For shoe retailer DSW, TikTok is a place to test, learn, and have fun. In this excerpt from our new report, "Marketing in the Short-Video Landscape," Maria Wollenburg, DSW’s manager of social media and content, shares what the company has done on the social platform and what was learned in the eight months since launching its first TikTok paid ad campaign.
Before brands embark on short-video marketing, one of their key considerations should be the pros and cons of user-generated content (UGC). Marketers have had to learn to be comfortable with showing their brand messages in the midst of UGC on social media—and that’s been harder than ever, thanks to the recent rise in negativity and misinformation on some platforms. But to excel in the short-video format, especially on TikTok, marketers must also be willing to tap ordinary users for inspiration, participation, and viral distribution.
On today's episode, we discuss Clubhouse's content and competitors, how the pandemic changed social media, the future of social networking, the potential of Instagram Lite, Facebook launching a kids' version of Instagram, some eerily accurate predictions about 2021 from 100 years ago, and more. Tune in to the discussion with eMarketer principal analysts Jeremy Goldman and Debra Aho Williamson, and forecasting analyst at Insider Intelligence Peter Vahle.
Microsoft is in talks to acquire the popular chat platform, part of a greater focus by Microsoft on social media.
Neustar's product marketing director Devon DeBlasio and eMarketer principal analyst at Insider Intelligence Nicole Perrin discuss how the deprecation of third-party cookies and changes to Apple's policies will affect how advertisers can identify and track users across channels and what they can do to continue measuring their success by taking a unified approach.
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