Mediaboss Marketing

Dive Brief:

The latest campaign for the ongoing Dove Self-Esteem Project aims to raise awareness about the harmful effects of social media on young girls, amid a surge in usage during the pandemic as children spent more time in isolation. The campaign marks an extension of the brand's landmark "Campaign for Real Beauty" to help build confidence in women and children. Previously, Dove teamed with creator Lena Waithe for an IGTV series targeting teens as they experience adolescence and higher rates of body image issues.

Centering the new campaign is the short film, "Reverse Selfie," which shows a rewound view of a young girl putting on makeup and using photo-editing software to enhance her features before posting a picture on social media to gain the approval of her peers. The spot ends with a message urging viewers to have "the selfie talk" with "a girl you love" to help combat the damaging effects of social media. The film is reminiscent of Dove's short film, "A Selfie," which the brand released three years ago to show how social media images can be staged.

The latest Dove campaign is rooted in a survey that found 80% of Canadian girls have downloaded a filter or used an app to change their appearance in selfies by age 13. About two-thirds (67%) of girls ages 10 to 17 have tried to change or hide at least one bodily feature before posting a photo online, while 59% of girls who are insecure about their bodies regularly distort pictures before sharing them on social media. In addition, 37% of survey respondents said they don't look good enough without any photo editing.

Girls said they would feel more confident if images on social media more accurately reflect the way they look in real life, with 67% agreeing that they wouldn't feel judged and 66% saying they would be less worried about their appearance. Sixty-three percent of girls said they wished the world would focus on who they are as people rather than what they look like. The study findings indicate that girls need help in using social media "in a positive way, making it more about self-expression and less about validation," according to Dove.

With 30% of parents saying they have talked to their kids about the pressures of social media, Dove aims to motivate more people to have those discussions with its online "confidence kit." The 32-page booklet outlines how children who spend the most time on social media tend to feel worse about themselves, and how parents and teachers can initiate a "selfie talk" to urge kids to turn social media into a more positive experience. The tips include steps such as unfollowing accounts that don't make them feel good, and using the privacy features on apps like Instagram.

Dove's campaign follows efforts to promote inclusivity in advertising and redefine the public perception of beauty. In South Africa, the brand last month offered to subsidize the cost of hiring diverse talent incurred by other brands as part of its Project #ShowUs to create a collection of images that depict a more inclusive vision of beauty for advertisers and media outlets. Parent company Unilever also said it would stop using the word "normal" in the advertising and packaging of its beauty and personal care brands, a reflection of its push to be less exclusionary. More broadly, Unilever has made social inequality a higher priority, along with fighting climate change.

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Dove urges parents to have the 'selfie talk' about harmful effects of social media - Marketing Dive

This innovative brand-new marketplace allows businesses to connect with different categories of social talent to up their online marketing game.

LONDON, UK / ACCESSWIRE / April 22, 2021 /Influencer Hacki is an online platform that allows businesses to quickly go online and findcontent creator, PR executive oreven a journalist to help them with several service categories pertaining to the marketing industry. For example: writing a press release, arranging celebrity endorsements or hiring content creatorsto leverage a specific product.

Traditional marketing as we speak is no longer profiting for businesses,let alone helping themstay on top of their competition. The attention of millions of people - potential buyers - is poured into social media every single day. Socialmarketing has become the cornerstone of a successful and dynamic marketing strategy.

Influencer Hacki's mission was born because ofthe hardships businesses go through when trying to stay up-to-date and up-to-trend. Professionals such as vloggers, journalists, PR executives and even celebrities can be found on the platform according to the company's respective niche. Segmentation is key and Influencer Hacki understands that premise.

This target-hitting form of marketing uses product mentions and endorsements from individuals who are considered experts in their respective niches. Such peoplehave established a large base of followers who trust their opinions. Being recommended by these content creatorssends out a message about a brand that prospective consumers absorb into their persona. This later leads them to make a purchasing decision towards certain products instead of others. Currently, it is one of the best ways to generate substantial returns for every penny your marketing budget has. As companies realise these benefits, more and more businesses incorporate influencer marketing to boost their performance.

A representative from Influencer Hackistated: "A lot of businesses understand the power of social marketing. As much as they intend to integrate it into their existing strategy, they often find it challenging. Seeking and reaching out to the adequate social talent is not easy; many businesses simply do not know where or how to begin. Taking that brick wall into account, we decided to streamline and ease out the way for reaching social talent.

Each professional can provide a wide variety of services to businesses, from proposals to elevate brand awareness up to sales increasing targeted actions. For instance, a vlogger can custom craft video content intended to grow the customer's base with a specific demographic. Mentioning, reviewingand recommending a product or service are the most common practices to grab the potential consumer's attention. With Influencer Hacki, it will be the right potential customer.

