The week in content marketing #127

August 3, 2016Content marketing

The week in content marketing with Lieu Pham


This week, we look into the shifting landscape of social videos and the rise of Facebook videos. Meanwhile, Google gears up for the Olympics with plans to give viewers an easier way to track their favourite teams and events.

Elsewhere, Adweek discusses how social media platforms have changed the way presidential candidates reach voters, and we learn about QQ Music, a Chinese Spotify-like streaming service that’s turning a profit.

In other news, The Body Shop launches a campaign on Tinder that’s sure to have you swiping right. In an effort to raise awareness for an endangered Vietnamese monkey, the skincare company created a campaign on the dating platform for “Reggie”.


Enjoy your week!




1Social video on the rise

According to a study done by Animoto, a whopping 70.8 per cent of marketers plan to use social video in the next year. Of those social video marketers, 65.8 per cent intend to use Facebook in their campaigns vs. 42.3 per cent for YouTube. This is a significant shift since December 2015, when YouTube was the number one in social video spend.




2Google will be your Olympic Games companion

From event schedules organised by country to the latest medal wins by your favourite athletes, Google’s got you covered. The search giant is gearing up to give you the best Olympic Games coverage you can get online. Naturally, YouTube will also be sending 15 of its stars to the event to give us the lowdown.





3Facebook wants to break into search advertising with this three-stage plan

Zuckerberg tells us his three-stage plan to monetise search on Facebook. The first stage is to collect data from businesses and find out what they need. The second is to make search useful to businesses. Finally, the social media giant plans to implement ads to profit from those searches.




4Are our fears of AI unfounded?

Worried that a super-intelligent robot will replace you at work? Deutsch’s CTO Trevor O’Brien thinks you should “stop worrying” and “love how it will improve your job”. Fast Company discusses how AI won’t be replacing humans, but it will be improving our work processes so we’re free to do more creative tasks. What do you guys/gals think? Personally, I’m more afraid of a Skynet scenario than a robot stealing my job.




5Build bridges with influencers on Twitter

Can’t seem to reach your target audience on Twitter? One way to do it is to get an influencer to back you up. From sourcing their work in your blog to sending them video messages, here are five ways to build a relationship with those sought-after influencers.






6Changes allow brands to participate in 2016 Olympics

The ad rules have changed since the London Games. This year, brands will be allowed to reference the Olympic Games in their ads even if they’re not sponsors, with a few caveats: “as long as they do not include any official logos, symbols or certain words, such as ‘Rio’ or ‘gold’.” With the relaxed rules, advertisers are sure to take advantage of the once-every-four-years event.




7Swipe right to save “Reggie”

The Body Shop launched a campaign to raise awareness for Reggie, the douc monkey. He’s an endangered primate in Vietnam whose habitat is being destroyed by deforestation. If you’re looking for a cute date who loves nature, swipe right to give “Reggie” some love. #findreggielove





8The secret to the success of QQ Music, China’s Spotify

QQ Music has over 400 million subscribers and an ad-free subscription fee of just 10 yuan per month (US$1.60). The Chinese music subscription service has over four times as many users as Spotify. What’s the secret to their success? And what can US streaming services learn from it?





9How presidential candidates can reach the mobile generation

The US is experiencing a historic election from a digital standpoint. Since the 2012 election, a whole host of social media platforms have sprung up. It’s also the first election where the core young voters, millennials aged 18–34, get their news first from their mobile devices. Hillary and Trump have their hands full if they want to reach young voters. Adweek discusses their options.




10Are you equipped to handle digital disruption?

According to a study by the Accenture Institute for High Performance, 75 per cent of leading industry brands will disappear in the next 10 years. The findings conclude that many of today’s top players are ill-equipped to adapt to a changing digital environment. Find out what top chief strategy officers are doing to make sure their businesses evolve and thrive in this ever-changing environment.





Founder & Editor: Lieu Pham

Assistant Editor: Antley Li

Sub-Editor: Suzannah Pearce

Design: Sachin Samji