McCann has announced McCann Content Studios. It intends to offer businesses worldwide the capability of integrated social commerce, influencer marketing, and social media marketing. This new studio will include performance monitoring, audience development, creator relationships, and creative services. It will include comprehensive social and creator strategy and execution in a single organization. It will help streamline the process for customers working on social and creator-led campaigns. The network’s social and influencer strategy skills, as well as those for social creative ideation and content creation, social audience, connection tactics, and activation, influencer content co-creation and production, performance measurement, and optimization, will all be housed at McCann Content Studios. The addition of expertise from ITB and McCann LIVE should help the unit get off to a solid start.
McCann Content Studios
McCann Content Studios will implement the innovative influencer agency ITB from IPG. It was established in 2006 and has offices in London, New York, and Los Angeles. For clients like Unilever and Mastercard, the agency has a proven track record of success in leveraging influencers to promote brand platforms. The studio will also incorporate the global social practice, McCann LIVE. It has influenced the social policy of businesses like Converse in the US and Aldi in the UK.
As the distinctions between social media and the creator economy become more hazy, the new content studio is positioned as a full-service provider. The expected expenditure on influencer marketing would increase 3.5 times faster than spending on traditional social media ads. The ongoing Hollywood strikes may also encourage more creators to look for endorsement deals when productions come to a standstill. Customers, however, continue to rely on creative and engagement trends generated from popular Gen Z apps such as TikTok.
The new unit leadership
The agency has chosen Amit Sutha to lead McCann Content Studios as president and global chief client officer. He will report to Daryl Lee (CEO). Sutha has had a global career spanning continents. Most recently, he served as Global Chief Client Officer and Global President of Performance & Campaign Content at Mediabrands Content Studios. Sutha has built both creative and media firms into leadership positions in their industry. His work at Mediabrands, which combined the best in media, storytelling, talent, data, and collaboration, significantly changed the concept of creative media content.
McCann and McCann Content Studio have promoted Monica Tailor, formerly the Global Director of McCann LIVE, to Chief Social Marketing Officer. Under Tailor’s direction, McCann LIVE swiftly established itself as an essential component of McCann’s core client offering, fusing brands with culture in exciting and unique ways. She developed a brand voice and brand storytelling that maximized social attention and conversions, assisting McCann’s integrated Aldi team in becoming internationally known.
Crystal Malachias, who was previously SVP of Global Growth & Innovation at ITB, has been named Global Head of Influencer at McCann Content Studios. She has extensive experience in influencer marketing and has worked with Hearst, and Say Media, and helped launch Refinery29 in the UK.
Here’s what they said
McCann global CEO Daryl Lee said in a statement,
Brands are increasingly interacting today in social communities in dialogue with fans, creators, and influencers. McCann Content Studios will provide our clients with a way to participate in the creator economy and co-create with them without losing their brand’s unique perspective and social voice, getting the best of both worlds.
He further added,
We have some of the industry’s very best leading McCann Content Studios. Amit is a content entrepreneur with a proven track record of commercial success. Monica is a pioneer of brand-driven social marketing for some of the world’s most socially impactful brands. Crystal is a trailblazing influencer marketing talent who understands the power of creators to shape culture and advocate for brands. Together, they represent a powerhouse of expertise that will help guide brands to new frontiers of co-creativity
The most prominent grocery technology firm in North America, Instacart, recently unveiled a brand-new Instacart for Shopify app. The novel solution gives Shopify’s up-and-coming consumer packaged goods (CPG) firms access to Instacart Ads. Shopify businesses can now seamlessly connect to Instacart Ads’ tools, insights, and automation. Over 1400 retail banners throughout North America are partnered with Instacart. With this innovative integration, Instacart continues to support emerging brands’ rapid growth. Additionally, it would provide Shopify merchants access to crucial sales information and self-serve ad goods. This indicates that many CPG brands on Shopify are probably generating revenue through the Instacart Marketplace without taking any additional action.
Instacart and its partners
The announcement strengthens Instacart’s dedication to assisting up-and-coming firms in driving omnichannel growth. Instacart simplified the design of Ads Manager in the previous year so that marketers could quickly select an aim and receive customized, enhanced suggestions for the ad forms. To achieve their corporate objectives, they included specific targeting and bidding alternatives. The business has increased its measurement capabilities. In order to assist brands in discovering the real effect of their Instacart Ads campaigns, it also provides sales lift testing and A/B testing. The average increase in sales for Instacart’s brand partners is above 15%, and in certain situations, it is even higher.
Instacart Integration with Shopify for merchants
For the first time ever, Shopify merchants can promote their company with Instacart Ads by using the Instacart for Shopify App. By offering insight into their Instacart sales directly in Shopify, where they already oversee the rest of their business, the new Instacart for Shopify app aids merchants in better understanding their business. With this visibility, businesses can take action to expand their reach and success among Instacart users.