Concerned Person Name: Natalie CollinsCompany: Influencer HackiWebsite: http://influencerhacki.com/Official Email: support@influencerhacki.com

SOURCE:Influencer Hacki

View source version on accesswire.com: https://www.accesswire.com/641844/Influencer-Hacki-A-SaaS-Platform-to-Connect-Your-Brand-with-Content-Creators-Vloggers-Journalists-and-Celebrities

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Influencer Hacki: A SaaS Platform to Connect Your Brand with Content Creators, Vloggers, Journalists and Celebrities - IT News Online

Is influencer marketing part of your 2021 digital marketing plan?

It certainly is for a rising number of brands, with newer platforms and formats making it more difficult to keep up with the latest trends, and ensure that they're maximizing their messaging on every platform.

That's especially true of an app like TikTok, which really requires specific audience knowledge and understanding to tap into the organic feel of the app, and connect with its audience. Indeed, the best ad campaigns, according to TikTok, are those that most closely align with the way regular users engage - and unless you're active on the platform every day, that can be difficult to replicate.

So what tactics are digital marketers seeing the most success with in influencer marketing, and how are experienced agencies looking to allocate their influencer marketing budgets this year?

To shed some light on this, Linqia recently surveyed over 163 enterprise marketers and agency professionals, from a variety of industries, to learn more about their use of influencers, and how they're looking to evolve their strategies in the year ahead.

You can read the full report here(via email sign-up), but in this post, we'll take a look at some of the key findings.

First off, Linqia found that the vast majority of those surveyed indicated that they're looking to increase their influencer marketing budget in 2021, following on from their experiences last year.

As per the report:

"71% of enterprise marketers who knew how the marketing budget would be allocated in 2021 said that their influencer marketing budgets would increase over 2020. Thats a large increase from our 2020 report when only 57% said they planned to increase their budget."

The data suggests that more brands are seeing results from their influencer marketing efforts, which is further reinforced in relation to this question on influencer content versus brand-originated efforts.

This underlines the fact that people on social media relate more to other people than they do brand entities, which is an important element to consider in your planning.

Linqia also found that micro-influencers - those with between 5k and 100k followers - are the most common focus for brand campaigns.

"Micro-influencers have always been the top choice for marketers in our annual survey, but this year, there was even stronger demand for this powerful group. In this years survey, 90% of marketers selected that they wanted to work with micro-influencers, up from 80% in 2020."

While big-name celebrities are the ideal, that's not an attainable goal for most brands. Influencers with smaller audiences tend to not only be more cost-effective, but they can also have stronger connection to their communities, that they've built through more direct engagement and interaction. That can make their endorsements more powerful, driving more sales.

Even if you're not reaching the biggest possible audience, you may well be reaching the most lucrative one for your efforts with these creators.

Linqia also found that most influencer campaigns utilize between 5 and 10 influencers at a time, helping to spread the messaging over a broader audience pool.

And while Instagram remains the main platform of focus, take a look at how TikTok has risen in demand over the past 12 months.

Interesting to note the appearance of Instagram Reels her also, while Snapchat and Twitter were just below Pinterest - and ahead of gaming platform Twitch.

There are some interesting notes here - likely nothing beyond what most would expect, but it is interesting to see the rising demand for TikTok expertise, and the various tactics most common amongst other marketing teams.

Will that influence your influencer marketing approach?

You can read Linqia's full State of Influencer Marketing 2021 report here.

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New Report Looks at the Most Effective Influencer Marketing Approaches, and Key Platforms of Focus - Social Media Today

DUBLIN--(BUSINESS WIRE)--The "Global Marketing Automation Market: Size, Trends and Forecasts (2021-2025 Edition)" report has been added to ResearchAndMarkets.com's offering.

This report provides an in depth analysis of the global marketing automation market by value, by deployment type, by channel, by enterprise size, by solution, by application, by region, etc. The report also provides a regional analysis of the marketing automation market, including the following regions: North America (the US & Canada), Europe (UK, Germany, Spain & Rest of Europe), APAC (China, India, Japan, South Korea & Australia), and ROW. The report also provides a detailed analysis of the APAC market by value and by solution.

The report also assesses the key opportunities in the market and outlines the factors that are and will be driving the growth of the industry. Growth of the overall global marketing automation market has also been forecasted for the period 2021-2025, taking into consideration the previous growth patterns, the growth drivers and the current and future trends.

The global marketing automation market is highly fragmented with many market players operating worldwide. However, the competition in the global marketing automation market is dominated by few marketing automation market players.

