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Digital Download | 3.5.2021

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PAN Digital Team
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The weekly Digital Download is out. Get all the Marketing hot news, quick tips, and highlights you need to get you through the week, rolled up into a five-minute read.

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In the News

Hot Off the Press 

  • Netbase announces access to TikTok data
    • You now have the ability to identify and monitor the platform’s most popular influencers and the latest trends in music, #hashtags, and content creation. You can access TikTok data through a Certified topic, which is populated with top trending posts using popular #hashtags, trending posts across the “For You” page, and post metadata like author name and music tags.
  • The Case for Twitter Spaces
    • Twitter and Clubhouse are locked in a battle to dominate a new form of audio social networking that feels equal parts podcast, industry convention, and conference call. For the uninitiated, the format has people gather in virtual “rooms” where a convening moderator sets a topic and invites people to speak. No new form of social media has been as promising since Snapchat debuted Stories in 2013. And like Stories, there’s a case to be made that the primary beneficiary will not be the originator.

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  • 6 Seconds or 15 Seconds? Snap, Magna, IPG Media Lab Seek the Answer
    • What’s the difference between six seconds and 15 seconds? Snap Inc., Magna and IPG Media Lab fought the urge to reply, “nine seconds,” and instead examined responses to video ads of those lengths. Magna recruited more than 7,700 participants using both PCs and mobile devices, and they were then assigned platforms based on their media habits: full-episode players, Snapchat or video aggregators.
  • Facebook Shares New Insights into the Impacts of COVID-19 on SMBs
    • Facebook has released the latest iteration of its State of Small Business Report, which looks at how COVID-19, and the related lockdown measures, are impacting SMBs around the world. The data incorporates responses from more than 30,000 small business owners across 50 countries, and highlights the key concerns and challenges each faces as they seek to maintain operations.
  • How Messaging Channels are Surging and Becoming Critical to Marketing Success
    • Businesses used to get by with fixed and predictable storefronts, whether physical or digital. Advances in personalization can revitalize the digital experience, but even this isn’t enough. Many customers also expect two-way interaction with a brand through messaging or online chat. These customer expectations are dynamic, so it’s useful to see how marketers are responding. How marketers respond, in turn, creates new customer expectations. The process is a give-and-take. It’s like a conversation.
  • Malware Is Now Targeting Apple’s New M1 Processor
    • Mac malware has always been less common than its Windows-targeting counterparts, but in recent years the threat to Apple computers has gone mainstream. There’s adware and even ransomware tailored to Macs, and attackers are always looking to circumvent Apple’s latest defenses. Now hackers have debuted malware tailored to run on Apple’s new ARM-based M1 processors, released for the MacBook Pro, MacBook Air, and Mac Mini in November.
  • Clubhouse Confirms Data Spillage of Its Audio Streams
    • Audio-only social network iPhone app Clubhouse has confirmed that it experienced a data spill on Sunday. The app allows users to join and participate in pop-up public or private audio chatrooms, promising that conversations are not recorded and have to be experienced live. But US cyber-security researchers tweeted that a user had found a way to stream audio to another website.
  • Social Audio: What It Means for Marketers and Businesses
    • Wondering what social audio is and how it might impact your business? Is Clubhouse ushering in a new media frontier? Learn what marketers need to know about emerging social audio opportunities such as Clubhouse, Twitter Spaces, and Fireside.


