Fandom in Australia is worth $4.3 billion, with each fan spending on average $909 per year on their particular fandom and aligning with the right fans represents a significant opportunity for brands, according to new research by Powered, Nine’s marketing solutions division.

TikTok has launched its marketing offering, encouraging brands not to make ads, but instead TikToks. The Chinese-backed platform, which is owned by ByteDance, specialises in short dance, lip sync and performance videos and has seen an uptick in use, particularly during the COVID-19-enforced lockdown.

A concerted effort to build real-time consumer sentiment tracking has seen Beiersdorf pivot its marketing, media and social approach to meet changing behavioural trends during the COVID-19 crisis.

Facebook has announced it’s tightening its rules around hurtful content as more brands boycott the platform. Facebook COO, Sheryl Sandberg, shared the platform’s renewed efforts from its second civil rights audit.

Harmful content, misinformation and fake news are firmly in the spotlight this week as protests escalate against the spread of racially insensitive content on social platforms and a new code of conduct for digital platforms enters circulation.

As Australian businesses begin to emerge from the COVID-19 lockdown, there’s a growing trend suggesting those best placed to recover quickly are the ones who stayed engaged with their customers throughout.

Video sharing platform TikTok has opened an Australian office with Lee Hunter heading up the local consumer business as GM and Brett Armstrong taking the reins as GM for global business solutions in Australia.

Marketers should be willing to test new channels and platforms with highly engaged audiences if they’re to keep up with consumer behaviour and trends, Mini’s head of marketing A/NZ, Alex McLean, says.

Carsales has wrapped up its brand new social content series, ‘Grey Nomads’, a light-hearted look at the life of caravanning around Australia on the ‘Big Lap’.

CX management platform, Sprinklr, is integrating with TikTok for in-feed video ads on the short-form video platform. It will enable ad campaigns to run on TikTok as well as other social media channels all within Sprinklr.

What do you do when you know you have a great product, but lack the resources or brand appeal needed to tell the world about it? Maybe get Alicia Keys to do it for you.

Brands and agencies are scrambling to respond to the Covid-19 pandemic gripping the world and to develop appropriate communication strategies to connect with customers. The Pew Research Center in the US reports in 2019 over half of adults turned to social media for their news. And in times of national and global emergencies, social media has a more important role than ever.

It’s a business objective many FCMG and B2C brands will be all-too- familiar with: How to increase sales and household penetration of products. For Care Pharmaceuticals head of marketing A/NZ, Daniela Fra, this was the catalyst for what became an ambitious shift of Hydralyte’s advertising away from TV and above-the-line to a digital-first media strategy and approach.

All sorts of consumer brands, from exclusive high-end fashion houses to fast food chains and even movie studios, are realising the opportunities to connect with their customers through games.

Amid all the jokes of ‘Scotty from Marketing’ and the general cries of a lack of authentic leadership in the current bushfire crisis, one Australian has used the power of social marketing to raise over $51 million in support of the NSW Rural Fire Service.

According to recent research by WARC, marketers are looking to increase marketing investment in emerging social media channels, such as TikTok, and away from old channels such as Twitter and Snapchat.

The Queensland Symphony Orchestra is investing in social media and digital marketing to make music more accessible to all Australians.

There is still a lot of work to be done to gain trust within digital channels and metrics, according to a new study.

Social media obsession with perfection is getting a drubbing with research showing social media is having a negative impact on body image.​

Australia might be lagging on consumer data privacy legislation, but several local companies will still need to comply with global legislation, the latest of which is the rollout of the California Consumer Privacy Act (CCPA) on 1 January 2020.

Retail stores of the future must be flexible to adapt to rapidly changing consumer demand, boast of embedded sustainability, and become experience and information destinations over transactional capability, Luxottica’s VP of marketing, Milena Cavicchioli, believes.