/26) 
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Engaging with creators, scaling creator marketing
Creators can represent products and services to audiences beyond brand-owned media, most often with a wider and deeper reach than owned channels. In this November 4th session, Deloitte Digital will discuss how businesses use creators and influencers and the impact of finding the right creators who align with your brand values. Register today
Marketer Moments
Mattel, Attn give Barbie a TikTok account
Mattel, with Attn, created a TikTok account for Barbie, for which "she'll be treated like a creator participating in trends," says Attn's Taryn Crouthers. The doll is popular on the platform, with #Barbie attracting more than 13 billion views; Mattel is also creating a TikTok account for Uno, which will show creators and celebrities playing the card game.
Full Story: Ad Age (tiered subscription model) (10/26) 
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Platform News
LinkedIn boosts engagement, ad sales
LinkedIn engagement reached record levels, user sessions were up 19% and ad sales rose 42% during the third quarter (compared with Q3 2020) amid growing demand and an expanding job market, according to parent Microsoft. The social platform is betting future growth on more advertising tools, digital events and creator tools and creator funding initiatives.
Full Story: Social Media Today (10/27),  GeekWire (10/26) 
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Twitter recorded a 51% increase in ad sales for the third quarter and reached an active user base of 211 million, with none of the 5 million new sign-ups coming from within North America, the company revealed during its Analyst Day presentation. An official statement added that greater privacy restrictions from Apple are unlikely to hurt ad sales going forward, and Chief Financial Officer Ned Segal thinks supply chain concerns will be mild because most ads on Twitter are "for services and digital goods."
Full Story: Social Media Today (10/26),  BNN Bloomberg (Canada) (10/26),  Deadline Hollywood (10/26) 
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Alphabet recorded $65.12 billion in revenue for the third quarter, its highest bump in more than 10 years, driven in part by Google's 43% increase in digital ads to total $53.12 billion. Chief Financial Officer Ruth Porat says Apple's privacy changes had a "modest effect" on YouTube revenue, which also was up 43% to total $7.21 billion.
Full Story: MediaPost Communications (free registration) (10/26),  BNN Bloomberg (Canada) (10/26),  Deadline Hollywood (10/26),  The Wall Street Journal (10/26) 
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Measurement Matters
Creatopy ran the same ad campaign on Instagram Reels and TikTok, targeting those from 25 to 44 years old, with Reels delivering a reach of 389,298, compared with TikTok's 199,477. The ad on Reels also was less expensive and delivered more clicks than TikTok. However, one reason for the difference is that the user base for TikTok skews younger than Instagram.
Full Story: MediaPost Communications (free registration) (10/26) 
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Social Shareable
Spanx surprises every employee with first-class trip
(Sara Blakely/Instagram)
Spanx CEO and founder Sara Blakely celebrated the company's $1.2 billion sale to Blackstone by giving each employee two first-class tickets to anywhere around the world with spending money of $10,000. Blakely announced the surprise gift in an emotional Instagram video, which has attracted more than 1 million views, and shows the founder talking about the importance of giving opportunities to female entrepreneurs and the delighted reactions of employees.
Full Story: CNN (10/27),  National Public Radio (10/26) 
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Since the rise of Instagram Stories, brands are having to act more like individuals.
Cody Eastmond, senior director of digital marketing at Science Magic, as quoted by Vogue Business
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