Instagram gives advertisers more say in branded content | Infographic: 2021's key graphic design trends | Report: A look at how holiday ad themes sway consumers
November 23, 2020
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The Big Story
Instagram gives advertisers more say in branded content
(Instagram)
Instagram is rolling out a series of options that give marketers more control over branded content, including being able to add product tags to approved branded influencer posts. "Branded content is a powerful tool for creators and businesses, and these updates will help them get more out of the content they're creating together," says Instagram Chief Operating Officer Justin Osofsky.
Full Story: Ad Age (tiered subscription model) (11/20),  Adweek (tiered subscription model) (11/20) 
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Connecting & Collaborating
This infographic from 99 Designs displays 11 graphic design trends marketers should be aware of for 2021. The trends include abstract psychedelia, symbol revival, retro futurism, authentic representation and seamless surrealism.
Full Story: Social Media Today (11/22) 
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Some brands are addressing today's realities in holiday promotions with 32% integrating COVID-19 themes, with less than 10% including mask-wearing, but both references to the pandemic don't dramatically sway viewers, according to Ace Metrix research. Etsy's "Nana" campaign, which tapped into sentimentality, scored well for likability and relevance, while Dick's Sporting Goods' "Night at the Distribution Center" animation ad proved a successful shift for overcoming production challenges and stood out for its creativity, Ace reported.
Full Story: Marketing Dive (11/19),  Ad Age (tiered subscription model) (11/20) 
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Some 61% of business-to-business buyers say relevant content spurs them to take action but the tactic doesn't factor in the top three strategies of B2B marketers, according to an Uberflip study. In addition, the top three preferred content formats of buyers are user reviews, product tours and video, yet marketers favor white papers and e-books.
Full Story: MediaPost Communications (11/20) 
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NFL action is as exciting as ever. So, how are fans adjusting their game days? And what's in it for marketers? Read the latest Twitter Conversation Report to learn what brands need to know.
 
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How Burger King won the conversation on Twitter
Burger King's launch of its #CowsMenu sustainability campaign was a huge hit on Twitter, where 55% of people look to buy from companies that are environmentally responsible. See how the fast food giant's uniquely creative campaign got people talking and drove a 5X increase in brand mentions.
 
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Marketer Moments
Bacardi invites fans to star in "Conga" music video
(Bacardi)
Bacardi is inviting people to submit videos of themselves dancing or singing for a chance to be featured in the official music video for a remixed version of Miami Sound Machine's "Conga" from rapper Meek Mill, singer Leslie Grace and producer Boi-1da. The music video will be released in the week before January's Grammy Awards and will run across TV, social and digital.
Full Story: Marketing Dive (11/20),  Campaign US (tiered subscription model) (11/20) 
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Platform News
Horizon Media clients will soon have special access to TikTok, including upcoming product updates and launches, testing opportunities and campaign and strategy assistance, per a new partnership between the agency and the social platform. "Our TikTok agency partnership extends beyond commercial rates with an emphasis on education, collaboration and bringing our clients' most creative executions to life," says Horizon Media's Alex Stone.
Full Story: MediaPost Communications (11/20) 
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Measurement Matters
A recent Smartly.io survey of retailers found that 76% plan to increase the amount they spend on Facebook advertising in 2021, while 44% are planning on boosting Twitter funds and 38% are looking toward Instagram and LinkedIn. Social media promotions take up 31% or more of marketing budgets for 74% of respondents.
Full Story: Mobile Marketer (11/20) 
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Social Shareable
A video of actor Jason Momoa surprising 7-year-old Danny Sheehan, who has brain cancer and went viral due to his reaction to receiving an "Aquaman" toy, has attracted more than 619,000 likes. The video shows Momoa calling Sheehan for a video chat, during which the pair talk about dolphins and the little boy shows off his "Aquaman" figurine.
Full Story: Variety online (11/23) 
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It's not a normal holiday season, so it seems a bit tone-deaf if you don't acknowledge that.
Tom Meyvis, professor of marketing at New York University's Leonard N. Stern School of Business, as quoted by Ad Age
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