This week on “Marketing Today,”I interview Penny Baldwin, the senior vice president and chief marketing officer at Qualcomm. Baldwin is actually the first ever CMO at Qualcomm, a leading technology company specializing in wireless solutions and an architect of 5G technology. Baldwin’s past career experiences include general manager, global brand management, and new technology group marketing at Intel, as well as CMO at McAfee, and senior vice president of global brand strategy and marketing at Yahoo!.
Baldwin talks about the growing excitement and capabilities around 5G technology and what exactly that means to marketers. She clearly explains several 5G capabilities like browsing the web five times faster and being able to download a movie in a minute, and how 5G can be used in entirely different industries like healthcare, retail, and autonomous vehicles. She discusses her early years in advertising and even opens up about her upbringing, having two deaf parents.
Baldwin discusses her wide-ranging advertising and marketing experience by saying, “Once you cross over from the agency side to the client side, you come to realize that marketing is so much more robust than any one discipline or channel.” She continues by stating, “the entire marketing mix needs to be orchestrated on a much bigger stage and no one component apart is more important than the other.”
5G isn’t the first time Qualcomm has created a large technological advancement. Baldwin says, “Thanks to Mobile GPS, we gave rise to Uber as an entirely new business model. Riding-sharing didn’t exist before 4G technology was available.”
Highlights from this week’s “Marketing Today”:
Penny Baldwin introduces herself and how she began her career in advertising. (01:18)
What was Penny’s experience like at tech companies like Yahoo and Intel? (01:54)
What does Qualcomm do and how does it fit into the global technology ecosystem? (02:36)
What is 5G and what makes it so transformative? (04:48)
What does it mean when your brand becomes the industry standard? (07:05)
How does Penny market all of this advanced technology to the marketplace? (08:01)
What are some new uses and experiences that 5G will enable? (09:37)
What does Penny’s marketing team organization look like? (12:35)
What applications in marketing can be related to 5G? (15:20)
Is there an experience of Penny’s past that has made her who she is? (19:37)
What advice would Penny Baldwin give to her younger self? (21:47)
What fuels and motivates Penny these days? (22:22)
Are there any companies, brands, or organizations that Penny Baldwin believes marketers should pay attention to? (23:21)
What does Penny Baldwin feel is the future of marketing? (24:07)
Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on opportunities around brand, customer experience, innovation, and growth. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine startups.
More than half of teens—54 percent—get news at least a few times a week from social media platforms and 50 percent get news from YouTube, per a new study. Despite their reliance on influencers and video recommendations, many admit to being more confused after viewing.
It can be tough these days, even for adults, to separate fact from opinion and spam on the internet. Exploring this idea, Common Sense Media, a non-profit that teaches digital literacy and provides product reviews, used SurveyMonkey to ask how US teens consume their news.
Forty-one percent of teens surveyed indicated that they keep up on current events through news organizations in print or online at least a few times a week. TV is less popular as a news source, at just 37 percent. Of teens who obtain information from news organizations, 65 percent say it helps them better understand what is going on.
While more teens consume news through social media, just about half—53 percent—say it helps them better understand what is going on, while 19 percent say it has made them “more confused” about current events.
As the new generation prepares to vote in the 2020 US presidential election, it becomes more vital for consumers to tell real news versus propaganda and opinion, says CommonSense. Of those age 16 and 17 who say they’ll be eligible to vote in the 2020 election, 85 percent were “likely” to cast a ballot, with 61 percent saying “very likely.”
“These findings raise concerns about what kind of news the next generation is using to shape their decisions,” said James Steyer, CEO of Common Sense in a release. “There are few standards for what constitutes news and how accurately it’s portrayed on the platforms teens use. With the 2020 election coming up, we need to make sure teens are getting their news from reliable sources, thinking critically, and making informed decisions.”
As the name suggests, “influencers” play a large role in how teenagers perceive current events. Sixty percent of teens who get news from YouTube say they are more likely to get it from celebrities, influencers and personalities, compared to 39 percent from news organizations. This is especially true among daily YouTube users, at 71 percent.
Algorithms play a major role, as well—a concern discussed at length on Capital Hill on more than one occasion. Among teens who find news on YouTube, half of them told SurveyMonkey that it was recommended as a “Watch Next” or video in the sidebar.
This SurveyMonkey Audience survey was conducted on June 14 to 25 among 1,005 teenagers age 13 to 17 in the United States.
