April 29, 2021
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SmartBrief on Social Business
The Big Story
Organizations can get the most out of social media by focusing on community, content, curation, creation, connection, conversation and conversion, Matthew Royse writes. "You can't attract an audience on social media if you don't know who you are and what your objectives are," Royse writes.
Full Story: PR Daily (4/26) 
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There's more to business than the business you're in
Like the business of driving innovation with AI or engineering cloud. That's where Deloitte comes in, we bring the right combination of technology and talent to help advance and connect what it takes to excel in business today... to the business you're in. Learn more
Connecting & Collaborating
Some 60% of videos created by businesses are less than two minutes long and 58% of viewers, on average, will finish watching them if they're less than 60 seconds, while about 24% will watch videos longer than 20 minutes to completion, according to a Vidyard and Demand Metric report. The most popular video types are product demos, how-tos and explainers, and the top distribution channels are social media, websites and YouTube.
Full Story: MarketingProfs (free registration) (4/28) 
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How to build TikTok ads without the app
TikTok has introduced a desktop video editor, allowing users with Ads Manager accounts to create videos without the mobile app. This guide discusses how to set up an Ads Manager account and build a campaign with music and text overlay.
Full Story: Social Media Examiner (4/26) 
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Eyal Katz explains why social media data is so important for the business-to-business funnel. Katz describes how to effectively use social media analytics for lead generation, segmentation and nurturing, and for perfecting content.
Full Story: HubSpot (4/28) 
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Webinar: How To Bring New Advertisers to Television Advertising
Meeting potential customers where they are is more important than ever, especially in television advertising where customers want to feel like they are having a more personalized experience. Join industry experts on as they explore challenges, opportunities, programmatic TV trends, and more. Watch on-demand.
Marketer Moments
Deutsch L.A., Taco Bell give "Taco Moon" to the world
(Taco Bell)
Deutsch L.A. created Taco Bell's first global campaign, "I See a Taco," which is giving away free tacos on May 4, the start of the next lunar phase, when the world will see a half moon, or "Taco Moon." The push includes 15-second TV ads, supported by social and digital content, with PR handled by Edelman.
Full Story: Marketing Dive (4/28),  Ad Age (tiered subscription model) (4/28),  Adweek (4/28) 
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Platform News
TikTok now offers a lead generation ad tool, which enables brands to include calls to action, questions and profile images within in-stream ads and invite prospective customers to respond and provide contact information. Prospect data is stored on TikTok and can be downloaded into CRM systems and immediately activated.
Full Story: Social Media Today (4/28),  Mobile Marketing Magazine (4/28) 
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LinkedIn sees record-breaking engagement
LinkedIn realized record-breaking engagement with sessions increasing 29% year-over-year for the most recent quarter, while the social platform generated $3 billion in ad sales during the previous 12 months. LinkedIn now counts 756 million network members and also noted platform conversations increased 43% during the quarter and content sharing increased 29%.
Full Story: MediaPost Communications (free registration) (4/28),  Social Media Today (4/27),  CNBC (4/27) 
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Social Shareable
The hashtag #cheapestthing is trending on TikTok as users show off the lowest-priced items they've bought from luxury brands. Some influencers are turning the designer products into new items, like the user Steffie In The City, who looks to turn her $50 Prada key chain into a necklace.
Full Story: Glossy (tiered subscription model) (4/28) 
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Most social media strategies fail because they chase attention instead of earning it by speaking to people's needs, thoughts, fears, hopes and experiences.
Matthew Royse, writing for PR Daily
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