Ann Smarty outlines three social media trends that will present opportunities brands in the new year, including a focus on the stories formats on Facebook, Instagram and WhatsApp. "Interruptive experiences" are losing their appeal and can be replaced with more personalized efforts thanks to advanced tools, and augmented reality "enables brands to create one-of-a-kind, immersive experiences, which facilitates even more connection and brand-building opportunities," she writes.
Privately-held TikTok generated $176.9 million in revenue in 2019, which is 71% of the total it has garnered since the app launch, and its $88.5 million in fourth-quarter earnings were six times higher than a year prior, according to Sensor Tower estimates. The app held the second spot for number of 2019 downloads on the Apple App Store and the Google Play store, and Sensor Tower attributes most of its earnings growth to ad sales and in-app purchases.
Make an impression on a few people during networking events or conferences and be easily discoverable online instead of relying on business cards that may be lost or forgotten, writes Larry Cornett. "I've handed out plenty of business cards over the past 25+ years, but I can't recall a single time that my card helped me land new gigs," he writes.
Michelle McIntyre highlights "10 commandments" communications professionals should follow, including when to say no to clients or colleagues, keeping messages brief and refraining from annoying editors. She also urges professionals to avoid pitching on a public Twitter profile and read writers' recent articles before sending them pitches.
Ad buyers and brands are rattled by the fact that Chrome is eliminating cookies and they're "losing their foundational tracking mechanism," Alison Weissbrot writes. She contends Google's Privacy Sandbox solution is "still too theoretical" and suggests marketers start the changeover process by considering first-party data usage, rethinking targeting and optimization and considering new measurement techniques.
Facebook has disbanded a team it had working on possible WhatsApp ad integrations, which also caused the messaging service's founders to resign nearly two years ago, according to The Wall Street Journal. Facebook has plans to develop Status ads and is working on revenue-generators, such as tools for businesses to connect with consumers.
Statements like "How did that become important to you?" or "Tell me more" can elicit a story from someone and show that you're listening and curious, writes Dan Rockwell. Keep questions short, and avoid making assumptions or casting doubt.
The American Association of Advertising Agencies and Association of National Advertisers have responded to Google's announcement that it's planning to eliminate third-party cookies from Chrome with a joint open letter denouncing the move. The letter states that the decision "would threaten to substantially disrupt much of the infrastructure of today's Internet without providing any viable alternative," adding, "We are deeply disappointed that Google would unilaterally declare such a major change without prior careful consultation across the digital and advertising industries."
The Clorox Co.'s David Kellis offers six rules for mastering online video, including adapting video to each platform and using text and graphics to overcome "sound off" defaults. He recommends sticking to one takeaway per video, maintaining a quick pace and personalizing videos when possible.
Fake news, artificial intelligence and other factors contribute to the risk of a reputation threat, and communications pros are wise to get ahead of potential crises by implementing monitoring techniques, writes Reputation Architects' Jon Goldberg. He outlines key risks to consider, including online attacks, controversial statements by companies and executives, and third-party relationships.
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