Marketers are spending more on social advertising and exploring a wider variety of platforms, according to a new study by Hanapin Marketing.
The State of Paid Social found that 97 percent of surveyed marketers are currently spending on social advertising, an increase of 10 percent compared to 2018. In addition, those who are spending more than half of their budget on social went up three percent.
Hanapin speculates that the rise in social advertising could be a direct response to rising cost-per-click (CPC) in search, which continues to climb year over year. Another possible reason is that additional platforms, including Reddit and Quora, have recently introduced new targeting options and ad formats for brands.
Facebook remains the top social advertising platform, with 91 percent of respondents using it. However, 26 percent indicated plans to reduce spending on Facebook ads over the coming year. Of those, 30 percent cited Facebook’s scandals and privacy issues as the cause.
Those remaining 2019 ad dollars are instead being funneled into Instagram (20 percent more) and YouTube (38 percent more) compared to last year.
In 2020, marketers intend to explore more options, the study found. Quora, in particular, has piqued the interest of marketers in the year ahead. Whereas nine percent planned to increase ad spend on Quora in 2019, that number is now 27 percent. Hanapin adds that nearly double the amount of agencies reported that they would pitch Quora to their clients than last year.
YouTube is another outlet that is expected to attract more ad spend in 2020, with 51 percent of respondents indicating a planned increase. Snapchat, despite recently adding new advertising options, is not attracting more respondents’ budgets in the coming year. While eight percent plan to spend more on the platform, the same number is likely to decrease spending.
The success of social marketing ads differs depending on the devices on which they are viewed, according to respondents. LinkedIn, for example, is the most successful on desktops but Facebook does better on mobile devices. (Note: Measurement of success was not disclosed in the report.)
Last year, carousel ads were all the rage but that dynamic has shifted to video ads, lead ad forms and dynamic product ads.
“We are becoming conditioned to favor video as a means of communication and it is unsurprising that social media consumption would reflect that behavior,“ the report indicates.
The State of Paid Social report was based on data from a survey of 273 marketers working for either for brands or agencies, holding a variety of roles from manager to C-level executive. The segments represented retail, SaaS, technology, business services, real estate, manufacturing, insurance, publishing, consumer services and wellness and fitness.
Poland Spring launched an Instagram campaign that creates a photo-based recycling “hotline” for consumers. The activation, which continues Nestlé’s plastic reduction initiative, sorts trash from recyclables and rewards participation with donations to The Recycling Partnership—a non-profit that assists communities with recycling efforts.
From August 12-23, consumers can post photos or Instagram Stories of waste items and tag Poland Spring Water along with the hashtag #NotTrash. The brand, together with The Recycling Partnership, will respond with whether or not the items in question can be recycled.
“We are constantly listening to [consumers] to understand their needs and preferences,” Yumiko Clevenger-Lee, vice president and chief marketing officer of Nestlé Waters North America said in a release. “What we’re hearing is that consumers are concerned and confused about plastic bottles.”
Poland Spring will donate $150,000 to The Recycling Partnership to continue the non-profit’s efforts to increase and improve local recycling efforts. For every qualifying #NotTrash Instagram post, Nestlé Waters North America will donate another dollar up to $2,500.
The cause marketing campaign will be promoted on Z100’s nationally-syndicated “Elvis Duran and the Morning Show” and its US network of 75 affiliate stations.
The bottled water brand offers a 100 percent recycled plastic bottle for its 1 liter and 1.5 liter still water sizes. In June, Nestlé vowed to convert all its individual-sized still water bottles to 100 percent recycled plastic by 2022 and in 2018, announced plans to make all of its packaging recyclable or reusable by the year 2025.
“How2Recycle” instructional labels will be expanded to all Poland Spring packaging to further assist consumers in keeping plastic out of landfills. This initiative, together with Nestlé’s partnerships were created to help remove “some of the confusion about recycling,” said Clevenger-Lee.
Consumers—especially young ones—cite the environment as a growing concern, but not everyone is willing or able to do something about it. While 91 percent of millennials blamed humans for climate change, only 78 percent said they would be willing to change their lifestyle to protect the environment, according to the World Economic Forum’s 2017 Global Shaper Survey. Nestlé hopes that a bit of education and awareness will go a long way.
