The new rules of social media marketing in 2021
Marketing Week PartnerSocial media has taken on greater significance for consumers and marketers as 2020’s events have forced more digital communication, but the ways of using it are evolving.
Work with TikTok Creators to supercharge campaign engagement
Marketing Week PartnerCreators on TikTok have a unique understanding of their audience and the content that works, making them a valuable asset for brands using the platform.
The changing face of social content
Econsultancy TeamA deep dive into changes to social content, from stories to AR and live video.
Resourcing for social media teams: A beginner’s guide
Econsultancy TeamSocial media team roles and responsibilities can vary greatly, and there is lots of consider when deciding whether to insource or outsource, working with agencies and skills development.
How augmented reality gives new life to physical music
Marketing Week PartnerPolydor Records used the cover of pop-rock group Haim’s latest album to create an interactive AR soundscape on Instagram, giving fans a new reason to engage directly with the band and buy a physical copy.
It’s time for brands to shine with TikTok Ads Manager
Marketing Week PartnerTikTok’s new self-service platform for advertisers makes it simple for small businesses to inspire over 100 million European consumers.
‘We’ve given the world a megaphone’: TikTok on carving out a place in culture
Matt BarkerTikTok is the favoured online happy place for millions of global users, one that celebrates self-expression and individuality, where the default setting is always to be positive, active and just a bit silly. Now, as it turns increasingly to more serious matters, will brands finally find a way to join in?
How Tesco used social media to drive emotional resonance
Matthew ValentineTesco achieved consumer engagement and sales uplift by putting an emotional spin on a price-driven campaign
Facebook’s Nicola Mendelsohn on why marketing in 2020 is a ‘marathon, not a sprint’
Charlotte RogersAfter a year of upheaval for Facebook, from ad boycotts to rows over hate speech, Nicola Mendelsohn is focused on the future, the value of resilience and the rise of discovery commerce.
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TikTok is nothing new – to marketers, it’s just another ad platform
Mark RitsonAlthough its strapline, ‘Don’t Make Ads, Make TikToks’, touts it as revolutionary, TikTok will soon reveal itself to be another ‘traditional’ ad business, as its own media strategy makes clear.
The growth of social messaging and chat
Econsultancy TeamEconsultancy analyses the messaging trends during lockdown, growth of popular new apps and wider trends in the space.
How Selfridges used digital art to imagine the future of fashion
Marketing Week PartnerSelfridges’ futuristic campaign saw products showcased in virtual worlds dreamed up by digital artists – offering an unusual take on traditional direct response ads.
Why KFC created ‘brand love’ on Instagram Live, even while stores were closed
Sean HargaveA celebrity influencer cook-off series empowered KFC to tap into the rise in social media usage and challenges between friends during lockdown, to reinforce its brand and avoid going silent.
Recommended reading: Keeping up with customers and a roadmap for change
Matthew ValentineMarketing Week reviews the latest books and articles for marketers.
Marketing and Machines: How AI helps brands make their media effective
Marketing Week PartnerWe explore how artificial intelligence can help brands buy digital media more effectively – including the importance of allowing the ‘learning phase’ to be completed.