Company Coverage

Marketing Automation is a software that manages marketing process automatically. The marketing automation is considered beneficial to the overall business and, in particular, to the marketing team. The marketing automation market can be segmented on the basis of deployment type, channel, enterprise size, solution and application.

The global marketing automation market has increased significantly during the years 2016-2020 and projections are made that the market would rise in the next four years i.e. 2021-2025 tremendously. The marketing automation market is expected to increase due to the increasing number of Gmail users, rising usage of social messaging apps, surging adoption of cloud computing technology, growing social media usage, escalating e-commerce adoption, growing trend of mobile marketing, etc. Yet the market faces some challenges such as data quality issues, problem of cyber security, high initial implementation cost, etc.

Key Topics Covered:

1. Executive Summary

2. Introduction

2.1 Marketing Automation: An Overview

2.1.1 Benefits of Marketing Automation

2.2 Marketing Automation Segmentation: An Overview

2.2.1 Marketing Automation Segmentation by Deployment Type

2.2.2 Marketing Automation Segmentation by Channel

2.2.3 Marketing Automation Segmentation by Enterprise Size

2.2.4 Marketing Automation Segmentation by Solution

2.2.5 Marketing Automation Segmentation by Application

3. Global Market Analysis

3.1 Global Marketing Automation Market: An Analysis

3.2 Global Marketing Automation Market: Deployment Type Analysis

3.3 Global Marketing Automation Market: Channel Analysis

3.4 Global Marketing Automation Market: Enterprise Size Analysis

3.5 Global Marketing Automation Market: Solution Analysis

3.6 Global Marketing Automation Market: Application Analysis

4. Regional Market Analysis

4.1 North America Marketing Automation Market: An Analysis

4.2 Europe Marketing Automation Market: An Analysis

4.3 APAC Marketing Automation Market: An Analysis

4.4 ROW Marketing Automation Market: An Analysis

4.4.1 ROW Marketing Automation Market by Value

5. Market Dynamics

5.1 Growth Driver

5.1.1 Increasing Number of Gmail Users

5.1.2 Rising Usage of Social Messaging Apps

5.1.3 Surging Adoption of Cloud Computing Technology

5.1.4 Growing Social Media Usage

5.1.5 Escalating E-commerce Adoption

5.1.6 Growing Trend of Mobile Marketing

5.2 Challenges

5.2.1 Data Quality Issues

5.2.2 Problem of Cyber Security

5.2.3 High Initial Implementation Cost

5.3 Market Trends

5.3.1 Integration of Artificial Intelligence (AI) with Marketing Automation Software

5.3.2 Increasing Focus on Personalized Marketing

5.3.3 Growing Use of Predictive Analytics

5.3.4 Growing Shift towards Multi-channel Marketing

6. Competitive Landscape

6.1 Global Marketing Automation Market Players: A Financial Comparison

6.2 Global Marketing Automation Players by Market Share

6.3 Global Marketing Automation Market Players by Number of Websites

6.4 The US Marketing Automation Players by Market Share

7. Company Profiles

7.1 IBM Corporation

7.1.1 Business Overview

7.1.2 Financial Overview

7.1.3 Business Strategy

7.2 HubSpot, Inc.

7.2.1 Business Overview

7.2.2 Financial Overview

7.2.3 Business Strategy

7.3 Adobe Inc.

7.3.1 Business Overview

7.3.2 Financial Overview

7.3.3 Business Strategy

7.4 Oracle Corporation

7.4.1 Business Overview

7.4.2 Financial Overview

7.4.3 Business Strategy

For more information about this report visit https://www.researchandmarkets.com/r/85cpjj

Link:
Global Marketing Automation Market (2021 to 2025) - Rising Usage of Social Messaging Apps is Driving Growth - ResearchAndMarkets.com - Business Wire

Snapchat has posted its latest performance update, showing solid increases in both usage and revenue throughout Q1 2021.

The numbers will certainly raise some eyebrows, and likely get more social media marketers considering their options on the app.

First off, on usage - Snapchat is now being used by 280 million people every day, a 22% increase in year-over-year performance,and the app's biggest increase in its YoY usagegrowth in more than 3 years

As you can see here, while Snapchat usage increased in all regions,the app once again saw its biggest growth in the 'Rest of World' segment, which is largely due to the company's ongoing investment in more localized content and improved language support options.

Snap has seen particularly strong growth in India of late, with its Android update, rolled out back in 2019, playing a key role in boosting Indian user uptake (Android is the most popular OS, by far, in the Indian market). Indeed, Snapchat reports that for the first time in Q1, the majority of its DAUs were on the Android version of the app. That's a big switch for a company that long resisted Android, and focused more on aligning with the technical superiority of iOS devices.

