Mediaboss Marketing

The advertising industry is changing. With the phasing out of third-party cookies, the ability for global iOS users to opt out of app tracking, and the rapid shift from social media to social entertainment, 2022 is being defined by brands transforming their marketing strategies to prioritize organic content.

Its no secret that the digital media landscape is undergoing its biggest evolution since its inception. Last year, TikTok surpassed Google as the most popular website on the internet, causing many traditional social channels to begin prioritizing short-form video over static content.

In the early months of 2022, brands began building their video strategies by looking to creators for partnerships and inspiration. Creators have built their careers around entertainment, and the content pillars and trends that guide short-form video channels are influenced by them.

Creator partnerships are proving to be the most effective way for brands to maximize their advertising ROI in social entertainment. In this report, Dash Hudson delivers industry-leading insights into the relationships between companies and creators, including:

Emerging innovations from the worlds most important brands, including the monetization of creators and the rise of virtual influencers

The most important KPIs and performance benchmarks to help brands measure the impact of every influencer and creator relationship

A spotlight on the media, retail, beauty and fashion industries, with case studies from Hulu, Mecca Max, Christopher Kane, Instacart and more

Marketers looking for sustained growth in the wake of the changes to targeted advertising are planning for entertainment-driven social strategies moving forward, and it all starts here with Dash Hudsons Content Creator Marketing Report.

Download the report for free.

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Creator Marketing: Everything You Need To Know About The Next Era Of Influencers - The Drum

June 16, 2022

by Pete Rosenbery

CARBONDALE, Ill. Hong Cheng, dean and professor in the School of Communication at Loyola University Chicago, will be the dean of the College of Arts and Media (CAM) at Southern Illinois University Carbondale. Cheng will begin his duties at SIU on July 1.

Cheng, a scholar of international communication and mass media, has been at Loyola since 2019. Prior to that, he was director and professor of the Richard T. Robertson School of Media and Culture at Virginia Commonwealth University, beginning in 2013.

SIUs excellent reputation was attractive

Cheng said he is excited by the opportunities and potential for the new college, which was launched July 1, 2021. Cheng noted that he has been familiar with the programs within the college for years and looks forward to helping shape its future.

My goal for the college is to make it a mission-driven, distinctive and recognized national and international leader in arts and media education, research and creative work, he said. With its commitment to diversity, inclusion, equity and accessibility, as well as public good, and through innovation and collaboration, the college will foster technologically proficient, culturally competent and socially responsible artists, designers, scholars, storytellers and leaders, who will thrive in the 21st-century global market and in the age of artificial intelligence.

The college consists of six academic units in both undergraduate and graduate levels: the School of Architecture, School of Art and Design, School of Journalism and Advertising, School of Media Arts, School of Music, and the School of Theater and Dance. The college boasts a range of nationally accredited and internationally recognized programs, composed of a diverse faculty of respected scholars and award-winning creative professionals.

Impressive academic, scholarly background

Meera Komarraju, SIUs provost and vice chancellor for academic affairs, said people who met with Cheng noted his academic and administrative experience.

Dr. Cheng has an impressive record as a professor, scholar and leader, and he has extensive international experience, Komarraju said. He will play an important role as the university implements its new strategic plan, Imagine 2030, which includes pillars addressing student success and engagement, innovation in research and creative activity, as well as diversity, equity and inclusion.

Cheng said he believes his extensive and progressive experiences as a faculty member and administrator will well translate into his leadership and service for the college, along with helping him fully understand the needs of CAM students, faculty and staff, and effectively support their initiatives and endeavors. That includes his experiences in diversity and inclusion, interdisciplinary collaboration, and global and local engagement.

He said he is especially thrilled by the colleges plan for shaping its identity, developing innovative interdisciplinary academic and research activities, and reaching out to alumni and other constituencies.

To me, SIUs launch of this newly organized college is a visionary and smart move, which has brought together creative fields and has established a model for interdisciplinary education, Cheng said. I believe the newly organized CAM promises ample opportunities for both the college and all its schools and has enormous potential for regional, national and international recognition.

