February 22, 2021
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The Big Story
Clubhouse has launched an influencer program to help its most popular "moderators" hone their craft, and brand and agency executives talk about how influencer strategies might be received on the audio-based app. "[A]n advertiser can view a particular room as a very dedicated audience ripe for ads and brand activations released to the room's subject matter, knowing that everyone in the room has a vested interest in the topic," says Markerly's Justin Kline.
Full Story: Digiday (tiered subscription model) (2/22) 
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Connecting & Collaborating
Marketers should create a content ecosystem instead of relying on ad-hoc tactics in order to boost reach, offer a seamless customer experience and engage with prospects in relevant moments, Jonathan Crowl writes. Crowl provides visuals explaining four types of ecosystems -- thought leadership, search, lead generation and e-commerce.
Full Story: The Content Standard (2/19) 
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This infographic from Grazitti Interactive displays nine tips to help marketers create content that's optimized for search. Advice includes how to conduct keyword research, identify keyword search intent, structure content and optimize titles and headers.
Full Story: MarketingProfs (free registration) (2/18) 
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Marketers are taking promotions to new heights as the pandemic has reduced in-person events and product kickoffs. Elaborate giveaways and loads of product shipped to influencers -- as well as journalists -- can bring impressions, but data needs to be scrutinized for "real world" return on investment, says experiential marketer Coltrane Curtis of Team Epiphany.
Full Story: Ad Age (tiered subscription model) (2/19) 
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Marketer Moments
Chevrolet has launched a TikTok channel and teamed with country-trap musician Breland on a revamped version of his hit "My Truck" that features the Chevy Trucks lineup in new lyrics and the Silverado in the accompanying video. The automaker intends to "leverage this early-adopter status to establish authentic connections with a younger demographic," says Silverado's Jennifer Hoffman.
Full Story: MediaPost Communications (free registration) (2/19) 
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Platform News
Taking its ProFinder freelancer tool a step further, LinkedIn is developing Marketplace, which will allow LinkedIn to not just connect freelancers to jobs but to manage and pay workers, similar to Upwork and Fiverr. The move could boost activity on the platform and advertising potential.
Full Story: Social Media Today/The Information (2/19) 
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Measurement Matters
Infographic: Social video habits of Gen Z, millennials
The pandemic spurred 61% of Generation Z and millennials to watch more videos via social media, with 76% of that time spent on Facebook watching video, followed by 69% on Snapchat and 65% on Instagram according to a study by Omnicom Media Group and Snap Inc. The research shows the demographics are highly immersed in social media video, even when it's advertising, and they turn to video on Facebook and Instagram for entertainment, YouTube for discovery, Instagram for inspiration, and Snapchat and TikTok to lift their mood.
Full Story: Adweek (2/21) 
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Social Shareable
A video tweeted by Pat Brennan that shows the alternative ending to 1997 blockbuster "Titanic" has attracted 1.3 million views and a bit of mockery from fans of the movie. "This ending would have been the iceberg that would have sunk 'Titanic' the movie," one fan tweeted.
Full Story: India Today (2/22) 
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Diverse, strategic content creation greases the wheels for customers, making it easier to engage with your brand and reach the end of the buyer's journey.
Jonathan Crowl, writing for The Content Standard
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