Snapchat also launched its first Snap Original for the Indian market in the quarter, with a local version of 'Phone Swap'.

Snapchat now has over 60 million users in the Indian market, closing in on its biggest usage sectors.

Snap's original content continues to play a key role in attracting new users more broadly, and boosting in-app engagement, with over 20 million people watching the new series Ryan Doesnt Know starring Hollywood star Ryan Reynolds.

Snapchat's also seeing increased engagement with its AR tools, with the number of Snapchatters engaging with its AR Lenses daily growing more than 40% year-over-year. That looks set to become an increasingly important focus for the app, with reports that Snap is also working on a new, fully AR-enabled version of its Spectacles device.

Snap has also highlighted the growth of its TikTok clone 'Spotlight', which, in addition to being a feed of short video clips, also provides cash incentives - up to $1 million per day -for the best, most engaging Spotlight shorts.

Several creators have made big money from the option, and that's likely helped to improve overall take-up of the option.

"In March, over 125 million Snapchatters used Spotlight, our newest platform surfacing the most entertaining Snaps from our community. We also launched Spotlight in three new countries - India, Mexico, and Brazil - making it live in a total of 14 countries."

That's significant within the scope of Snapchat's overall usage growth numbers, but the question looming is how sustainable that process will be. Can Snap simply keeping paying out millions of dollars to keep the good content coming, and keep users coming back to Spotlight for more?

Definitely, there are some concerns within that, as reflected in Snap's 'Cost of Revenue' chart.

As you can see, the company's 'Content and Developer Partner Costs' have seen a big increase over the last two quarters, more than doubling on Q3 2020. That figure incorporates its Spotlight payouts ($90 million)as well as its ongoing AR development, and this will be a key element to monitor in future, as to how Snap can maintain its momentum in line with costs.

But at the same time, revenue is also climbing.Snapchat posted a 66% year-on-year revenue increase for the quarter, rising to $770 million.

So Snap's cost of revenue may have increased by $158 million year-over-year,but its overall revenue intake increased by $308 million within the same period. Maybe the math works out, and Snap can sustain those Spotlight costs, as it's usage benefits would be helping to drive increased advertiser interest.

In its accompanying notes, Snap has also highlighted its rising eCommerce opportunities, with increased investment in AR try-on tools, digital clothing for avatars and advanced opportunities via its evolving full-body scan AR tech.

Snap also says that over 75 million Snapchatters watched beauty-related content each month on Discover in Q1, which could point to further marketing opportunities on the platform that play into its advanced AR features. Snap launched a new AR try on experience with Estee Lauder earlier in the week.

As explained by Snap CEO Evan Spiegel:

"We believe that our leadership in both AR capabilities and user engagement positions us well to expand augmented reality to new use cases and behaviors. For example, as the shift to online shopping continues to accelerate, we believe there is a massive untapped opportunity for AR-driven product innovation in eCommerce - and that our young audience will continue to be early adopters of these new technologies and shopping experiences."

Spiegel says that Snap is focused on providing more tools around apparel and accessories, and helping buyers find the right size, fit, in order to reduce friction in online shopping experiences. Snap acquired FitAnalyticslast month, a company thatprovides tools that help brands facilitate more accurate product matches through AR.

Another area of ongoing concern for Snap is the impact of Apple's IDFA update, which we now know is being rolled out next week. Reports have suggested that both Snapchat and Facebook will be most significantly impacted by the change - but Snap's Chief Business Officer Jeremi Gorman says that both Snap and its ad partners are prepared.

"We are supportive of Apples approach because we have always believed that advertising should respect customers privacy. The fact that these changes are coming later than we anticipated has provided additional time to adopt Apples SKAdNetwork and begin implementing and testing with our partners. Advertisers that represent a majority of our direct response advertising revenue have successfully implemented SKAdnetwork for their Snap campaigns."

Gorman further notes that Snap's designing an array of privacy-centric solutions to ensure they can continue to deliver a privacy-first experience,and best-in-class offerings for its ad partners.

Overall, it's a positive report for Snap, which has now established its market niche, and its presence within the wider social media sphere. It did, at one point, seem like Facebook would swallow it up, or force it out, but Snap has stuck to its guns, and remained attuned to its user community, which has enabled it to refine its offerings and maximize its potential as a connective tool.

And it's definitely now a worthy consideration for marketers. For comparison, Snapchat, now at 280 million users, has more daily actives than Twitter (192 million mDAU) and Reddit (52m).

It's worth considering Snap's audience, and how it might fit into your strategy.

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Snapchat Rises to 280 Million Users, Reports Strong Take-Up of TikTok-Like 'Spotlight' Option - Social Media Today