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Video advertising and influencer marketing will remain key priorities for brands in 2017, but new challenges will require innovative approaches. Tackling silent autoplay, for example, is still an obstacle for many marketers, as are new regulations from the US Federal Trade Commission that require sponsored posts to be tagged as such. Marc Seguin, CMO at popchips, spoke with eMarketer’s Maria Minsker about how the brand is preparing for 2017.
eMarketer: As you look forward to 2017, what social media marketing strategies are top of mind?
Marc Seguin: We’re still trying to understand how to create great video, especially without sound. When there’s no sound, the video becomes all about the content. That’s why we’re trying to think about microtargeted content that engages people, but in a way that is always identifiable [brandwise] as popchips. As people scroll through their newsfeeds, brands get limited engagement unless there’s content that people are passionate about.
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