Varied international experience

Cheng earned his doctorate in mass communications from Pennsylvania State University and a masters degree in international journalism from Shanghai International Studies University. His experience also includes professor in the E.W. Scripps School of Journalism at Ohio University and associate professor of the Slane College of Communications and Fine Arts at Bradley University.

His research interests are international communication, cross-cultural advertising and global social marketing. He is associate editor of Journalism & Mass Communication Quarterly and a former associate editor of the Asian Journal of Communication. He is a co-author of Becoming a Media Savvy Student and has edited or co-edited several other books.

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SIU names new dean for the College of Arts and Media - SIU News

June 17, 2022

Video available at: https://youtu.be/6IpEO0-HPEk

New Funding Included for Anti-Discrimination Legal Services; Family Acceptance Programs for LGBTQ+ Youth; Transgender, Gender Non-Conforming, and Non-Binary (TGNC/NB)-led Nonprofits; and Social Services Towards LGBTQ+ Youth HomelessnessInvestments Developed as Result of Mayoral Roundtables Led by Transgender People of Color and LGBTQ+ Community

NEW YORK New York City Mayor Eric Adams, the Mayors Office of Equitys Unity Project, and the New York City Department of Youth & Community Development (DYCD) today announced an investment of nearly $6.7 million to provide new and expanded services for the LGBTQ+ community. These new services provide wide-ranging support that include first-of-its-kind funding for capacity building of transgender and gender non-conforming (TGNC)/non-binary (NB)-led nonprofits, legal services, and support for homeless youth.

The investments demonstrate the interagency coordination between the Office of Equitys Unity Project, DYCD, the New York City Department of Consumer and Workforce Protection (DCWP), the New York City Department of Health and Mental Hygiene (DOHMH), the New York City Department of Social Services (DSS), and the Mayors Office of Criminal Justice (MOCJ) to address gaps and expand services for LGBTQ+ New Yorkers. With these new investments, New York City honors and strengthens its legacy as the home of Stonewall and the birthplace of the LGBTQ+ rights movement.

These new investments that we are unveiling today, which weve been working to develop for months with community stakeholders, sends a clear message to our LGBTQ+ family that New York City hears you, sees you, and embraces you, said Mayor Adams. As the home of Stonewall and the birthplace of the LGBTQ+ rights movement, New York City has an obligation to continue to lead the way, and we are doing just that with robust community investments and new programming. Pride is more than a celebration, it is a call to action. We are proud to invest nearly $6.7 million to support our LGBTQ+ youth, to put real dollars into transgender, gender nonconforming, and non-binary focused nonprofits, and to take a critical step forward to creating a more equitable New York City. Thanks to everyone who participated in our LGBTQ+ and transgender people of color roundtables, helping to inform the substance of this important initiative. Led by our Office of Equity and leadership across our administration, City Hall will continue to champion and support New Yorkers of every identity.

Pride is a time for LGBTQ+ New Yorkers to celebrate who they are, their hard-won victories, and their extraordinary resilience and brilliance. During Pride and every other month, New York City remains committed to ensuring LGBTQ+ New Yorkers are safe, healthy, and supported while fulfilling its historic legacy. The $6.7 million package announced today was developed partly after conversations between Mayor Adams and the administration-led roundtables at City Hall alongside LGBTQ+ and transgender people of color.

Todays announcement demonstrates how we continue to center equity across city government, saidDeputy Mayor for Strategic Initiatives Sheena Wright. These new and expanded programs led and supported across seven city agencies and offices will invest in organizations that understand theimportance ofcommunity while supporting and empowering LGBTQ+ New Yorkers.

Todays investment in expanded services for our LGBTQ+ community means creating spaces where people are more seen, understood and served, said Deputy Mayor for Health and Human Services Anne Williams-Isom. Investments like these, permeated with equity and inclusion, mean an improved quality of life -- for everyone.

The Office of Equity is proud to partner with our city agencies to develop and fund solutions that directly tackle disparities we know are impacting our LGBTQ+ community, saidMayors Office of Equity Commissioner Sideya Sherman. Our work doesnt stop here. Through the NYC Unity Project, we will continue to build and strengthen our citys work to support and serve this community and ensure we are advancing equity across city programs and policies.

