In the search for the perfect influencer, columnist Eric Dahan outlines five rules to help brands select the right candidate. Use microinfluencers who align with your brand, segment your audience based on psychographics and ensure your primary focus is always on engagement, Dahan writes.
While technology is advancing, brands aren't yet ready to properly implement experiential marketing, columnist Mike Elgan writes. In addition to the struggle to keep up, a company will need to ensure their campaigns are thrilling to consumers both in person and online, which will only become more challenging as the novelty of the technology wears off.
Jonathan Wennstroem, an 18-year-old high-school student and artist in Germany, is the creator of an animated video of a thunderstorm on Instagram that has gone viral, after an unaffiliated account posted it on Facebook. Wennstroem collaborates with travel photographers and animates photos because "an animation of an image is way more special," he says.
JPMorgan's Chase Pay service will get a boost from the bank's new partnership with PayPal. The deal extends the reach of the Chase mobile wallet while leaving in place a competitive element.
Responding to a consumer group's complaint, the Federal Trade Commission is examining Amazon's truthfulness in discounting as part of the agency's review of Amazon's acquisition of Whole Foods. Consumer Watchdog says its analysis found discrepancies between Amazon's reference prices and the prices items had sold for in the previous 90 days.
Girl-focused toy brand GoldieBlox's new in-house campaign is celebrating the achievements of women over the past year, including Hillary Clinton and the female scientists of "Hidden Figures," with YouTube stars Heaven King and JillianTubeHD. A spot with girls dressed up as their heroes says, "Girls can't run the world until someone shows them how," and it asks viewers to share which women inspire them on social media using the hashtag #BeLikeHer.
There may be more incidents of cyberbullying on Instagram than other social-media platforms, according to a survey of more than 10,000 people. About 42% of Instagram users reported being bullied, compared to 37% on Facebook, 31% on Snapchat, 10% on YouTube and 9% on Twitter.
Snapchat's Fintan Gillespie spoke at a recent event about the advertising potential of World Lenses, giving brands the opportunity to bring products to life in the consumer's actual environment. "[Y]ou can imagine this being able to show a new BMW in your drive way or a Burberry handbag on your desk," he said.
Hulu's marketing strategy for "The Handmaid's Tale" centered on social media and received a boost from the political climate in the US, with some of the most used hashtags associated with the series being #feminism and #dystopia. Hulu ran social contests on Twitter and Facebook and had Margaret Atwood, author of the original novel, and actors, including Elisabeth Moss, take over the show's Instagram account to talk about their favorite moments.
A woman who sneaked zip-close bags of spaghetti into a movie theater has divided Twitter regarding etiquette. "It's not your living room. Have some respect for the people around you," one user tweets, while a supporter cheers her "love for not only spaghetti but ballin on a budget as well."