Weekly Marketing News, 11th June 2021

June 14th, 2021 by

This week we’ve seen huge Instagram updates, Wasteminister, viewer loyalty, TikTok ban dropped, Burger King trolls competitors, the impact of sound on TikTok, Facebook smartwatch and YouTube copyright changes. 

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Each week, Socially Powerful get together and share industry news and what is inspiring us from The World of Social Media, Advertising, Influencer Marketing, Gaming and more…

INDUSTRY NEWS

1. Donald Trump-era ban on TikTok dropped by Joe Biden

President Joe Biden has revoked an executive order from his predecessor Donald Trump banning Chinese apps TikTok and WeChat in the US. The ban faced a series of legal challenges and never came into force. Instead, the US Department of Commerce will now review apps designed and developed by those in “the jurisdiction of a foreign adversary”, such as China.

PLATFORM NEWS

2. Instagram rolls out several updates to branded content

Creators can now tag up to two brands in a single piece of branded content, and each brand will be able to see the other before approving. Creators can also request approval from a brand and publish their content while awaiting a response, and that content will appear with the paid partnership label but without a brand name until approval is granted.

3. Instagram will let creators earn shopping referral commissions, part of Facebook’s monetisation push

Instagram will begin testing a native affiliate tool that will let creators earn commissions for purchases made by followers based on their recommendations. Sellers set their own commission rates, and affiliate posts will be labeled “Eligible for Commission” so users know their purchase will support the creator.

4. YouTube adds new tools to detect copyright violations and block them within the upload process

YouTube is rolling out some new options to give users more capacity to stop copyright violations in uploads, and detect potential IP infringements within the app. A new element in the copyright claim process which will enable creators to tick a new box when reporting a copyright violation in order to ‘Prevent copies of these videos appearing on YouTube going forward’ in the detection/removal options.

TECH NEWS

5. Facebook plans first smartwatch for next summer with two cameras, heart rate monitor

Facebook is taking a novel approach to its first smartwatch, which the company hasn’t confirmed publicly but currently plans to debut next summer. The device will feature a display with two cameras that can be detached from the wrist for taking pictures and videos that can be shared across Facebook’s suite of apps, including Instagram.

INSIGHTS

6. Video game influencers draw the most loyal fans, and media companies can learn from them

YouTube creators, especially in the video game sector, have easily the most loyal online audiences measured in a new survey by Tubular Labs. YouTube viewers watching gaming content are 53 percent more loyal i.e. provided “repeated viewership across digital audiences” – than the average YouTube audience member. Dependable, repeatable content produced by Gaming, Entertainment and Sport categories delivers more repeated viewership than Travel and DIY categories, which lend themselves better to one-off viewing.

7. Kantar report: How brands are making noise and driving impact with sound on TikTok

On TikTok, sound isn’t just the extra furniture or an afterthought: it’s fundamental to the platform. Users create with sound as their starting point. They engage with audio in a new and different way that enhances its ability to elicit emotion and forge meaningful connections. What makes sound different on TikTok?

WORK WE LIKE

8. Wasteminster: A Downing Street Disaster

Greenpeace recreated what would happen if the plastic waste exported by the UK in one day was dumped on 10 Downing Street. The powerful advert highlights how much plastic waste the UK dumps on other countries by showing what it would look like piled up on Boris Johnson’s doorstep. 

9. Burger King trolls Chick-fil-A with LGBTQ donations during Pride

Burger King will make a donation to the Human Rights Campaign (HRC) for every Ch’King menu item sold during Pride month. Through June 30, the chain will contribute 40 cents per chicken sandwich sold, with a maximum donation of $250,000, per the brand’s tweets. The brand says the deal is applicable “even on Sundays,” likely a shot at competitor Chick-fil-A, which is closed on Sundays and has a history of donating to anti-LGBTQ charities.

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