Other brands have taken to “shock” consumers by installing plastic waste in public view to give a sense of scale.
In November, PepsiCo’s SodaStream brand launched a touring art installation that protested the use of plastic bottles. “Drowning Liberty,” a 20-foot replica of the Statue of Liberty “drowning” inside a steel cage filled with plastic bottles, was created in partnership with the Oceanic Society.
Corona installed billboards in London, Melbourne, Santiago, Bogota, Santo Domingo and Lima last June that depict actor Chris Hemsworth (The Avengers: End Game) surfing with the slogan “From where you’d rather be.” The brand then gathered around 3,306 lbs of plastic from nearby beaches to build sculptures on top of the billboards, transforming the blue ocean surf a “wave of waste.”
Brands are responding to environmental concerns by reducing or removing plastic wherever possible. Single-use items like plastic water bottles and plastic straws are being rejected by a number of brands including Bacardi, Marriott, McDonald’s and Starbucks.
JetBlue’s new campaign indirectly compares its own standards to competitors by blaming a fictional historical character of aviation. The tongue-in-cheek creative seeks to explain why air travel can be so frustrating—while the Wright Brothers invented air travel, the fictional “Just Alright Brothers” set the bar low for customer service.
“Just Alright Doesn’t Fly Here” includes three video spots—”Customer Disservice,” “The Just Alright Treatment” and “Just Alright Beginnings.” Each addresses common discomforts in modern air travel from unfriendly attendants to cramped seating and a lack of amenities onboard. JetBlue, meanwhile, touts its free Wi-Fi, unlimited snacks and legroom.
Each spot recounts a fictional history of air travel in which the Just Alright Brothers go out of their way to offer the bare minimum of service to its customers. The spots end with JetBlue employees marveling at how some still choose to travel that way before greeting their own customers with a smile.
“This campaign is designed to shine a much-needed spotlight on the complacency that’s become an all too common part of the airline experience and show those who haven’t traveled with us before that there’s a better way to fly,” Elizabeth Windram, vice president of marketing at JetBlue said in a release.
In addition to video, the campaign will include TV, digital and billboard placement. JetBlue will also position its message on social media and radio via music streaming services. The ads will be strategically placed during times when consumers are already in a “just alright” mindset, the brand said, such as browsing the web or sitting in traffic.
JetBlue’s new marketing campaign is the first since 2013 when it launched “Air on the Side of Humanity,” a fictional public service announcement about the plight of air travelers. In both campaigns, the air travel brand plays to its strengths in a comedic way.
Low-cost carriers (LCCs) like JetBlue and Southwest Airlines have created a market for budget air travel in the US and beyond. According to CAPA Center for Aviation, LCCs accounted for 32 percent of seat capacity within North America in 2018. Compared to other global markets, however, LCC in North America is growing at the slowest rate.
A 2017 study by Google and Phocuswrite found that more than 60 percent of US consumers would consider an impulse leisure trip based on a good flight or hotel deal. As consumers seek new ways to save, setting itself apart with a personal connection will be vital to give travel brands a leg up on the competition.
Truly Hard Seltzer invites consumers to “drink what you truly want” instead of more traditional spirits like beer, wine and liquor. Five video spots feature actor and comedian Keegan-Michael Key (MadTV, Key & Peele) who demonstrates other uses for those leftover bottles.
In each spot, Key encounters a common, everyday task like cleaning, cooking on the barbeque or preparing for a date. It is then revealed that Key uses bottles of wine, beer and other spirits for these purposes instead of drinking them.
“Through this campaign, we are championing the idea of embracing Truly as a refreshing new choice compared to their old repertoire. Keegan-Michael Key brings levity and personality to the brand in a way that we think drinkers will connect with and will help us stand out in a meaningful way,” said Lesya Lysyj, CMO of Boston Beer Company, the parent of Truly Hard Seltzer, in a statement.
The video ads end with Key stating that Truly Hard Seltzer has 100 calories, one gram of sugar and five percent alcohol by volume—speaking directly to a growing base of health-conscious drinkers.
Hard seltzer sales have grown 193 percent year over year (YoY) as of the 52 weeks ended April 20, 2019. The segment has grown significantly, Nielsen speculates, thanks in part to a lower price, convenience and fewer calories than many other alcoholic beverages.
Consumers also prefer variety in their alcohol consumption. The most popular flavors of hard seltzer sold during the aforementioned period were “assorted flavors” at 66.2 percent followed by Stone Fruit at 11.8 percent.
