Social MediaAdvertisingInfluencers

S ocial Brands, Influencer vs Creator and The Art of Skywriting

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Nick Cotton May 31, 2019
Shopping as entertainment and how social commerce will succeed
By Andrew Waber from Marketing Land
  • “Today, the time U.S. adults spend on their mobile devices is estimated to outpace the time they spend watching TV, and social channels are taking up large shares of that time. For brands that don’t want to get caught flat-footed again, it’s critical to begin laying the groundwork to execute on social commerce.”
  • “…preference for external validation, combined with those changing media consumption habits, means that consumers are increasingly discovering, and later buying, products they first saw on social channels.”
  • “Brands that want to take advantage of these trends have, thus far, needed to operate within a range of relatively traditional direct-response style ad formats on social channels – targeting specific groups of consumers likely to be interested, and hopefully pushing them to purchase on a separate retail site.”
Why Women Are Called ‘Influencers’ and Men ‘Creators’
By Emma Grey Ellis from Wired
  • “…in this age of keywords and hashtags, what you call yourself has an enormous impact on who sees and consumes your work. For fans, online celebrities, and researchers studying them, tiny differences in diction can make internet culture seem far more gender segregated than it really is.”
  • “These folks, whatever you’d like to call them, carry cultural influence. Trends in their habits will ripple outwards to their audiences, to the companies trying to sell things to their audiences, and to the researchers trying to make sense of their worlds. The gender divide between internet celebrities has already shaped who studies them.”
  • “The problem comes when these loose trends are made into hard divisions, either by sexism or by search, which may already be happening.”
Skywriting is the only good thing the advertising business has ever done for anyone
By Kaitlyn Tiffany From Vox
  • “…what really sustains skywriting is advertising money. And the novelty of an Instagrammable outdoor spectacle is something brands crave now more than ever. Now that consumers are inundated constantly by advertising in their various feeds, in the fringes of every website they look at, in magazines, podcasts, street corners, benches, buses, children’s YouTube channels, and so on, the only way to stand out is to be a small miracle. “
  • “The only place anyone wants to see an ad is in the sky. In my life, have I ever gotten out my phone and taken a picture of a billboard and put it on my Instagram? He answers the question for me. I probably have not.”
  • “The blimps “have the highest engagement factor on social media,” he explains. “Above any other form of outdoor advertising.”

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