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 Pinterest supports its users and advertisers
Trending Research:
Learning how Current drove +9,311% more YoY video views
#MarketingTwitter
Diving into three Tweets about 'brandformance', a lesson on zero-click content and understanding the marketing 'why?'
HOW TO SELL... WITHOUT REALLY SELLING
Pinterest has always been the kind of social media network that actually cares to support the brands advertising with them. They've shown this time and time again with a series of resources to help guide brands using search data they see from their users. Not only that but they actually talk to their users to understand how they use Pinterest and what behaviours accompany them while in use of the site. This information gets compiled into digestible reports such as Pinterest Predicts, a series that provides estimates on trends and user interests that brands can use for their SEO and content strategies.
As much as I love Pinterest Predicts, I digress. Today I want to talk about the other side, the users and how Pinterest is working to support them. This ultimately ends up being a 360 campaign that supports brands advertising on the platform as well, but more on that later.
For the holidays this year, Pinterest has created a "Guide to Good Gifting". The concept aims to take the pain point that is holiday gifting and applies it to a solution that equates to a database of gift ideas. A friendly, searchable database of gift ideas.
They didn't just leave it there though, they also created a Zodiac Sign Gift Guide. To stay ahead of the trend curve, Pinterest compiled a gift guide that is actually linked to spikes they're seeing in searches from other users.
You may be thinking, okay this is cool and great for the user, but what about me as a brand?
As a brand, it's your opportunity to leverage the information being given to users so that you can start ranking for their searches as well. Start thinking about how your brand fits into the trending suggestions for Zodiac signs or gift-giving by association (ie. "gifts for when you only know them a little bit"). Pinterest is providing the keywords for you, now you need to take them and run with them - apply them to products that make sense and watch how they move.
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INFLUENCER-FORWARD TIKTOK STRATEGY THAT DROVE A +9,311% YOY VIDEO VIEWS INCREASE
FINANCIAL SERVICES
Current is a modern fintech company providing flexible financial solutions that aren’t always available at traditional banks. It offers benefits such as faster direct deposit, fee-free overdraft, and teen banking.
Key Takeaways
Early in 2021 Current Launched a Creator Community Initiative Where Content Creators Could Apply to Become Current Ambassadors. This program along with the influencer-forward advertising model enabled Current to fuel its TikTok channel solely with creator-generated content. This shift has resulted in significant YoY growth amongst all key metrics: +9,311% in avg. video views; +16,690% in avg. likes per video and +3,320% in avg. shares per video.
Influencers Generated Trendy Content That Taps into a Range of Audience Interests: Content creators shoot videos in a manner that doesn’t come across as too pushy or polished. This way Current is almost natively introduced to the Gen Z audience. Mr. Beast, the most-followed influencer Current collaborates with, hosts money giveaways in his own style. Other fashion-forward bloggers showcase their shopping sprees with the Current card. Some influencers create short overview videos of Current often saying it’s the “future of banking” and highlighting its Faster Direct Deposit benefit.
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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