- May 21 2020
“Scrappy” ads are performing better than COVID-themed ones.
YouTube’s “scrappy” ads are performing better than COVID-themed ones. According to a YouTube executive, COVID-related ads didn’t “perform any better than regular ads on the site.” A trend of “here for you” during “unprecedented times” commercials featuring inspirational music and shots of empty streets emerged at the start of the pandemic, but didn’t have too much of an impact. Instead, spots with more “scrappy” production have performed “strongly” or “better” than most of the other ads—paving the way for a future where high-quality commercial shoots aren’t as necessary. (CNBC)
- May 19 2020
With TikTok at an all-time high and brands continuing to jump on board—where does it go from here?
With TikTok at an all-time high and brands continuing to jump on board—where does it go from here? During COVID, the app has become a breakout star, surpassing 2 billion downloads thanks to hashtag challenges and viral dances. While Chipotle and e.l.f Cosmetics took a chance on the app during its “puberty” phase, now brands like Procter & Gamble, Kellogg’s, Converse, and Crocs have been “intrigued” by how the app has created “relief during lockdown.” Because of the current boom, TikTok will likely see a wave of fresh content and new creators once the pandemic starts to ease. (Mobile Marketer, Digiday)
- May 11 2020
As TikTok continues its massive growth, it’s preparing for an ad war.
As TikTok continues its massive growth, it’s preparing for an ad war. We’re in the middle of the TikTok boom as the app and its stars are embraced by Hollywood (with many signing with major talent agencies) and, of course, brands. Currently, those brands can make their own profiles, buy display ads, or sponsor challenges—many of which have gone viral. But TikTok is ramping things up: The platform just introduced an AR brand effect ad format to directly compete with Snapchat’s lenses, allowing users to create videos with sponsored visual effects. They’ve also been testing an ad format that links marketers to specific influencers’ content with a “shop now” button. (Forbes, Mobile Marketer, THR)
- May 08 2020
As influencer marketing changes, brands are turning to micro influencers as super influencers struggle with relatability.
As influencer marketing changes, brands are turning to micro influencers as super influencers struggle with relatability. According to a report from Linqia, 77% of brands want to work with micro influencers (defined as “regular people” with between 5,000 to 100,000 followers)—and it seems like COVID has accelerated that trend. Zyper, which matches brands with social media users, has seen a 139% increase in “inbound leads” from fast-fashion, luxury, and sportswear retailers. Influencer agency Influential has seen a surge in campaigns focusing on “real people, real stories” during the pandemic, and reports that customers don’t want to hear about luxury influencers travel woes, but rather how influencers can relate to consumers. (WWD)
- May 05 2020
Influencer marketing has been seriously shaken up by COVID.
Influencer marketing has been seriously shaken up by COVID. Instagram’s paid influencer posts have seen a recent decline as the ad market continues to sputter. In the months since the pandemic started, the influencer marketing industry has gone through a whirlwind: partnerships severed due to budget cuts, some influencers have received backlash for fleeing their cities, and others have shifted their social content to focus on Coronavirus. However, breakout app TikTok is testing a different advertising format with a call-to-action (CTA) button that links marketers to influencers who post on the platform. The app will split the ad revenue with influencers, helping to support their creative efforts. (Mobile Marketer, Business Insider)
- May 04 2020
Brands are putting their logos on face masks.
Brands are putting their logos on face masks. As face coverings become more common and required in public, brands like the NFL, Universal Music Group, and fashion companies like Alice & Olivia, Madewell, and Banana Republic are creating branded masks as fun statement pieces to reach consumers. Disney is already selling out of pre-orders on their masks featuring characters from movies (including Baby Yoda) and will be donating $1 million from sales to charity. Many also hope more stylish and playful masks will help destigmatize them. As one executive explains, “The more we embrace this new normal, the more lives we’ll save.” (Ad Age, The Verge)
- Apr 30 2020
Spotify subscribers are up—and listening habits are changing.
Spotify subscribers are up—and listening habits are changing. According to the music streaming giant, active users have increased 31% reaching 286 million monthly. Audience listening through TVs and game consoles is up by over 50%, and with daily routines drastically altered, “every day looks like the weekend now.” But at the same time, ad revenue is down. However, they’ve amped up their brand collaborations by teaming up with Chiquita to put scannable Spotify codes on their blue stickers for customers to unlock music playlists and branded prizes. (The Verge, WSJ, Mobile Marketer)
- Apr 08 2020
Brands are pivoting to building communities online during the COVID-19 crisis.
Brands are pivoting to building communities online during the COVID-19 crisis. With consumers fueling the growth of digital services like Houseparty, Pokémon Go, and Facebook Groups during quarantine, brands are following their example and going “where fans are headed.” Chipotle’s virtual Zoom lunches are reportedly earning 500 million daily impressions, and Frito-Lay created an exclusive “invite-only” fan club for chip enthusiasts. YPulse’s special report on marketing during COVID found that over a quarter of 13-39-year-olds appreciate brands providing tools or virtual events to help them feel connected to others. (Marketing Dive, Adweek)
- Mar 27 2020
To drive Coronavirus donations, TikTok and Procter & Gamble teamed up for the distance dance challenge.
To drive Coronavirus donations, TikTok and Procter & Gamble teamed up for the distance dance challenge. The Gen Z-beloved app and P&G are partnering and using the platform’s biggest star, Hype House member Charli D’Amelio, to create and promote the “distance dance.” The new challenge serves as a fundraising campaign for organizations serving communities that have even heavily impacted by COVID-19. By using the #distancedance hashtag and tagging D’Amelio, the first 3 million videos will trigger P&G donations to Feeding America and Matthew 25: Ministries. Major donations are just one of the ways that brands are showing they care during the crisis. (Insider)
- Mar 20 2020
Disney has a strategy in place to redirect live sports advertisers amid cancellations.
Disney has a strategy in place to redirect live sports advertisers amid cancellations. As networks navigate fallout from ad sales due to sports cancellations, Disney is shifting live sports advertisers to other programming, including original shows on Freeform—and scrambling to find program replacements on ESPN for the next two months. According to the company, their entertainment brands have seen “increased audiences and engagement” on both traditional and digital platforms, including Hulu—which is no surprise: streamers are seeing some of the biggest boosts in use post-virus. Brands that had campaigns specifically tied to March Madness and other sporting events could encounter bigger challenges as they attempt to regroup. (Adweek)