There's been a 20% to 30% rise in the number of requests for holiday campaigns featuring influencers from a wider variety of brands this year, report influencer agency executives. "Now that professional production studios aren't reliable -- due to safety measures -- influencers are the go-to," says Kristy Sammis, founder of Clever and executive director of the Influencer Marketing Association.
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Instagram guides, which rolled out in November, are like catalogs of curated content that can include product information, behind-the-scenes peeks, team insights or educational resources. This article explains how to set up, format, publish and promote the guides.
Research by TheSoul Publishing indicates 69% of consumers spend 30 minutes to three hours daily watching videos lasting less than 10 minutes with a focus on feel-good content such as DIY projects, cooking, comedy and crafting. The trend toward these types of videos is driven by a need for consumers to escape and to improve their overall well-being, the company reports.
Gucci Beauty, with Snapchat, created an augmented reality portal lens that immerses users in the world of its new Gucci Bloom Profumo di Fiori fragrance and challenges them to find hidden Bloom fragrances and extras within a garden maze. The lens features a link to the brand's site for users to shop the new scent.
Reddit has revealed its audience size for the first time, reporting 52 million daily active users in October, a 44% year-over-year increase, and officials say the social platform expects to boost ad revenue 70% this year. While Reddit's numbers are still overshadowed by competitors such as Facebook and Twitter, it's working to entice brands by launching ad sales in international markets, beefing up its sales force and touting brand safety, says Chief Operating Officer Jen Wong.
GroupM predicts US advertisers will spend $110.1 billion on digital ads during 2020 and, for the first time, account for more than half of total ad spending, which it projects to reach $214.6 billion. GroupM global CEO Christian Juhl says, "The biggest beneficiaries are Google, Facebook and Amazon. They have done a good job of showing ad performance -- and when they show performance marketers shift dollars."
Brands are having fun on Twitter with memes about the mysterious metal monolith that appeared in the Utah desert. McDonald's transformed the object into a drive-thru kiosk, The Home Depot replaced it with its viral giant skeleton and Burger King turned it into a tower of nuggets.