Protecting and promoting the physical and mental health of New York City means building a healthcare system and ensuring health and social services are tailored to the needs of individuals and communities with unique needs, said Health Commissioner Dr. Ashwin Vasan. These investments will promote a system of care and supports for LGBTQ+ New Yorkers that guarantees dignity, respect, sensitivity, and high quality of care, in ways that for too long have not been protected.

To experience homelessness, especially as a LGBTQ+ youth, compounds numerous stressors that can be challenging to overcome, said DCWP Commissioner Vilda Vera Mayuga. By arming these youth with tools to improve their financial stability, they will be more empowered in all aspects of their lives and be more prepared to avoid homelessness in the future.

This unprecedented investment in LGBTQ+ New Yorkers is particularly impactful on the lives of youth and young adults who face a significant number of obstacles in findingemploymentand a safe, welcoming environment to stay, saidincoming DYCD Commissioner Keith Howard. DYCD is proud to team up with oursister agenciesand community partners to connect young people to critical support servicesdrop-in centers, financial literacy, and employment opportunitiesand to provide capacity building support to organizations that serve the transgender, gender non-confirming, and non-binary communities.

This investment represents a commitment to a safer and fair city for all New Yorkers through an expansion of services for our LGBTQ+ community, said Deanna Logan, director, Mayors Office of Criminal Justice. Todays announcement is the continued realization of Mayor Adams promise to support New York Citys vulnerable communities, especially those impacted by hate and discrimination.

It is critical that we support our homeless and most vulnerable LGBTQ+ neighbors thats why the Department of Social Services is proud to support Mayor Adams historic investment inLGBTQ+ services and supports," saidDSS Commissioner Gary P. Jenkins. In the midst of these ongoing attacks across the country against the LGBTQ+ community, the $6.7 million investment says loudly and proudly that New York City will once again lead the nation in efforts to serve and protect LGBTQ+ individuals and that New York, the birthplace of the LGBTQ+ movement, will remain a beacon for freedom and equality."

New York City would not be the place it is without its vibrant, diverse LGBTQ+ community, said Ronald Porcelli, senior policy advisor, NYC Unity Project. As the home of Stonewall, New York City continues to lead the nation in LGBTQ+ rights and policy. These investments ensure the NYC Unity Project can expand its innovative, interagency programs to support and empower the NYC LGBTQ+ community.

The Peer Navigation and Financial Literacy Programs for Runaway and Homeless Youth (RHY) were prioritized as necessary interventions by young people through our recent Youth Homelessness Demonstration Program planning efforts, said Cole Giannone, senior advisor for youth homelessness to Deputy Mayor for Health and Human Services Anne Williams-Isom. These new programs will both provide employment to young people who experienced homelessness help their peers navigate their experiences and provide historic infrastructure within our eight RHY drop-in centers. Investments to address youth homelessness inherently support LGBTQ+ youth given their overrepresentation in the population and we are very excited to launch these initiatives in partnership with the community.

Funding will support:

Culturally Competent Civil-Legal Services for LGBTQ+ Community ($1 million)

Family Acceptance of LGBTQ+ Youth ($1.5 million)

Peer Navigators and Financial Literacy for Runaway and Homeless Youth ($3 million)

TGNC/NB-Led Non-Profit Capacity Building Innovation Grants ($183,500)

Faith-Based Healing Initiative for LGBTQ+ New Yorkers Who Have Experienced Religious Hate ($350,000)

HIV and Sexual Health Services and Programming ($400,000)

LGBTQ+ Health Care Bill of Rights and DOHMH Transgender Health Booklets (150K)

We at Destination Tomorrow are excited about the mayor's over $6 million investment in the LGBTQ community, said Sean Ebony Coleman, founder and executive director, Destination Tomorrow. This commitment, which focuses on the most vulnerable, is an important first step towards equity. We are also delighted that the mayor chose our Bronx center as the location for his announcement as this highlights the fact that many LGBTQ folks live, work and thrive here in the outer boroughs, and that we are in need of support and resources too.

The mayor is continuing to champion the rights of LGBTQI+ in New York City and accelerating the march towards full equality, said Rev. Dr. Vanessa M. Brown, Rivers of Living Water Ministries. It is important that we in the faith community take seriously the healing of inherited traumas from our religious traditions and our families. We must make every effort to support our LGBTQI+ youth and families.

