Welcome back to another week of What's Working in Marketing, a weekly newsletter where we share what's working outside your own four walls across the digital marketing landscape so you can be more effective.
Welcome back to another week of What's Working in Marketing, a weekly newsletter where we share what's working outside your own four walls across the digital marketing landscape so you can be more effective. If you enjoy reading this,follow me on LinkedInor create aFREE Insight Library account, our team is publishing tons of free research that you won't want to miss.
This week we're breaking down:
The Highlights:
Unwrapping how a Korean beverage brand is leveraging its product on YouTube
Trending Research:
Learning about ways ski brands are reaching audiences on social media
#MarketingTwitter
Diving into three Tweets about lessons e-comm can take from the music world, a thought on video for Twitter, and 2023 social media predictions for publishers
BRAND AS CONTENT CREATOR?
Korean brand Binggrae is tapping into brand personification in a whole new way. Being known for its banana-flavoured milk as a childhood household staple, the brand wanted to reposition its strategy to attract the Gen Z audience. The tactic? Becoming the content creator.
Binggrae has completely revamped the visuals of their product, building a YouTube page for the milk with graphics that speak more towards trends and interests of their desired age group.
How do they do this? They work with Gen Z artists who are fans of the product when making YouTube video art and concepts. The channel is full of organic storytelling, themed playlists and music videos that match the standard topics for an everyday content creator. The channel has seen +10% growth from January to December 2022 from 73K to 81K subscribers.
In an effort to remain relevant and avoid getting lost in the cloud of "remember that brand?" This seems like an innovative way to get ahead of the curve.
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FINDING & REACHING THE SKI AUDIENCE ON SOCIAL MEDIA
SPORTING GOODS & OUTDOORS
From September to November 2022, the Ski Industry Audience Attention was the highest on TikTok, followed by Instagram and YouTube.
However, Ski Industry Competitors’ Focus is highest on Instagram.
High competitor focus on Instagram was driven by LINE Skis, who generated 9M views and 685K engagements from September to November 2022. Their top video was a co-post with @alechendersonn that garnered 3.7M views and 256K engagements.
There is whitespace opportunity on YouTube, and Twitter where there is high Audience Attention and low Competitor Focus.
Want a Social Whitespace Map™ for your audience? 👇
It's full of strategy tear-downs and examples from fast-growing brands that have already helped thousands of marketers identify content opportunities, focus on the right whitespace channels, improve their media strategies, and benchmark against competitors.
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