AB InBev launched several marketing campaigns around its brand, Bon & Viv’s SpikedSeltzer, including a spot during Super Bowl LIII. Last August, the brand sought to connect with NYC locals impacted by the L Train shutdown by offering free bicycles and moving boxes.
The seltzer boon isn’t just for alcoholic beverages, either. Seltzer water has become increasingly popular with millennials, due in large part to the success of La Croix. In the last five years, the sales of carbonated water have grown 42 percent, according to Beverage Marketing Corp.
In August of 2018, PepsiCo acquired SodaStream for $3.2 billion in a move to expand their water portfolio as consumers move away from sugary, carbonated drinks. The reusable container also fits into a growing concern regarding plastic use among consumers.
US marketers could be ignoring a key demographic, according to a report by PQ Media in partnership with the Association of National Advertisers Alliance (ANA). The report suggests a significant disparity between the US multicultural population and media marketing spend.
The US Multicultural Media Forecast 2019 report suggests that multicultural consumers make up almost 40 percent of the US population, but multicultural media spending makes up only 5.2 percent of total advertising and marketing spend.
“For years a number of smart companies have marketed to multicultural audiences, but those have been the exceptions, and to some extent, discussion on multicultural marketing has ‘preached to the choir,’” ANA group executive vice president Bill Duggan states in the report. “This new study identifies a clear opportunity for more marketers to engage multicultural consumers to drive business growth—and for those marketers still ‘sitting on the sidelines,’ it should encourage them to ‘get in the game.”
PQ Media divided multicultural demographics into three revenue categories: Hispanic American, African American and Asian American. Of the three categories, Hispanic American Media was the largest in terms of size and growth, increasing 5.3 percent YoY to $17.94 billion.
African American Media ranked second with $7.2 million, an increase of 6.1 percent YoY. Asian American Media grew the fastest at a rate of seven percent, reaching $722 million in revenue for 2018.
Out of 12 media platforms, television advertising was the largest in terms of multicultural media revenue at $7.67 million. Relationship marketing, promotional marketing, experiential marketing and digital advertising (pure-play) rounded out the top five at $4.62 million, $3.08 million, $2.67 million and 2.59 million, respectively.
Multicultural media was divided into those delivered in English and those in a bilingual or native language. English language advertising revenues outpaced others by $2 million, which seemed to correspond with the share of languages used in the media, with English accounting for nearly 54 percent
To increase engagement with multicultural audiences, ANA suggests that brands pay attention to digital advertising—a growing platform among the demographic.
The data was compiled using PQ Media’s proprietary mapping system, PQ Medianomics. Metrics included measured media buying strategies, marketing activations, languages used, advertising platforms and others.
Editors Note: A previous version of this article incorrectly attributed the report solely to ANA.
This week’s marketing moves include the promotion of JP Richards to co-president of worldwide marketing at Warner Bros. Pictures, the appointment of Scott Hargrove as global CMO and EVP of California Pizza Kitchen, Shearman & Sterling naming Nora Shearer to the long-vacant CMO role, the resignation of Victoria’s Secret chief marketing officer Ed Razek, the first appointment of a CMO at Domino’s and Taco Bell’s chief brand officer Marisa Thalberg leaving the company.
JP Richards Promoted To Co-President Of Worldwide Marketing At Warner Bros.
Warner Bros. Pictures has announced the promotion of JP Richards to the role of co-president of worldwide marketing at Warner Bros., reportsThe Wrap.
Richards previously served as EVP of worldwide marketing and chief data strategist at Warner Bros. Pictures, overseeing campaigns for a number of releases. He joined the entertainment company in January 2015. Prior to that, he spent 12 years at Universal Pictures as SVP of digital marketing.
Scott Hargrove Named CMO, EVP At California Pizza Kitchen
California Pizza Kitchen is spicing up its marketing team with the appointment of Scott Hargrove in the dual role of executive vice president and global chief marketing officer, The Drumreports.
Hargrove recently served as head of brand and consumer marketing for Snap and cut his teeth for 15 formative years at Coca-Cola.
Jim Hyatt, chief executive and president at California Pizza Kitchen, welcomed Hargrove’s experience in a statement announcing the appointment
“Scott brings to our table an impressive record driving impact at some of the world’s most beloved consumer and tech brands, with a unique blend of digital savvy, creative storytelling and global brand-building expertise.”
