April 21, 2021
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The Big Story
The ins and outs of Discord
(Discord)
Discord's monthly active user base has grown to 140 million individuals who participate in communities focused on everything from gaming and coding to cars, beauty, fashion and music. The platform hasn't yet launched dedicated ad tools but is enticing brands with a customizable interface, a partner program and newer resources, including a Moderator Academy and transparency reports.
Full Story: Campaign US (tiered subscription model) (4/20) 
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Connecting & Collaborating
Linqia's survey of 163 marketers revealed that 71% of respondents plan to increase their influencer budgets for 2021 with 90% intending to put more emphasis on microinfluencers compared with 80% last year. Most brands favored using 5 to 10 influencers for each campaign and favor Instagram, but TikTok will see the biggest growth this year, per the report.
Full Story: Social Media Today (4/20) 
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Top email marketing trends to watch include the popularity of explainer or how-to videos, mobile-optimized design and protecting brand reputation by only messaging engaged prospects who have opted in, writes Attrock founder Gaurav Sharma. In addition, interactivity, personalization and integrating email campaigns with social media are important, Sharma advises.
Full Story: Adweek (4/20) 
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Australia-based fashion retailer Princess Polly has expanded to become a US powerhouse thanks in part to its early efforts on TikTok and an influencer team that forms relationships with ambassadors who collaborate with the brand, writes Mark Faithfull. Princess Polly is particularly popular with social media-savvy Generation Z females, and celebrities such as Ariana Grande have been seen wearing the brand's clothing.
Full Story: Forbes (tiered subscription model) (4/19) 
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Marketer Moments
Old Spice partnered with Snap to create seven augmented reality filters on Snapchat inspired by the seven characters epitomizing its "Wild Collection" deodorants. The campaign includes QR codes on in-store displays at retailers including Walmart, H-E-B and Meijer that enable users to virtually explore rooms for each Old Spice line via a unique portal lens.
Full Story: Adweek (4/20) 
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Platform News
Ad Bacon launched Audience Kitchen, a tool designed to help advertisers identify a broader selection of Facebook and Instagram audiences than those typically uncovered via Facebook Ads Manager. Ad Bacon CEO Ty Martin called the tool, which integrates both Ad Bacon's recommendation algorithm and the Facebook API, "a better mousetrap to uncover audience targeting for Facebook and Instagram."
Full Story: AdExchanger (tiered subscription model) (4/20) 
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Measurement Matters
The World Federation of Advertisers' Global Alliance for Responsible Media released a brand safety report based on content tracking across Facebook, Instagram, Pinterest, Snap, TikTok, Twitter and YouTube. The research found more than 80% of 3.3 billion content pieces removed from platforms fall into three categories -- spam, hate speech and acts of aggression, and explicit and adult content, and is viewed as an important step as social platforms try to overcome brand safety criticisms.
Full Story: Campaign Asia (free registration) (4/20),  Ad Age (tiered subscription model) (4/20) 
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Social Shareable
A video posted by runner Evan Matthews of his encounter with a bear in Grand Teton National Park, Wyo., has gone viral. The clip shows the bear following the Matthews for a while as he keeps up a steady line of chat to deter it, including shouting, "Hey -- no! I don't care if you're hungry. I'm not your food."
Full Story: The Guardian (London) (free registration) (4/21),  New York Post (4/20) 
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Imagine if Slack, Reddit, and Zoom had a baby. It'd look something like Discord.
Nathan Young, head of strategy at Deloitte Digital, as quoted by Campaign US
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