Welcome to Motion Ave’s newest edition of Marketing Updates! This week, we’ll be sharing some important news from Facebook, Twitter, and TikTok. Remember, social media digital marketing is key for your business, so it’s essential to stay up-to-date regarding the latest trends. So let’s get to it!
54% of People Don’t Feel Culturally Represented in Online ads, Facebook finds.
Facebook has found that diversity and inclusion in online advertising helps brands engage with consumers and deliver better business outcomes. Yet marketers still have a long way to go to address misrepresentation and underrepresentation. A study conducted in conjunction with the Geena Davis Institute on Gender in Media found that “71% of consumers expect brands to promote diversity and inclusion in their online advertising, but 54% don’t feel fully represented in online ads, per a study released by Facebook.”
This is particularly important when a majority of consumers are more loyal to and prefer to purchase from brands that stand for diversity and inclusion in online advertising. Some examples of underrepresentation and bias found in the ads include:
- Women are more than 14x as likely to be shown in revealing clothing and are nearly seven times as likely to be objectified visually or verbally.
- Men are 2.4x more likely than women to be presented as angry and 1.4x less likely to be shown as happy.
- People with disabilities and members of the LGBTQ+ community are “severely” underrepresented in online ads, at 1.1% and 0.3%, respectively.
Nada Stirratt, Vice President of the Global Business Group for Facebook North America, said: “The advertising industry has an outsized responsibility in how members of traditionally diverse groups are broadcast to the world. This research…highlights where and how we can do better. It’s on us to get this right.”
When brands get representation right, it helps to drive loyalty and purchases, so make sure that your brand pays close attention to representation in your digital marketing strategy!
To learn more about representation in marketing, follow this link: https://www.marketingdive.com/news/54-of-people-dont-feel-culturally-represented-in-online-ads-facebook-fin/596357/
Twitter Looks to Get in on the eCommerce Boom with New Shopping Experiments
We all know that eCommerce is on the rise, and now Twitter wants to join in on the boom! Twitter has recently developed various eCommerce options, including a Twitter-type card for eCommerce, which includes a large ‘Shop’ CTA button that takes you to a transaction page. Twitter is still testing the card’s eCommerce features, which can also list a product’s price and depict info from the item’s page on its business site.
Twitter knows that there’s potential in this initiative:
“…people come to Twitter to interact with brands and discuss their favorite products…This demand gives us confidence in the power of combining real-time conversation with an engaged and intentional audience.”
So, who will be advertising and offering their product(s) soon on Twitter? Stay tuned!
Read more about Twitter’s entry into eCommerce here:
TikTok Launches New TikTok for Business Profile to Share Key Tips and Insights
If you’re looking to add TikTok to your digital marketing mix, you’re in luck! The platform just launched a new TikTok for Business profile within the app. Using this feature, TikTok will discuss platform marketing tips, insights and information on the app’s use, as well as preview upcoming events so that advertisers can best utilize this new resource.
TikTok is projected to reach a billion users in 2021, meaning that this new initiative will definitely become a larger focal point for marketers as the year progresses. Following the TikTok for business profile will be helpful for anybody who wants to understand TikTok and its best practices better, as the information comes directly from the platform’s experts and is based on the app’s response data.
TikTok has already posted the first few clips to this new account, which can be found at @tiktokforbusiness, to cover some key basics, such as framing your promotions and maximizing responses.
Look into how TikTok plans to utilize its new business profile here: https://www.socialmediatoday.com/news/tiktok-launches-new-tiktok-for-business-profile-to-share-key-tips-and-insig/595904/
That’s all for this week, folks! We hope that you’ve enjoyed this edition of Marketing Updates with Motion Ave, and we’ll see you back here shortly for our next installment!