Nora Shearer Joins Shearman & Sterling
Shearman & Sterling announced the appointment of Nora Shearer as the firm’s new CMO.
Shearer will fill the position that’s been vacant for more than a year and take over for David McLune, who left for Hogan Lovells in May 2018.
She joins the firm from Norton Rose Fulbright, where she served as a chief marketing officer and has over 20 years’ experience in the legal and finance industries, with a focus on marketing and business development strategy.
At Shearman & Sterling, Shearer will lead the firm’s business development, as well as marketing and communications teams.
“Nora has an impressive track record of developing and executing international business development strategies and I am delighted to welcome her to the firm. Her vision and in-depth understanding of the legal marketing landscape will be invaluable to us as we continue to implement the firm’s strategy,” said Kimberly Gardner, Shearman & Sterling’s executive director of strategy and innovation.
Victoria’s Secret CMO Ed Razek Is Out
Victoria’s Secret CMO Ed Razek, who recently found himself embattled for his controversial comments regarding representation and the VS brand, is retiring from the position.
The resignation comes at a time when Victoria’s Secret is struggling to find a brand identity fit for changing times.
Razek joined the company in 1983. He’s exiting the women’s lingerie company in coincidence with the casting of their first openly transgender woman as a model.
Domino’s Hires First Chief Marketing Officer
Domino’s is hiring their first CMO, former VP of marketing and food development at McDonald’s, Emily Somers. Somers will be replacing former sales and marketing director Tony Holdway, who departed in June. She begins her new role on August 12th.
Taco Bell’s Chief Brand Officer Leaves Company, Nixes CMO Role
Taco Bell’s chief brand officer is vacating her role.
Marisa Thalberg first joined the restaurant chain four years ago as chief brand engagement officer, later becoming chief marketing officer before again being elevated with the title of global chief brand officer.
She will continue to serve in an advisory capacity for Yum Brands Inc., Taco Bell’s parent company. Melissa Friebe, SVP of marketing, and Tracee Larocca, SVP of advertising and brand engagement, will fill in for Thalberg’s duties; Taco Bell has stated they will not be seeking a replacement for the chief marketing officer role.
Editor’s Note:Our weekly careers post is updated daily. This installment is updated until Friday, August 5th. Have a new hire tip? We’re looking for senior executive role changes in marketing and media. Let us know at email@example.com.
This week sped by. We learned Twitter will remove third-party data from ad targeting, Twitch launches its own broadcasting software and Facebook is getting ready to test subscription VOD services.
Also: Facebook’s trusted marketing partner secretly collected and stored a vast amount of user data. Facebook took the first step in its plan to integrate Instagram Direct with Facebook Messenger and ads sideshow to “Stories;” Twitter apologized to its users for sharing their data with advertising partners without consent and was spotted testing “Snoozing Notifications” at certain times; Facebook revamped Workplace, Instagram posted a job opening for meme liaison and more.
Twitter Will Remove Third-Party Data From Ad-Buying System
The Wall Street Journalreported that Twitter plans to remove outside data sources from its ad-buying system.
Why it matters: To provide critical data for advertisers, marketers and internal use, Twitter collaborates with various data providers for insights into trends and customer behaviors. The problem, though, comes from the fact that the creation and sourcing of the insights is out of Twitter’s control. And we know from recent history, like Cambridge Analytica or the most recent Hyp3r case, that this practice may lead to the misuse of data by these third parties.
The details: However, per Sarah Personette, vice president of global client solutions at Twitter, the new policy is not linked to the rising concerns about data protection and privacy online, but is meant to simplify buying for advertisers and allow Twitter to focus on other priorities, such as new products and technology.
“We want to make sure we’re creating and developing the best possible experience for every advertiser, agency and marketer utilizing the system,” she said.
Twitch Launches Its Own Broadcasting Software
This week, Twitch released its own broadcasting software, “Twitch Studio.”
Why it matters: Until now, Twitch streamers have been using third-party software to deliver streams to their viewers. The goal with “Twitch Studio” is to provide users with an easier experience getting started and attracting more users to the platform.
The details: Cheng Cheng, Twitch’s director of product management for the creator experience toldThe Verge, “We’ve been listening to our users give us feedback, talk about their experience, how they started streaming, how they progress. And one really consistent pain point was that multiplayer entertainment is really fun, it’s really engaging, but the bar to really get started is quite high.”
