Mountain Dew is moving away from using the services of third-party influencer brokers after a push to handpick its own influencers garnered over 300 million online views for its branded videos. The company found talent brokers too expensive and subsequently selected four influencers who collectively generated 4.6 million social media engagements in just one year.
Pure Leaf has launched a YouTube campaign in which experts establish the authenticity of the brand's Tea House Collection by talking about recipes and the art of creation. Each expert elucidates a different aspect of the tea to better connect consumers to the product.
Make sure you don't use banned hashtags in Instagram posts, but do add location tags to "Stories" and experiment with your bio's copy to see what resonates with your audience, Tomas Laurinavicius writes. Join Instagram pods to find niche audiences, create buzz with a giveaway, and use tags to get featured on curated accounts.
Mobile is now firmly established as a part of consumer life, making portable devices an indispensable platform for advertisers. Toby Nwazor recommends five ways to take full advantage, starting with a focus on location-based marketing.
POPSUGAR will roll out its new "Must Have It" tool, which texts sales offers to users, this fall. Products will be selected using Retail Rank, an internal technology that sifts through influencer and purchasing data to identifying what's trending.
Mark Asher examines recent developments in the immersive reality space, including its applications at Facebook, Google, Apple and Microsoft. The iOS 11 rollout will give Apple more than 500 million devices with augmented-reality capabilities, he notes, while Facebook is focusing on mobile augmented reality for its 2 billion-plus monthly users.
Marketers and publishers cite ad fraud as the industry's biggest problem, Infectious Media reports. Marketers also cite concerns over brand safety, viewability, transparency and compliance across regions.
Super small type is a popular -- but controversial -- trend in web design that, if done correctly, can entice visitors to look more closely at specific parts of a design. Use smaller fonts to create visual flow, highlight space and create an interesting visual element.
WordPress needs maintenance in order to maintain its quality, Andreas Hecht writes. Hecht offers a five-point checklist for ensuring your site is up to date, including viewing your website as if you are a visitor and making sure themes and plugins work properly.
Many executives say getting away from technology and work-related communication while on vacation is essential. Maria Arizmendi, behavior analyst and president at Progressive Behavioral Science, explains how she implements times where no screens are allowed, even at home, while Royal Caribbean Cruises Chairman and CEO Richard Fain advocates early morning check-ins with colleagues that allow for fun the rest of the day.
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