We are thrilled to see the mayor's office make this very targeted and intentional investment in our community, said Elisa Crespo, executive director, The NEW Pride Agenda. This is the result of advocates expressing their concerns and government hearing the calls and taking action. This new funding will support organizations who serve the LGBTQ community, particularly trans-led organizations who have bore the brunt of inequitable funding for far too long. We look forward to working together with the mayor's team to continue advancing our communities priorities.

"I'm extremely happy to see over $6 million in new funding has been allocated by Mayor Adams for programs that will benefit our LGBTQ community, said Carmen Neely, president, Harlem SGL-LGBTQ Center. This clearly shows the mayor has our community in his heart, that he cares and is invested in our well-being, which is right in line with his long record of helping our LGBTQ community.

Stonewall CDC applauds the adoption of the new budget and the mayors investment in our community. We look forward to working together to address the critical issues impacting New York Citys LGBTQ+ older adults, said Sayief Leshaw, program director, Stonewall Community Development Corporation.

Equity must be transformational and radical, it must prioritize those communities historically erased and stigmatized for it to have true impact, said Kiara St. James, co-founder and executive director, New York Transgender Advocacy Group.

Which is what Mayor Eric Adams culturally-competent civil-legal services is intentional in addressing through a wholistic and nuanced lens. It is a new day! A new era! In NYC!

Callen-Lorde is heartened to see that Mayor Adams is responding to the needs of New York Citys LGBTQ communities by committing $6 million to various legal, social service and health programs, said Jonathan Santos-Ramos, senior director of organizational planning and sustainability, Callen-Lorde. While there are many more needs to be met, we are especially optimistic that these investments will be focused in our BIPOC communities and will serve TGNB New Yorkers, runaway and homeless youth and others who historically have been marginalized. Callen-Lorde is a community health center, but we know that holistic health and well-being rely as much upon full access to competent and quality health care as it does on a government and society that values, supports and protects those so often underserved. We applaud the mayor for making these initial investments.

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Original post:
Mayor Adams Announces Nearly $6.7 Million Investment in new and Expanded Services for LGBTQ+ New Yor - nyc.gov

As it continues to lean into the short-form video trend, Meta is adding new ways for users to remix content into Reels on Instagram, while its also added the capacity to create Reels from your existing videos within Creator Studio.

First off, on IG as shown in this example, posted by Lindsey Gamble, some Instagram users are now being notified of a new Remix for photos option when posting static images in the app.

As Instagram explains, Remix for Photos enables users to create Reels based on your feed post content, which they can then download themselves, within their own clips. Which means that people can re-use your content however they like but you can switch off the option in your settings if youd prefer that not to happen.

Heres how it looks in practice:

Its another way to react to content in the app, which has become a popular use case on TikTok, with the participatory nature of the platform essentially building on meme trends by enabling users to provide their own takes, as opposed to just consuming the latest content.

Instagram now also enables users to remix any video they see in the app, providing more inspiration for Reels content and with Reels now contributing 20% of all time spent in the app, it makes sense for Instagram to lean into the trend where it can, and add more options for Reels engagement.

In terms of brand use, this could be particularly handy for inviting takes on new products or brand announcements, with users able to share a quick response via Reels clips. That could also lead to some lambasting of brand announcements via the same process, but getting your audience to interact with your posts could be a good way to boost reach and engagement.

On another front, Meta has also added the capacity to create Reels in Creator Studio, by remixing your existing videos into shorter clips.

As you can see in this example, posted by Facebook marketing expert Mari Smith (and shared by Matt Navarra), Meta is notifying Creator Studio users of its new process to trim your existing videos into Reels clips.

The process guides you through the editing process to create Reels and Stories clips, by using the best parts of your existing video uploads.

Its another way for Meta to help brands and creators merge into Reels content which aligns with broader usage trends, while also giving Meta even more Reels content to show to people, as it continues to seek out new ways to double down on short-form video trend.

Indeed, a new strategic overview from Meta has outlined how it plans to make Reels even more of a priority on Facebook, because of the way that short form video has become such a transformative trend in the social media space.