Facebook Will Test Selling Video Subscriptions
Facebook will test subscription sales of video on demand services, according to Variety.
Why it matters: Facebook is playing catch-up in the video wars, especially in the wake of the success of theSVOD-aggregation play by Amazon and Apple and Roku. A company representative said in a statement for Variety, “We’re testing video subscriptions on Facebook, starting with a limited set of partners. We’re excited to bring more of people’s favorite shows and videos to Facebook, where subscribers can enjoy the content together with other fans. We’ll be listening to feedback from our community.”
The details: The video subscriptions will be available for four services: BBC and ITV’s BritBox, CollegeHumor’s Dropout, MotorTrend App and Tastemade Plus. The test with the four partners will be available only to users in the U.S. and will be launching in the next few weeks. Payments will be processed by Facebook on behalf of the SVOD partners. In the future, additional partners to the video-subscription platform might be added depending on initial user interest.
Instagram Ad Partner Secretly Tracked, Collected And Stored Users’ Public Data
Business Insiderreported that Instagram and Facebook’s trusted advertising partner, Hyp3r, has been secretly collecting and storing users’ data, including location and stories.
Why it matters: Per Business Insider, the data misuse happened because of Instagram’s negligence when a combination of configuration errors led to the illegal collection of huge amounts of public user data, such as personal bios and photos that were supposed to disappear after 24 hours.
The details: After being confronted with Business Insider‘s findings, the company sent Hyp3r a cease-and-desist letter and admitted that the startup broke its rules.
“HYP3R’s actions were not sanctioned and violate our policies. As a result, we’ve removed them from our platform. We’ve also made a product change that should help prevent other companies from scraping public location pages in this way,” a spokesperson said in a statement.
Facebook To Integrate Instagram Direct Messages With Messenger
According to Bloomberg, Facebook is moving forward with its plan to merge its systems and let users exchange messages throughout all its mobile apps.
Why it matters: The initiative promises to allow for Instagram users to communicate with those using Messenger, which currently is impossible. However, with rising concerns about privacy and data-sharing practices, the move might be met with hesitation among users. Some experts say that not being directly associated with Facebook is what makes the separate products thrive.
The details: At the moment, Facebook engineers are busy rebuilding Instagram’s chat feature using Facebook Messenger’s technology. Instagram Direct’s look won’t undergo any major changes but the underlying technology powering the service will, Bloomberg reports.
Facebook Adds Slideshow Option To Facebook “Stories”
Social media expert Matt Navarra, shared a tweet revealing that Facebook added a still image slideshow in Facebook “Stories.”
Why it matters: Stories perform really well, especially with younger audiences and the new option has the potential to provide marketers with more opportunities to easily create content, which can help to boost engagement.
The details: The new option provides a simplified way to add a stream of images, which will play out through Story frames.
Twitter Apologizes For New Data Privacy Bugs
“You trust us to follow your choices and we failed here. We’re sorry this happened, and are taking steps to make sure we don’t make a mistake like this again,” Twitter said in a blog post dedicated to the recent discovery of more data for ad targeting bugs, which means that user data on the platform may have been shared with advertising partners even when a user asked it not to.
Why it matters: Twitter says the bugs were fixed on August 5. It is unclear when the company realized that user data was being processed without their consent. “We know you will want to know if you were personally affected, and how many people in total were involved. We are still conducting our investigation to determine who may have been impacted and If we discover more information that is useful we will share it,” the blog reads.
The details: According to the company, the bugs may have resulted in two things:
“If you clicked or viewed an advertisement for a mobile application and subsequently interacted with the mobile application since May 2018, we may have shared certain data (e.g., country code, if you engaged with the ad and when, information about the ad, etc) with trusted measurement and advertising partners, even if you didn’t give us permission to do so.
As part of a process we use to try and serve more relevant advertising on Twitter and other services since September 2018, we may have shown you ads based on inferences we made about the devices you use, even if you did not give us permission to do so. The data involved stayed within Twitter and did not contain things like passwords, email accounts, etc.”
Instagram Is Hiring A Meme Liaison
Instagram is bringing a meme liaison on board to resolve the heated situation after the social media company deactivated 142 popular meme accounts, according to TheAtlantic.