Out of the Box 

  • BT’s Interactive Film Puts You in the Shoes of a Woman Juggling Babysitting and Working from home
    • A new interactive campaign from BT in the U.K. addresses the experience of so many women in the pandemic, juggling childcare and working from home, all while grappling with home broadband. The effort features an interactive film running on social media platforms, and puts the viewer in the shoes of a woman who is asked by her boss to lead a big presentation for the next day. At the same time, her sister calls and begs her to look after her seven-year-old daughter as she has to work (it’s hinted she’s a key worker on shift). Throughout the next few hours, the protagonist has to balance entertaining her niece with her work situation.
  • Gorilla Glue Sales Soar from Entirely Unsolicited Social Media Windfall
    • Putting Gorilla Glue in her hair and showing the results in a TikTok video may not have worked well for Tessica Brown—but for Gorilla Glue, it’s been an amazing windfall. Sales are soaring for the brand that’s become the biggest social media sensation since Bernie Sanders’ mittens.
  • From TikTok to Instagram: Data is Key to Adapting Ad Creative to Every Platform
    • There’s no such thing as one-size-fits-all creative for all platforms. And for creative to perform, you need data. Newer social platforms are sexy, and the idea of gaining a new audience by targeting Snapchat or TikTok is compelling. But it means the old platforms get underserved. Consumers still spend a lot of time on the oldies like Facebook, Instagram, and YouTube, yet many brands won’t bother to craft new creative targeted to those audiences — just run the same ads they’re using on other platforms. But that one-size-fits-all approach means you’re losing your potential audience.
  • The Paradox of Content Marketing to Beginners vs. Experts
    • If you’re crafting content, anything from a tweet to a YouTube video to a blog post to a full-blown downloadable, gated report, you’ll be far more effective creating it, titling it, positioning its contents, and marketing it if you know:
      • The distribution of your audience’s “beginners,” and “experts”
      • Who follows whom for what
      • Who shares what and why
      • How to appeal to the amplifiers while serving the audience(s) you need to engage and convert
  • 3 Content Marketing Examples That Say: Enough About Me, Let’s Talk About You
    • OK, the Super Bowl took place a couple of weeks ago. Sorry, Tom Brady haters, it’s over. But conversations about the ads brands invested in (or chose not to invest in) continue. One lesson brands seem to have learned – it’s not all about them.

Tricks of the Trade 

 Tips and Tricks 

  • What Are Remarketing Lists for Search Ads (RLSA)?
    • Have you ever had a customer visit your website repeatedly but never land the sale? Do you sit up at night wondering where those leads go and how you could win them back? Google’s remarketing lists for search ads (RLSAs) may be just what you’re looking for. These engagement-driven remarketing ads allow you to target your ads to your highest-value prospects. That means you can show your ads directly to the customers who are most likely to do business with you.
  • A marketer’s guide to Core Web Vitals and page experience
    • Optimizing user experience makes for a more delightful web experience for all. Back in May 2020, Google announced a major Page Experience Update was on the horizon, based on information taken from internal studies and industry research that demonstrates how users prefer sites with a great page experience. This new set of search ranking signals incorporates user experience metrics including mobile-friendliness, safe browsing, SSL certification, and intrusive interstitials, as well as Core Web Vitals.
  • Instagram Reels Strategy: What Marketers Need to Know
    • Want to do more with Instagram Reels? Wondering how to enhance your Reels content? Reels has an edge over Stories for two reasons. First, the editing features (music, disappearing text, effects, etc.) of Reels offer more creative options than Stories. Second, Reels seem to be shown to people in their feeds regardless of whether they follow you so the discoverability factor is high. Additionally, the preview of your reel remains in your feed, rather than expiring. Discover a strategy to promote your products and services using Instagram Reels.
  • 7 Examples of Influencer Marketing on YouTube
    • In a 2019 Mediakix report, 71% of marketers agreed that the quality of customers or traffic from influencer marketing was better than other marketing channels. Unlike other platforms that are usually restricted by time (think TikTok and Instagram), YouTube celebrates long-form content. This creates space for influencers to deep dive into topics and give detailed reviews on products and services. Beyond that, engagement rates on YouTube are the highest when compared to Instagram, Facebook, and Twitter, according to a 2020 Influencer Marketing Hub report.

generational marketing tactics for social media

  • 10 Ways Ads End Up in Facebook Jail & How to Avoid It
    • As marketers, we know all to well the disappointing feeling of having an ad disapproved (or worse, an ad account shut off) by Facebook. From ensuring your ad format and goals are set up correctly to avoiding restricted topics, use these 10 tips to ensure your ads stay in Facebook’s good graces. Some of them may surprise you.


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