What's Happening; No Brand Engagement, YouTube's CEO & Capitalistic Social Marketing
This Week; The New OOH Formats, Emergency Pizzas, And why your Ideal customers will stop engaging with your content. Plus, what Psychology teaches you about Inhuman marketing.
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This Week:
Everyone Stops Engaging.
Influencer Marketing News
Retail & Product Happenings
Best Brand Content and Campaigns of the week.
Science behind Use of Music at Stores.
Why Abandoning Influencers is right?
Loss of Contextual Value; AI vs Content Marketers.
Reddit’s smart move & Oatly Ad. ($)
New OOH Format in Trends.
Duolingo-fication on TikTok
The Early Social & Marketing Recap
Unwanted Ad of the week 🤦
Why New Marketers should use Ambiguity while talking?
Science-backed lessons from Propaganda & Inhuman Marketing ($)
Framing
How Numbers don’t work
Algorithm Content against communities.
Brands, Influencers, Everyone will stop Engaging in 2024
It’s important to realise that everything you do on social counts and soon AI tools will be able to help recruiters, marketers and consumers track your mistakes and beliefs. Is this Privacy at danger? No, This is a simple message to social media users that your interactions matter. Stop engaging with every piece of content you see,
Density of Content Increases → Value of What deserves your like Increases.
Take Substack as an example, Every Creator and Writer knows that their interactions lead to algorithm recommending the content on Explore feed of substack.
My Prediction; Views are the future metrics of social media in a privacy centred world.
Changes; There is hope as X’s premium users can hide their likes and Meta is also working on ability to hide your likes on public posts. But these changes don’t excuse the idea of protecting your digital footprint.
Example; LundenandOlivia are couple influencers who got cancelled this month after their own reddit community found multiple racial tweets against POCs from 2012-13.
For Those Who Plan To Run Great Influencer Campaigns
Are you planning to run an influencer campaign for your product launch? If so, Hire me as your fractional Influencer Strategist. I will join your team to guide you throughout the launch process.
Picking the right influencers and agencies
Perfecting your creative brief.
Measuring your campaign.
Helping your social media team ongoing strategy work.
Influencers Drinking the juice
1/ Colin and Samir Interviews Youtube CEO about future of creators and YT. (watch)
2/ We are Social releases their ‘Future of Influence’ report. (read)
3/ Dude Perfect launches their family entertainment app. (LI)
4/ LOEWE using influencers and Consumer Talk together. (watch)
5/ Lipton Tea uses Dorm-room Influencer Trend. (here)
Retail Juice, For You;
Old El Paso is continuing its partnership with the NFL for a second year. (IG)
Levi’s posts flat revenue for Q3. (RD)
Doritos releases New Coriander flavour & Bold Ads with Vayner Media. (launch) & (Ads)
Asda rebrands first former co-op sites into express stores. (new)
UK’s retail sales grew by 2.7% in September. (BRC)
Showfield files for Bankruptcy. (BOF)
The Best of the Week; Social, OOH, Creative
Sephora x Rare Beauty will be donating 100% of their October Sales. (IG)
KFC UK’s creative approach to Product launch; 1 Like Only. (tweet)
Olaplex’s Oladupe campaign was a huge success on TikTok this past week. (TT)
Reformation’s Collaboration with New York City Ballet. (High)
The State of B2B Podcast Listener. (Report)*
Use of Audio, and Company Event together. (City)
Dominos Emergency Pizza Campaign, It’s delicious and built on FOMO. (BB)
Pottery Barn’s Elf-Inspired Collection is here. (glimpse)
Social; EduTok combined with Newstok, delivers Scientific American. (watch)
* highlights partnered content.
Music & Shopping; The Science Behind It.
The latest research from Journal of Marketing Research shares that Music influences our purchase behaviour during weekdays. Another old research hinted at the same thing where researchers found out that TJ Maxx’s Sad & depressing tunes increased sales among female audiences.
The study found that on weekdays, music increases sales, but on weekends, the presence or absence of music does not determine sales.
Why is that? During weekdays, the workload leads us to focus more on the music in retail stores indirectly influencing our mood. On Weekend, we are more refreshed and thoughtful about purchases. That’s why Supermarkets and Retail stores should practice more marketing tactics during weekends.
After reading the study, I asked; What’s equivalent of Music in online shopping during weekdays?
Another Research suggests 64% of people are willing to pay more for simpler brand experiences, and 78% of people are more likely to recommend a brand for its simpler experiences and communications.
Less Shopping popups on website during weekday, exchanging them with more aesthetic and story-oriented visuals is one of my suggestions. In terms of content, more lofi music is proven to help creators in terms of gathering attention.
OK, No More Influencers.
This NY Cafe shop is abandoning influencer content, for a simple reason. Content doesn’t promise experience, it highlights. To maintain the promised experiences, brands and stores need to moderately use influencers. More business dilutes experience too, Influencers are the new tourist destinations. Imagine yourself as a tourist, how many times you have found the nearby popularised stores to be shitty. I have, and the truth is those places where 5-star but quantity diluted the quality. That’s why brands and influencers should use this NY Cafe Story as an example for influencer partnerships.
What If we took out contextual value?
One of the biggest conversation in content marketing world remains, What if we took about information out of our strategy? How would we execute? Because AI & Language models will be the one to share that knowledge more clearly.
Th answer to that question is ‘community forums’. For years community moderators and observers have been paid pennies compared to what most writers, and most writers are paid much less compared to what strategist earn. This is about to change within the content marketing community. Because writing tone and importance of understanding user behaviour is increasing. The two solutions onboard are content managers executing everything or AI Co-Pilot observes community behaviour.
Tools like Microsoft Clarity will help to track website behaviour and community bots to provide help with conversation tracking. In this case, brands & tools like Atlassian with existing forums will benefit more from the database of user activity.
The market only cares about differentiation when the industry isn’t thriving, for now we are witnessing growth in content production. It’s better move fast, I recommend reading
‘s guide on writing B2B Content. It’s the future of writing evidence-backed content. His post focuses less on the conversational tone element, just keep that point in your mind while building your strategy. Because Kyle is a personal brand connecting with readers, you will be writing from a Business No-face POV.Reddit was smart enough
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