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study reinforces the importance of context that advertisers need to consider when deciding what content to promote and where via native advertising.

Over 8o percent of respondents said brand mattered, which poses a challenge for advertisers aiming to use native ad units to drive awareness.

Visitors to online news sites said they are more open to advertising on those sites that focus on a story rather than pitching a product.

But then there’s the whole obsession now with tying content to revenues—in other words, tracking whether people who are consuming your content will eventually buy something from you, and putting a hard number on each piece of content you create. Do you think that’s misguided? Oh, I think there’s no question it’s misguided. It’s been shown over and over again to be misguided—that in a world of zero marginal cost, being trusted is the single most urgent way to build a business. You don’t get trusted if you’re constantly measuring and tweaking and manipulating so that someone will buy from you.

I don’t have any problem with measurements, per se; I’m just saying that most of the time when organizations start to measure stuff, they then seek to industrialize it, to poke it into a piece of software, to hire ever cheaper people to do it.

There are constantly trends and fads on the Internet, and people make a good living amplifying them. But I think that industrialized content marketing is one of those fads, and it will end up where they all do: petered out because human beings are too smart to fall for its appeal.

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Make the most of these remarkable CTRs by decking out your App Store listing. Optimize for the App Store by writing a winning description, listing key features, including app screen shots, etc.

Instagram user demographics show them to be young millennials, with over half of users between the ages of 18-29.

In a study using over 400 global campaigns, ad recall was 2.8x higher on Instagram sponsored posts than other online advertising mediums. Snail Games saw a 339% lift in app installs using Instagram ad videos (as well as 5x higher in-app purchase rates).

News publishers’ “pivot to video” was driven largely by a belief that if Facebook was seeing users, in massive numbers, shift to video from text, the trend must be real for news video too — even if people within those publishers doubted the trend based on their own experiences, and even as research conducted by outside organizations continued to suggest that the video trend was overblown and that news readers preferred text. (Heidi N. Moore put many of these trends together in 2017, and her accounting is only strengthened by the new information that we’re seeing this week.)

The court case was unsealed this week, following efforts by organizations like the online publishers’ trade organization Digital Content Next to make previously redacted parts available to the public. I read the filing and pulled out some of the most interesting and relevant parts for news publishers below. I wanted to try to see whether Facebook’s active promotion of its video offerings might have influenced news publishers’ allocations of resources, and whether it is reasonable to allege that Facebook knew, as publisher after publisher laid off editorial staff and pushed into video, that that was misguided. I wanted to know whether people working in news organizations were fired based on faulty data provided by a giant platform that publishers believed they could trust.

“This consumer complaint raises a number of concerns about Facebook’s privacy policies and practices,” the committee leaders wrote in the letter. “Facebook’s systems lack transparency as to how they are able to gather personal information and synthesize that information into suggestions of relevant medical condition support groups. Labeling these groups as closed or anonymous potentially misled Facebook users into joining these groups and revealing more personal information than they otherwise would have. And Facebook may have failed to properly notify group members that their personal health information may have been accessed by health insurance companies and online bullies, among others.”

"Whether it was true or not, this story broke and took off because of very legitimate concerns that exist in society about keeping kids safe online," points out Jeff Beringer, global head of digital at Golin. "When something generates this much conversation, media coverage, and responses from people in positions of authority like teachers, school administrators, and law-enforcement officials, brands have to sit up and take it seriously."

Colleges try to leverage the social media savvy of their students with “social media ambassador” programs that help them advertise to prospective new students, raise the schools’ profiles, and educate their current students about school programs. And for some influencers, like Giannulli, college can be a windfall, landing them brand deals to market dorm furnishings, Victoria’s Secret underwear, and tooth-straightening solutions to their fellow students. For others, college just gets in the way of their real passion.

Becoming a social media star is the fourth most popular career aspiration for Gen Z

watching on-campus vloggers is how many students get a sense of the university’s culture—sort of like a franker, digital version of a campus tour.

to a downward spiral, a la Sprint.” The authenticity battle extends beyond businesses and into the world of personal brands, which is a bit of a tightrope walk. On one hand, people are coached to be cautious of what is posted online because it could have long-standing impact, and then, on the other hand, they are told to be themselves.

It’s not all mega-influencers, either. Micro-influencers, who have targeted followings under 100,000, make up the backbone of the industry. Even people with just a few thousand followers can earn hundreds of dollars for a single sponsored post. It’s not hard to earn an income this way. Eight-year-olds can do it, provided some adult supervision.

As the new coronavirus sends the world hurtling toward a recession, though, more glamorous trappings of the influencer lifestyle have come to a halt. Paid trips have no place amid lockdowns, nor do street-style photoshoots to model #sponsored clothes. And it’s not clear that those opportunities will reappear in the future—at least, not for everyone. “The pandemic is having a major impact on the overall influence industry, and it’ll likely have lasting effects,” says Seits.

Elyce is still able to make some money. Like many influencers, she tags her clothes and beauty products on LikeToKnowIt, a platform that connects her followers to the online retailers where they can shop her lifestyle.

Rather than simply responding to fans’ comments on social media (it did that as well), Panera on Wednesday released an online video showing Phyllis Smith, the actress who played Phyllis on the U.S. series, reading the mean tweets from a desk at Panera’s St. Louis headquarters. The chain took a social media listening exercise and turned it into more of a marketing effort. 

Panera said it came up with the idea and script internally. The video was shot by Coolfire Studios in St. Louis, produced by Anomaly, and edited by Unreasonable Studios.