Vita Molis and Cassie Taylor of TikTok offered insights from four different studies conducted in the past six months: #TikTokMadeMeBuyIt, an ecommerce study, their Entertaining Ads study and one called Creators Drive Commerce. #TikTokMadeMeBuyIt was conducted in the U.S. and Canada, where over 1,000 respondents in each market filled out a 20-minute online questionnaire. They also had qualitative triads covering six categories.
Engaging consumers on social media platforms is extremely advantageous for firms. Yet, sustaining engagement is not always easy. Usership often drops off. The field experiment described in this Marketing Science Institute (MSI) working paper shows helpful ways to sustain social media engagement and offers insights into the positive effects of offering certain members power in their online community (OC).
Brands increasingly use social media influencers as part of their marketing strategy, yet methods for measuring their effectiveness and for choosing optimal partners are unreliable. New research analyzing the key performance indicators (followers and engagement) of 180 influencers, across five social media platforms, identifies patterns that marketers can use toward establishing partnerships with the right influencers.
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Using consumers as “ambassadors” has many benefits, research has shown. They can help organizations promote their prosocial messages about the environment and other issues and might even become the impetus behind positive behaviors across social networks. However, the greatest impact and the most persistent one, may be on the ambassador themselves, especially those who were less than environmentally conscious at the outset.
Member Only AccessThe ARF’s Social Council has reported on the results of a survey of 2,490 social media users (conducted in partnership with Dynata) on social media’s role in the lives and experiences of its users.
A study by the GLAAD Media Institute found that “LGBTQ audiences are nearly two times more likely to be heavy social media users and significantly more likely to have used a streaming service in the previous seven days…” Read more »
On March 16, 2023, the ARF Young Pros led an exploration of the ongoing transformation and future trajectory of social media to help organizations navigate the landscape and create more strategic social media plans. Panelists discussed trends, the role of influencers, creative branding campaigns and more.
Member Only AccessA new term has been added to the marketing vocabulary: “de-influencing.” Will it become an important trend?
Negative or outlaw film and television characters, like Breaking Bad’s antihero and drug kingpin Walter White, are liked and trusted less than their real-world counterparts, yet can be effective product endorsers, new research has found, opening the door to a novel and creative marketing tactic.
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