Own Your Earned Media MeasurementWelcome to January, a fresh start for the new year. But before you can look ahead, you need to put your measurement skills to the test to recap 2020, assess your progress, and identify areas for improvement. From paid to owned to earned media, there’s a lot to measure — and we’re here to help.
The Complete Guide to Earned Media Measurement is your go-to resource for ensuring your PR and marketing teams start the year strong. Armed with quantitative metrics, qualitative insights, and a data story-telling strategy that will excite and intrigue your C-suite, your brand will be more than prepared to tackle earned media in 2021.
A robust and strategic measurement approach is the backbone of a successful earned media program. And with our guide, your team will be ready to set, meet, and exceed the KPIs that keep your business moving forward.
TL;DR: Measuring your earned media program can be tricky. The Complete Guide to Earned Media Measurement helps you tell your data story.
Dance Like Google Is WatchingGetting on the first page of a Google search is the equivalent of finding the Holy Grail. That’s why we nitpick for keywords, tinker with meta tags, and tirelessly strive for faster loading times. But what if TikTok and Instagram Reels are actually the SEO answer you’ve been looking for? Well, last week, Google began testing a new search feature that provides TikToks and Reels their own dedicated carousel at the top of SERPs in the Google app.
Google looks to become an all-encompassing search engine for TikTok and Reels, showing you all the relevant hits from both platforms in one search result. It’s an early-stage feature; you won’t find the video carousel on every search just yet. But if it proves successful, this could become an essential consideration for content creators, social media mavens, and SEO marketers.
This latest Google move demonstrates the power and influence short-form video will have in 2021. If TikToks and Reels become a valuable SEO consideration, the need to create relevant, informative, and entertaining video content will only grow. As (more than frequent) TikTok and Reels watchers, we’re looking forward to the day we can Google the latest dance moves.
TL;DR: Google adds TikTok and Instagram Reels to selected search results, upping the already high marketing ante for short-form videos.
Audio DominationIs audio the next stage in the evolution of social media? Twitter certainly thinks so. The social platform recently acquired Breaker, a podcast listening app built with social engagement in mind. Users can like, comment, and share podcasts with each other, and Twitter’s looking to integrate those critical features into Spaces (the platform’s version of audio chat rooms) to boost engagement and user-interactions.
The social network’s taking a chance and betting it all on the rise of audio-focused listening, engagement, and content creation. And with the aforementioned comes the more significant opportunity for digital marketers to engage with a subset of the Twitter-verse.
And in the world of social media (podcasting now included), when one giant makes a considerable move, the others seem to follow (read: copy). Now’s a good time to brush up on Twitter’s ad capabilities and podcast ad best practices while you prepare for the pending audio domination.
TL;DR: Twitter’s acquisition of Breaker signals the platform’s shifting focus to audio engagement and the continued rise of podcasts.
What Lit Us Up
Take a Sip and Dig InLook, Coke > Pepsi. It’s a fact … though Pepsi’s “Dig In” campaign has us changing our tune (and taste). The soft drink giant is kicking off 2021 with a cross-channel effort to support Black-owned restaurants across the country, and it’s a refreshing — and incredibly important — way to start the year.
The digital side of Pepsi’s campaign includes TV spots highlighting four Black-owned restaurants and new social media accounts dedicated to informing consumers about how they can support these eateries nationwide. And to bridge the digital-real world gap, the brand is expanding Black Restaurants Deliver — its free consultancy program that will help 400 Black-owned restaurants optimize their delivery capabilities over the next five years.
Last summer, brands big and small pledged their support of the Black community and committed to making changes both within and around their companies. Still, even with the best intentions, sweeping statements on social media fell flat. But not for Pepsi. “Dig In” follows the brand’s 2020 announcement to dedicate $400 million to advancing racial equality and is just one installment of its efforts to uphold its promise. With both its in-the-moment digital ads and continuous support of restaurants across the U.S., Pepsi sets an example now and for years to come. TL;DR: Pepsi’s multichannel “Dig In” campaign celebrates and supports Black-owned restaurants through TV ads, social media, and real-world consulting.
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