As per Facebook app chief Tom Alison:

Todays genre of public short-form video opens up new ways for people to create and discover content. While Facebooks discovery engine is designed to support many different formats (text, photos, video, and eventually Metaverse experiences), our biggest gap today is around short-form video, and were focused on integrating Reels in Home, Watch, In Feed Recommendations, and Groups.

So more Reels, in more places because Facebook, essentially, is scared that if it doesnt move into line with evolving consumer trends, that it will quickly lose relevance, and user engagement as a result.

Which is already happening. Various reports have suggested that people are now spending more time on TikTok than in the Facebook app, while the very nature of TikToks short-form, rapid scroll clips is actually altering user attention spans, and changing how people consume content.

In this sense, Facebook actually feels quite dated already, which is why its now working to catch up to TikTok once again, by displaying more Reels, more often, in more places within the app.

These new updates align with that broader trend, and will help to guide users towards the same.

Of course, there is also a chance that Meta will change tack at some stage and stop prioritizing Reels, as its done in the past with other video content. But again, the habitual nature of short-form video feels more permanent, in many ways, in changing how users interact.

Its definitely worth more brands looking to experiment with Reels, at the least, and these updates provide more capacity on this front.

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Meta Adds More Reels Creation Options in Instagram and Facebook - Social Media Today

NEW DELHI: Doctors and social media influencers are among those who will be subject to a new rule which mandates a 10% tax deducted at source (TDS) on freebies they receive from businesses for sales promotion.

A set of guidelines from the Central Board of Direct Taxes (CBDT) explains the circumstances in which the new tax deducted at source (TDS) provision which kicks-in from 1 July will apply. The provision was introduced in the Finance Act of 2022 to widen the tax base and to ensure that those who benefit from such sales promotion expenditure by businesses report it in their tax returns and pay tax on what the benefit is worth.

Social media influencers will liable to pay TDS if the equipment given for them as part of marketing efforts by a company is retained by the person. TDS will not apply if it is returned to the company, CBDT said.

Whether this (the product given for sales promotion activity in social media) is benefit or perquisite will depend upon the facts of the case. In case of benefit or perquisite being a product like car, mobile, outfit, cosmetics etc and if the product is returned to the manufacturing company after using for the purpose of rendering service, then it will not be treated as a benefit or perquisite for the purposes of section 194R of the Act (the TDS provision)," CBDT said. If the product is retained, then it will be in the nature of benefit or perquisite and tax is required to be deducted accordingly under section 194R of the Act, CBDT said.

Although legally speaking, sales discount, cash discount and rebates allowed to customers from listed retail price represent benefits, subjecting these to tax deduction would put seller to difficulty. Therefore, to remove such difficulty, CBDT has clarified that no tax is required to be deducted under section 194R of the Income Tax Act on sales discount, cash discount and rebates allowed to customers.

However, the situation is different when free samples are given. The relaxation does not apply to free samples. The instances, when TDS would apply include perquisites in cash or in kind such as car, television, computers, gold coin, mobile phone, foreign trips and free tickets for events given to promote sales.

Free medicine sample provided by a company to a doctor who is an employee of a hospital, or is a consultant, is also covered by the TDS provision. The TDS has to be deducted in the hands of the hospital on account of the doctor being an employee of the hospital. The hospital may subsequently treat this as a benefit given to the doctor, deduct income tax on it and claim deduction for this as salary expenditure.

In such a case it would be first taxable in the hands of the hospital and then allowed as deduction as salary expenditure. Thus, ultimately the amount would get taxed in the hands of the employee and not in the hands of the hospital. Hospital can get credit of tax deducted under section 194R of the Act by furnishing its tax return," CBDT said.

While the CBDT circular provides relief to manufacturers, dealers and distributors by excluding tax to be withheld on sales discount, cash discount and rebates, applicability of withholding tax provisions to free samples will have a wide impact. Several aspects such as the definition of benefit or perquisite, withholding tax on loyalty points, wallet money or online credit which expire, etc. still remain unaddressed. These aspects may require taxpayers to take positions in absence of specific clarification," PwC said in an analysis.

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Doctors, social media influencers required to pay TDS on freebies from 1 July | Mint - Mint