Why it matters: The company appears to suffer from a disconnect with the young audience and is trying to resolve the issue with the help of a social pro who better understands social sharing.
The details: Lila King, Instagram’s head of news and publishing partnerships, toldMashable, she wants to hire someone who’s “equally fluent in the language of memes and the business of digital publishing.” She calls that person “a unicorn, basically.”
Twitter Is Testing “Snooze Push Notifications” For A Set Time Period
Also, Twitter was spotted testing “Snooze Push Notifications” for a set time period by reverse engineering expert Jane Manchun Wong.
Why it matters: This option is good news for marketers and social media managers who need to constantly keep abreast of their Twitter account, but don’t want to get notifications in the middle of the night or in the middle of an important meeting.
The details: The new option would allow users to snooze push notifications for one hour, three hours or 12 hours at a time. The notifications would still be displayed in Notifications tab, but wouldn’t buzz during the chosen snooze periods.
Facebook Revamps Workplace
This month, Facebook will roll out the updated version of Workplace, a tool that helps employees chat, collaborate and manage projects, Engadgetreports.
Why it matters: The change is due to the fact that the “classic” Facebook design previously used had a few flaws, which were enterprise customers’ pain points. Thus, almost half of them were using the old and inconvenient notification experience to figure out what they should be looking at next. They would then have to click through or, more often, move their cursor to the left-hand rail to select the appropriate group or work chat.
“For the world of work, we needed a slightly different emphasis on slightly different UI components,” Kyle McGinn, Facebook’s director of product for Workplace told Engadget.
The details: Workplace is moving away from the classic “Facebook” look into the more original one. The most noticeable change is the new navigation bar on the left-hand side of the screen with three large circular icons: home, notifications and chat. The users can discover many relevant shortcuts in a second slightly wider column by clicking on these.
Facebook Watch To Broadcast Australian News
The social media giant announced in a blog post that Facebook Australia partnered with seven local news publishers with the goal to experiment with new formats and develop sustainable video businesses on Facebook.
Why it matters: With Facebook’s plans to create its own TV device, the initiative makes a lot of sense, especially considering that according to a study published by the social media company, news and current world affairs are among the most popular areas of interest for Australian audiences (39 percent). It is possible that if successful in Australia, Facebook will run similar tests in other regions.
The details: Premium news content from Australia’s leading broadcasters, such as Nine, Seven, SBS, Sky News and 10 will be available on Facebook starting today. It is important to note, that, per Facebook, publisher partners will keep full editorial control over the content produced and will collaborate with Facebook to understand which stories, topics and formats are resonating with audiences.
Campbell Brown, Vice President Global News Partnerships at Facebook said on the matter, “This is exactly the kind of partnership we want to have with the news industry. Australia’s newsrooms are doing innovative, high quality work with video. Facebook is proud to support their great journalism and excited to bring this work to Watch.”
Study Reveals How Much Users Are Willing To Spend On The Most Popular Apps
A new study conducted by McGuffin Group examined what users would consider a reasonable subscription fee if their favorite apps were paid.
Why it matters: Paid subscriptions could solve the problem of data misuse and potentially make an alternate business model to advertising.
The details: According to the study, users are willing to pay the most for YouTube subscription–over $4 per month. Google Maps and Drive secured the second and third places with $3.38 and $3.31 per month respectively. Interestingly, the fewest amount (64 percent) of users would be willing to pay to use Facebook and the subscription price they consider fair is $2.92. WhatsApp was named the app that most users (89 percent) would be willing to pay for.
“Instagram Scheduling” Comes To Facebook Creator Studio
Why it matters: For a very long time, Instagram scheduling has been many marketers’ and social media managers’ pain point.
The details: The new feature promises to solve the problem, allowing to schedule directly from Creator Studio dashboard and see what the posts will look like.
Note: “Instagram Stories” cannot be scheduled yet.
Years Later Facebook Admits It Owns Instagram And WhatsApp
Also, Facebook is rebranding Instagram and WhatsApp it acquired a few years back by adding “Instagram from Facebook” and “WhatsApp from Facebook” alongside the other two, The Informationreported.
Why it matters: In a statement for The Information, the social media giant said, “We want to be clearer about the products and services that are part of Facebook.” However, it seems that the real goal is to use the child companies’ rapid growth in order to put out fires around constant data safety issues associated with Facebook (the most recent being the Netflix original “The Great Hack”). It was also reported that Mark Zuckerberg isn’t happy about the fact that Facebook doesn’t get enough credit for Instagram and WhatsApp rapid growth.
