The Scoop: 9.20.22
Wow! The big names in digital are making the rounds this week, with TikTok reshaping search behaviors, Netflix’s bold ad-revenue predictions,🤯 good old Amazon facing allegations around antitrust laws and of course the most important “headline” Adobe’s ‘2022 U.S. Emoji Trend Report’ – you’re welcome. ❤️
RIP to the Celebrity Influencer?
When Vogue declares a trend “dead,” it's usually on its way out. So what are we to assume now that Vogue Business has declared celebrity influencers "over”? No, it’s not a matter of influencers being over altogether. The global influencer marketing platform market is expected to have a compound annual growth rate of 31.9% between 2020 and 2027. “Celebrity” is the key word here. This seems to be reflected in Forbes Top Creators 2022 list, featuring the highest-earning, most influential social natives revolutionizing entertainment and advertising in the creator economy. Scanning the list, you may think that a combined 1.9 billion followers among these creators makes each one a celebrity, but not in the traditional sense of box office or #1 hits. Looking further past “celebrity,” even the fashion industry is arguing that influencers have to bring something more than star power. Business of Fashion makes the argument for hiring influencers with day jobs who have amassed their following because their audience is interested in their niche content and credibility. This can be applied in any industry that knows its customers are more likely to trust an authentic expert with real ties to a campaign.
Sources: Business of Fashion, Forbes, Statistica, Vogue Business
Speaking of Celebrities, They Get Colonoscopies, Too!
As video content continues to be the top format by which we consume information, health care marketers are starting to focus on channels outside of social to really push video campaigns that have sharing power. Disease awareness has always been at the forefront of company mission statements, marketing campaigns and product innovation, but creating content that is digestible, easy to understand and watchable is a new trend. We’re also seeing more of a focus on content that dispels myths about certain diseases and why – very important in an era where misinformation can catch fire online. With the rise of TikTok and other platforms trying to keep up, consumers are signaling that they want content that is relevant to their interests, life and daily health care obstacles. Celebrities are even using their influence and personal experiences by filming up close what happens in procedures such as colonoscopies to encourage people to get checked.
Sources: CBS News, The Drum, WSJ, Hubspot
Platforms Are Long on Short-Form Video
Between TikTok, Instagram Reels and YouTube shorts, the push for short-form video content can seem like a big jump for those who are new adopters. Well fear not – TikTok and YouTube are here to help! Both companies recently launched an initiative to help marketers and creators leverage their platforms the best ways possible. TikTok’s new video series outlines key topics brands should know, such as creating a business account, creating and uploading clips, and setting up an Ads Manager profile. YouTube’s 31-page guide covers “everything from creating your video clips, to editing, to trend tips, analytics and more.”
You can check out TikTok’s full tips overview here.
You can download YouTube’s “The Shorter Side of YouTube” guide here.
Sources: Social Media Today – YouTube, Social Media Today – TikTok, YouTube, TikTok
Media and Social Media Respond to Queen Elizabeth’s Death
In the aftermath of the announcement that Queen Elizabeth II had died, leaders and celebrities from across the UK, Commonwealth Nations and the world responded with tributes and messages of condolence. While the global community mourned the Queen’s death, media corporations, social platforms and broadcasters were forced to react quickly and respectfully. But her death and the scale of the response marked unchartered territory. In the UK, TV and radio networks suspended regular broadcasting to run extended rolling news coverage, and some of the largest publishers, broadcasters and platforms – including Twitter, Snapchat, Channel 4, ITV, Sky News, the Daily Mail and Bauer Media – responded by pausing advertising. Digital out of home displays across bus stops, train stations, airports and the London underground were replaced with tributes to the Queen. Although we may not see this unprecedented scale of reaction across media and social media again, it serves as a good reminder to put safeguards and processes in place to stay agile and reactive to world events. When the world is watching, you need to get it right. No one wants a headline like this to be written about them.
Sources: The Drum, The Guardian, Marketing Week
And in Other News…
Nearly half of Americans say that how a pharma company communicates with them is just as important as how effective their treatments are. Find out why consumers view pharma brands as lifestyle brands.
Even with the FTC mulling a rewrite of data privacy rules, don’t expect change to come soon.
Contributing Writers and Editors: Nick Cardillo, Ricki Kahn, Lauren Fernández Meihls, Nia Roberts, Jennie Szink and Bre Thomlison
Real Chemistry’s The Scoop is brought to you by an editorial collective, featuring industry updates and insights from subject matter experts across social media, digital and influencer activation teams.
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