You Earned ItLooking to up your measurement game in 2021?
The Complete Guide to Earned Media Measurement is an essential resource for your marketing communications team. Learn how to successfully plan and execute a measurement strategy that provides the qualitative and quantitative data you need to take your earned media program further. From the KPIs that will propel your business forward to data storytelling tips and tricks that will bring your metrics to life, our guide provides you with the tools you need to build a modern earned media measurement program.
Content With ItIt’s a creator's world and we’re all just living in it — so, it’s no surprise LinkedIn is the latest platform to key in on its most valuable community: content creators. The company is building an internal creator management team, designed to help support users, amplify their voices, and improve the overall experience on the platform at scale.
This team-building news foreshadows LinkedIn’s increased focus on content creators, especially as it reports a 50% growth in content shared year-over-year in 2020. First, the added support for creators likely means LinkedIn will prioritize posts from creators and incentivize them to share more. There’s also potential for a future marketplace to connect marketers with relevant influencers for LinkedIn campaigns — a huge (promotional) bonus for both individuals and brands in terms of reach and potential influence.
While most of this is speculative, one thing’s for sure: It’s important that you keep up with this platform and the impending updates — especially if LinkedIn is a key pillar of your brand’s digital marketing efforts.
TL;DR: LinkedIn is the next platform to launch a dedicated effort to support its content creator community, which drives conversation, engagement, and traffic to the platform.
I Stream, You Stream, We All StreamThere’s going to be a few more folks asking “Are we live??” on our favorite Instagram livestreams — the platform just announced it’s launching multi-participant video chats within the next few weeks.
Right now, Lives only accommodate a host plus one “guest.” Live Groups will let four users participate at once, allowing for more perspectives and discussion. While the expansion of Lives has been in development longer than we’ve been in lockdown, the massive increase in audio livestream platforms (*cough* Clubhouse *cough*) shows people want more authentic content and real-time connections. The addition of multi-person streams provides another way for Instagram to maximize that trend.
Larger IG Lives will allow marketers to connect with their audiences in more genuine, direct ways: Executives could conduct interviews, collaborate with influencers, invite customers onto streams, and hold live Q&As with multiple participants. Although no official date has been announced, we’d bet this feature will be “live” [pun intended] sooner rather than later.
TL;DR: Instagram plans to launch multi-participant IG Lives, jumping on the audio livestreaming trend.
What Lit Us Up
Absolut’s Love LanguageSo, you wanna talk about love? Absolut-ly. But first, let’s start with these two facts: Pandemic lovin’ looks a little different than what we’re used to, and stay-at-home orders have led to an increase in consumption of adult bevs. These two claims charged Absolut’s unlikely campaign to remind audiences of what it means “to be open to others and to love with respect and compassion” — even when we’ve been shut off from the world and shut in with our loved ones for … longer than anticipated.
Absolut’s socially aware and responsible campaign takes a unique twist on the industry standard messaging of “Drink Responsibly” by emphasizing the importance of celebrating love in all forms. The brand encourages users to spread more responsible love in the world through pictures, videos, and text on social media with the #LoveResponsibly hashtag.
Instead of pushing an uber-cheesy V-day promo, the liquor brand identified a pain point shared by many of its customers and offered its perspective. For #LoveResponsibly, Absolut acknowledged even though alcohol can bring people together, it has a tendency (when over-consumed) to diminish our ability to empathize with each other — something that’s so needed these days.
It may seem counterintuitive to run a campaign on the potential negative effects of your product, but, executed well, it can be an authentic way to establish a platform around common industry issues in a way that deepens relationships and builds trust with audiences. Companies should strive to be self-aware and sometimes that means being an active constructive critic of themselves to address the not-so-greats. You may end up receiving even more love for it.
TL;DR: Absolut launches its Drink Responsibly, #LoveResponsibly campaign to highlight the importance of celebrating love and remind consumers of the potential negative effects of overconsumption.
|
-1.png?upscale=true&width=346&upscale=true&name=Tier%20One%20logo_color%20(1)-1.png)
