Social Media Marketing
YouTube has been the OG for video creators for years, but now the social properties are making bigger inroads into this popular content format. That’s bringing new ways for marketers to work with creators on Facebook, Snapchat, TikTok and more.View this Report
Heather Watson, consulting and behavioral insights lead at research and solutions firm CGK, discusses how to market to teens on YouTube and the importance of having an authentic brand personality across platforms.
Consulting and Behavioral Insights Lead
Center for Generational Kinetics
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How Do Senior Marketers Worldwide Expect Their Budget to Change for Select Channels in the Next Year? (% of respondents, Aug 2019)
Which Influencer Marketing Labels/Hashtags Do UK Social Media Users Recall Seeing? (% of respondents, by age, March 2019)
How Much of US CMOs' Budget Is Allocated to Social Media? (% of total marketing budget, Aug 2009-Aug 2019)
More On: Social Media MarketingSee All
What Marketers Should Know About TikTok Ad Formats and a Roundup on Partnership News
Oct 04, 2019
It’s now been more than a year since TikTok launched in the US, and in that short period, the Chinese-owned video app has capitalized on the viral nature of its platform by partnering with a number of brands and slowly unveiling a slew of advertising capabilities.
What’s a Creator Anyway? It Depends on the Platform
Oct 03, 2019
Creators are all over the news, but are they different from influencers? While it’s easy to say yes, it’s hard to say why. For our latest report, “Video Ads in Social Media 2019,” we explored how the two are differentiated.
Q&A: Pinterest Exec on CPG Products, Branded Content and the Future of Social Commerce
Sep 26, 2019
Consumers are often creatures of habit. They know the products and the brands they like—and getting them to try something entirely new can be a challenge.
D2C Cleaning Company Truman’s Puts Customer Engagement at Forefront of Social
Sep 23, 2019
Creating an alluring social media presence is a tried-and-true strategy for direct-to-consumer (D2C) brands. Not only is social media a cost-effective way to reach consumers, but shoppers are more likely to research a D2C brand by looking at its social content.
Facebook Continues to Be Hotel Marketers’ Most Effective Targeting Tool
Sep 17, 2019
For hotel marketers, Facebook continues to be the most effective advertising platform for targeting new audiences and driving brand awareness, according to research from travel industry ad platform Sojern.
Q&A: How FabFitFun Leverages Influencer Marketing to Bolster Subscriptions
Sep 16, 2019
Influencer marketing is an important part of the marketing mix for most companies, especially those in the retail space. A survey conducted last September by Forbes Insights found that 30.5% of companies worldwide are increasing their focus on influencers as part of the advertising media mix.
Consumers Are Influenced by Brands on Social
Sep 10, 2019
More brands are using social platforms like Pinterest and Instagram to not only discover new products, but to ultimately buy them. And that seems to be paying off, according to a July 2019 study from rating and review marketing company Yotpo.
Why Retailers Need to Pay Attention to TikTok
Sep 05, 2019
Video-sharing app TikTok was the darling of VidCon this year. The media latched onto its low-fi approach of seeding creators all over the conference, where fans could easily interact with them. By contrast, YouTube creators were often cordoned off into formal presentations and meet-and-greets.
What Does Your Brain on Influencer Marketing Look Like?
Aug 26, 2019
Measuring attribution and return on investment remains a key challenge when marketing with influencers—which means that it can be hard to quantify the merits of utilizing them. But neuroscience research from the UK, showing cognitive responses to traditional marketing vs. influencer posts, may provide some answers.
Facebook’s Privacy Tool Is Here and Here’s What Advertisers Need to Know
Aug 22, 2019
Facebook recently announced that it will finally roll out its long-promised “Clear History” tool, now known as “Off-Facebook Activity.” The tool will show users the information third-party websites and apps have shared about them with Facebook and allow them to disconnect that browsing history from their profiles, preventing its use for ad targeting.