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title: "The Spark: Cher-ing Is Caring"
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LinkedIn publishes its B2B Effectiveness Code, TikTok dethrones Google as the top domain, and more!

| View in browser January 6, 2022 Talking in (B2B Effectiveness) Code In the B2C-dominated social media landscape, LinkedIn has long-been a mainstay for B2B brands. Now they’ve made it official with the release of what some might consider a B2B Bible for marketers. The B2B Effectiveness Code analyzes more than 10 years of business research to determine the most successful methods of B2B marketing. The advice was intelligent (and endless) — so we’re calling out a few indispensable insights: Recommit to Creativity: LinkedIn’s data showed that a campaign’s Creative Commitment directly affected its success. Take American Express’ Small Business Saturday campaign. Its multimedia approach, large creative budget, and lengthy duration resulted in substantial growth not only for business, but for brand identity as well. Build Your Brand: B2B brands should be dedicating more effort toward long-term brand identity, including broadening their reach and considering audiences who might not currently be in the market. B2B names like Microsoft and IBM have added billions to their brand value and revenue outcomes by investing more in brand-building.  Get In Your Feels: Emotional marketing is essential in developing more powerful connections with your audience, and also aids in long-term brand-building. Don’t be afraid to engage in those big, human ideas. Think Big: Large-scale marketing efforts are more profitable in the long run for B2B marketers than small, tactical moves. Focus on creating fewer, more effective creative campaigns. TL;DR: The B2B Effectiveness Code (from LinkedIn’s B2B Institute) assesses the creativity and effectiveness of business campaigns using more than 10 years of marketing data. TikTok: Domain Domination It’s really true — TikTok surpassed Google as the most popular domain globally. Apparently, the world’s largest search engine has nothing on the king of social media.   So what does this mean for future marketing?    SEO-minded content marketers have long-focused much of their efforts on Google website ranking (which is still an important factor), but the rise of TikTok might make you rethink your content strategy.    People are turning toward video content for entertainment and information more than ever before (and there's a how-to video for virtually everything on TikTok). The platform is projected to reach 1.5 billion monthly active users by the end of the year. So, continue to be on the lookout for segments of your target audiences beginning to embrace TikTok.       If you have a growing community on TikTok, consider redistributing some marketing investments to short video. As  the app continues to grow exponentially, the right TikTok strategy could drive more brand engagement than being on the first page of search results. So, prioritizing video content in your digital marketing strategy is a smart move.   But don’t forget that Google is still an essential search engine — the top spot frequently fluctuates between the two domains.   TL;DR: TikTok recently surpassed Google as the most popular global domain. Marketers should consider major audience shifts when creating content and continue to prioritize short video. What Lit Us Up Makeup (Life After) Love The key to a successful brand campaign? Cher.   MAC Cosmetics enlisted the music icon, among other prominent entertainers and influencers, for its #MACChallengeAccepted effort across social media, which demonstrates the lasting quality of MAC’s products while confronting societal beauty standards. To really drive the products’ staying power home, influencers will assess the cosmetics company’s attributes in creative ways — like skydiver Maja Kuczynska, who will demonstrate the makeup’s weightlessness by jumping out of a plane. This campaign really takes off from there,  encouraging makeup-lovers to respond on social media with their own daring approaches to put MAC’s high-performance products to the test.    Cher? Skydiving? Go big or go home, MAC.    This is the cosmetic giant’s first brand-focused social campaign in more than three years (as opposed to product promotion), and it will run across Facebook, Instagram, Snapchat, TikTok, and YouTube. By tapping into various influencers (with anywhere from 200,000 to 2 million followers) and engaging customers in a digital-first trend like a makeup challenge, MAC is broadening its social presence while more closely connecting with its key audiences. The participatory challenge presents ample opportunities for makeup artists to spread creativity with user-generated content. With an omnichannel approach and a little bit of star power, MAC brings the marketing glamour in this brand campaign.   TL;DR: MAC Cosmetics utilized strategic influencer marketing, an omnichannel approach, participation-based trends, and Cher, in its alluring social movement.  ICYMI Instagram's Chief Outlines the Key Areas of Focus for the App in 2022 via Social Media Today Pinterest Adds Reply With Idea Pin Option via Pinterest TikTok Tests Its Own Version of the Retweet With a New ‘Repost’ Button via TechCrunch (Was this email forwarded to you? Sign up here.)       Copyright © 2021 Tier One Partners is a full-service PR, digital, and content marketing agency that helps companies thrive in ever-changing business climates. Our integrated marketing campaigns turn B2B and B2C innovators in technology, digital healthcare, financial services, manufacturing, and marketing services into category leaders by steadily aligning their mission to the most pressing challenges and opportunities of our time. For more information visit: tieronepr.com 129 South St., Boston, MA 02111 \| 125 S. Clark St., Chicago, IL 60630 Unsubscribe \| Manage Preferences Tier One Partners, 129 South St, Boston, MA 02111, 617-918-7060 Unsubscribe Manage preferences |
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