September 10, 2021
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The Big Story
Chipotle enrolls its first TikTok "Creator Class"
(Chipotle Mexican Grill)
Chipotle Mexican Grill is working with 14 TikTok influencers to launch the "Chipotle Creator Class" and is running a contest for fans on the platform for the 15th spot. Members will meet with Chipotle up to three times a year to discuss promotion strategies, while being compensated for their time and having first dibs on paid TikTok campaigns.
Full Story: Restaurant Business (9/9),  Nation's Restaurant News (free registration) (9/9) 
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Prioritizing privacy, winning customers
Brands have the delicate task of considering consumer data privacy concerns while also delivering relevant content. They must proactively communicate a necessary value exchange for the collection and use of first-party data – or get left behind. In this on-demand webinar, industry experts discuss how to improve brand experiences by communicating effectively about privacy. Watch now
Connecting & Collaborating
Marketers that are excelling on Twitter have found the key to success is avoiding sales approaches and instead promoting brand love by speaking directly to their biggest fans and having fun, writes Arik Hanson. Examples of brands nailing organic Twitter marketing include John Deere's adding a bit of wit to and sharing a user-generated visual and Microsoft's use of creative text-based conversations.
Full Story: ACH Communications (Arik Hanson) (9/8) 
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The Forbes Agency Council provided tips on creative TikTok marketing strategies for the upcoming holiday season, with FlexMR's Chris Martin extolling the value of augmented reality for "creating unique, memorable moments." Other experts suggested running challenges or livestreams with holiday themes, offering prizes for user-generated content and encouraging influencers to post wrapping videos.
Full Story: Forbes (tiered subscription model) (9/9) 
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With the effect of the COVID-19 pandemic on marketing, influencers have had to adjust their approach. Appnova's Sabrina Sedicot looks at new do's and don'ts for influencers and advises them to "continuously engage with their audience, create connections with brands even without any business success, and keep up with research on relevant topics to discuss while avoiding any bit of negativity at all costs."
Full Story: Business 2 Community (9/9) 
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Marketer Moments
Lowe's wants you to join its "Home Team"
(Lowe's Home Improvement/YouTube)
Lowe's again is kicking off the NFL season with a community service initiative, which features retired quarterback Drew Brees and encourages fans to improve their community through renovation-related projects. The push, which includes a various spots created by Deutsch L.A., includes regular DIY challenges throughout the football season and a dedicated site where fans can upload their project information and join the Lowe's "Home Team."
Full Story: The Drum (free registration) (9/9) 
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Even in its beta-testing form, YouTube Shorts is seeing success as a strong competitor against TikTok and Instagram reels in over 100 countries. The new platform -- which allows users to create 60-second or shorter videos -- can be leveraged by brands in most industries and could allow short-form creators to see a bigger reach.
Full Story: HubSpot (9/8) 
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Manufacturers that want to reach younger workers should use social media, in particular TikTok and Instagram, to highlight the work they're doing and why it's an attractive profession, says Nicole Wolter, president of HM Manufacturing. "We must start showing our plant floor whether it's robots, automation and our younger generation at work," Wolter says.
Full Story: Modern Machine Shop online (9/7) 
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Featured Content
Sponsored content from Expedia Group Media Solutions
Travel Recovery Trend Report Q2: The Recovery Continues
In the first quarter of 2021, we saw a number of positive signs for the travel industry as it started to emerge from the pandemic. The second quarter of the year saw further encouraging trends—including strong global search growth, rising international searches, and lengthening search windows—which give more cause for optimism. Explore these current trends, and more, in this snapshot of key findings taken from our latest Travel Recovery Trend Report.
Platform News
Social Shareable
The Instagram-worthy photos of "flying dresses" began on the Greek island of Santorini, but have now become a popular photo to take at tourist spots around the world. Photographers have even begun offering specific "flying dress" photo packages where they provide the dress, hair, makeup and styling along with the photos.
Full Story: CNN (9/9) 
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The Chipotle Creator Class is an entirely new approach to influencer relationships that focuses on rewarding, thanking and empowering our biggest fans.
Chris Brandt, Chipotle Mexican Grill chief marketing officer, as quoted by Restaurant Business
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