4 predictions for influencer holiday marketing | Social media chief on "pull content," social backlashes | 3 content formats you should be creating right now
August 13, 2020
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The Big Story
4 predictions for influencer holiday marketing
Sway Group CEO and founder Danielle Wiley offers four recommendations for social marketers looking to collaborate with influencers for the holiday season, including catering for a rise in DIY, crafts and a more nostalgic season due to the pandemic. She recommends using Pinterest to give users seasonal inspiration, predicts gift guides will be particularly popular and outlines influencer content ideas for specific industries.
Full Story: Forbes (8/13) 
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Connecting & Collaborating
Social media chief on "pull content," social backlashes
Hale (The Drum/YouTube)
Lisa Hale, head of social media at UK brand Specsavers, talks in this interview about building social audiences by conveying brand purpose with "pull content," how to choose the right platforms and how to cope with a social backlash. She also discusses her top social peeve and her favorite social campaign.
Full Story: The Drum (free registration) (8/13) 
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Gretchen Hoffman outlines three content formats marketers should be using right now to deliver valuable and relevant information to customers looking for authentic, helpful messaging from brands amid the pandemic. She recommends focusing on blogs, contributed articles from subject matter experts and white papers that convey evidence-based thought leadership.
Full Story: MarketingProfs (free registration) (8/11) 
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Marketer Moments
Hellmann's sponsors "Animal Crossing" video game
(Hellmann’s Canada)
Hellmann's Canada now sponsors Hellman's Island on Nintendo's "Animal Crossing: New Horizons" video game. From Aug. 17 to 22, players can earn points that will increase donations made by Hellmann's to Canadian food charity Second Harvest.
Full Story: Campaign US (tiered subscription model) (8/12) 
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Featured Content
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5 insights from the sports conversation on Twitter
With pro sports returning to empty stadiums, fans are turning to Twitter to cheer on their favorite squads and argue over who's the GOAT. This latest report looks at the numbers behind people's sports obsessions and how brands can take part in this major cultural moment. Learn more
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Platform News
Facebook expands hateful content classification
Facebook is removing 1,000 ad targeting selections that are underutilized or echo other options for marketers. The social platform also has expanded its banned racist and bigoted content classification to include negative Jewish stereotypes and blackface depictions.
Full Story: Social Media Today (8/12),  MediaPost Communications (8/12) 
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Measurement Matters
The vast majority of Black Generation Z social media users say the frequent depiction of racial violence they encounter online makes them upset, feel hopeless or otherwise causes some hurtful emotion, according to a study conducted by VSCO and JUV Consulting. Most want to see and celebrate joy more frequently online and many say social media needs more excitement and comfort.
Full Story: Forbes (8/12) 
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Social Shareable
Ketchum, Maytag go viral with The Holderness Family
(The Holderness Family/YouTube)
Maytag, with Ketchum, tapped viral video creators The Holderness Family for a "Mystery Stain" social video that attracted 1.5 million views in its first week on Facebook. The video is set to an original Holderness Family song about the washer's Extra Power Button, and Maytag's Allison Gillespie says, "We think we have a cheeky tone and this fits with that."
Full Story: MediaPost Communications (8/12) 
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Editor's Note
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Aspirational imagery and content will always serve consumer escapism needs, but audiences will likely demand more authenticity in influencer campaigns.
Danielle Wiley, founder and CEO of Sway Group, writing for Forbes
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