The details: Per The Information, a source familiar with the matter said, “The move to add Facebook’s name to the apps has been met with surprise and confusion internally, reflecting the autonomy that the units have operated under.”
EMarketer: TikTok Might Be YouTube’s Biggest Rival
EMarketer recently published “Is TikTok The New Launching Pad For Video Creators?” post, diving into the idea that TikTok might beat YouTube and become the next number one platform for video creators.
Why it matters: The main difference between TikTok and YouTube is that while YouTube is about long-form content with higher production value, TikTok is focused on shorter, simpler clips, therefore making the content creation process on the platform easier for beginner creators.
Christoph Kastenholz, founder and CEO of Pulse Advertising told eMarketer, “YouTube serves a certain platform purpose with longer-form video, predominantly,” said “TikTok serves a completely different purpose. … It’s very user-centric. That makes it very easy for the user to create content.”
The details: Debra Aho Williamson, principal analyst at eMarketer, said, “YouTube has been a home for video creators for more than a decade. But it’s starting to see real competition from TikTok as well as other social platforms like Facebook, Snapchat and Instagram. All of them want a piece of the massive audience for creator content that YouTube has built.”
It is important to mention, however, that although TikTok is exploding, it isn’t exactly stepping on YouTube’s heels just yet. Thus, for example, last year, TikTok was seeing 500 million monthly active users, while eMarketer estimated that YouTube had 1.6 billion monthly active users worldwide in 2018, which made up 66.3 percent of all digital video viewers.
58 Percent Of Content Creators Have To Deal With Copyright Claims On YouTube Study Finds
To elaborate on the above news, a study from music licensing company Lickd found that 58 percent of participating creators had to contend a copyright claim on their online content.
Why it matters: According to Lickd, it becomes harder for creators to upload videos without having their content hit with a copyright claim.
The details: Lickd CEO Paul Sampson said, “Despite Article 13 being called out as a potential win for the industry – because it requires platforms that host creative works uploaded by their users to fairly share the income they generate with creators – it is very clear that those very creators do not share that view. Combine this with the risks associated with using unlicensed music, then suddenly the potential to generate revenue through content at risk for Creators and the music industry. We are constantly challenging the music industry to make sure that no party, including creators, lose out. Providing claims-free commercial tracks is one of the solutions.”
Editor’s Note:Our weekly social media news post is updated daily. This installment will be updated until Friday, August 9. Have a news tip? We’re looking for changes to and news surrounding social media platforms as they relate to marketing. Let us know at firstname.lastname@example.org.
Hanes launched a new campaign for its Comfort Flexfit boxer briefs called “Every Bod” that encourages men to feel comfortable with their bodies.
The activation includes 15- and 30-second spots that feature men with various body types from “hitting the gym bod” to “rocking that dad bod,” all singing about how “every bod is happy in Hanes.”
The “Every Bod” campaign will run across “specific” network and cable channels as well as online video and content across Facebook and Instagram, according to a release.
The light-hearted spots don’t take themselves too seriously—after all, everyone is singing off-key in their underwear, out in public, no less—but they tackle an issue for which men are often ignored.
“Society continues to perpetuate unrealistic expectations that impact how all of us, including men, feel about the way we look,” Sidney Falken, chief branding officer for HanesBrands said in a release. “Every Bod reminds men that being comfortable with themselves will also make them confident.”
Being comfortable in one’s own skin (and underwear) is a subject often tackled by and for women in marketing today. The demand for more inclusive marketing has created entire committees, spawned brand partnerships and forced beauty brands to re-think their strategies.
But men are impacted by social and marketing standards as well. A 2017 study by Google and Dove+MenCare found that just seven percent of men can relate to depictions of masculinity in media.
Plus-size model and influencer David Fadd encourages men to speak out about their body image and confidence.
“There aren’t a lot of guys that are pushing this idea of body positivity,” Fadd told BBC. “It’s sort of looked down upon to have body insecurities, [as if] only teenage girls go through those things.”
A recent study by the University of the Sunside Coast (USC) in Queensland, Australia found that when 110 men were shown fit men on television shows or commercials, their own body image declined by an average of 11 percent.
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