The Instacart for Shopify App enables retailers to simply create an Instacart Ads Manager Account, view high-level ad performance analytics, and track their overall sales on Instacart. This integration serves as further evidence of Instacart’s commitment to providing new businesses with the resources and market knowledge they require to develop and engage with customers at the point of sale.
How will it work?
A retailer can create a free Instacart Ads Manager Account after installing the Instacart App on Shopify. Standard onboarding takes less time thanks to features like automatic product recognition.
- The Instacart for Shopify app displays information about Instacart sales and KPIs from marketing campaigns.
- Retailers can track the performance of their brands across several channels in a single location.
- Use the best digital marketing tools available in Ads Manager to expand their brand.
- Use tried-and-true ad formats, such as Instacart’s featured product ads.
- Give CPG businesses prime digital shelf space throughout the Instacart Marketplace.
Here’s what they said
Ali Miller, Vice President of Product Management at Instacart commented,
With our extensive catalog across more than 80,000 retail partner stores in North America, we believe Instacart has one of the best platforms to help emerging brands grow. Combining our scale with Shopify’s merchant network creates a really powerful discovery tool for brands looking to understand their impact across different channels. With the Instacart for Shopify app, brands can learn about the sales they’re already driving on Instacart, and immediately take action by setting up Instacart Ads to supercharge discovery and sales.
Antonio Silva, Director of Partnerships at Shopify said,
At Shopify, we are committed to forging partnerships that empower our merchants and keep them on the cutting edge. Wherever there is an opportunity to connect merchants and buyers together, Shopify is there first. By offering access to efficient and effective advertising solutions through Instacart’s integration with Shopify, our merchants gain valuable insights about sales data, advertising opportunities and performance across Instacart’s marketplace directly within their Shopify dashboard.
- TikTok for Business moves into social commerce with Shopify deal in the Middle East.
- Shopify merchants can now access TikTok for business Ads Manager without leaving the former’s dashboard.
TikTok recently extended a partnership agreement with Shopify to the Middle East after their collaboration last year. The partnership will enable brands to create shoppable video ads and campaigns directly geared towards TikTok’s high engaging community. Brands and advertisements are an integral part of the TikTok experience and customers in this region like to connect with their preferred brands. Shant Oknayan, general manager of global business solutions for TikTok in the Middle East, Africa, Turkey, and Pakistan says,
“We are very excited to announce this partnership with Shopify in the Middle East, giving merchants a unique platform to reach new audiences in an engaging and creative way like nowhere else.”
Neilson’s study states that 88% of TikTok users discover new content that they enjoy while using the app, and 50% discover new products through advertisements posted by a product or brand. To keep up with this, TikTok has taken several steps such as introducing new ad formats as well as achieving brand safety certification. Oknayan further said,
“As we continue to develop our platform to bring businesses of all sizes innovative and fun ways to connect with new customers, as well as get the best out of their campaigns, we are confident this partnership with Shopify is a big step in this direction and the start of a promising future in the e-commerce arena.”
Social commerce has been an emerging channel for merchants to reach out to newer audiences. Through this partnership, TikTok aims to make it easier for Shopify merchants to tap the creativity of the TikTok community and optimize their marketing campaigns. They can also benefit from the core functions of the TikTok For Business Ads Manager integrated into the Shopify dashboard. In simple terms, TikTok’s suite of ads allows to showcase creativity and tell stories legitimately, grow audiences and generate optimal results at a lower cost.
Satish Kanwar, Vice President of Product at Shopify expressing optimism said,
“TikTok is one of the world’s fastest-growing entertainment platforms with over 100 million highly engaged users in the US alone. The TikTok channel means Shopify merchants—even those without a strong TikTok following of their own yet—can connect with these new audiences using content that feels authentic and genuine to the TikTok experience.”
Some key points of the partnership include:
Seamless and Streamlines operation
Shopify Merchants can set up an account and payment options seamlessly as well as easily track conversions by installing TikTok Pixel.
One-Stop-Shop for all
Merchants can easily create and optimize campaigns, target audiences, and track performance all under one go
Testing New Commercial Features:
TikTok will also start testing new commercial features that will make it easy for users to discover Shopify merchants in the Middle East and shop their products within the app.
Facebook has recently launched an option of “Shops” on its social networking platform. This Will allow its 2.6 billion users an opportunity to shop while browsing through their favorite social networking website.
As the demand for the e-commerce market rises, Facebook sees this as an opportunity and is ready to cash more money. Facebook “Shops” will provide room to merchants, SMB, and product companies to build a virtual store on Facebook. Facebook is calling it “Social commerce”.
“We want to give people a place to experience the joy of shopping versus the chore of buying. And we want to help small businesses adapt and make it easier for people to discover and shop for things they love,” Facebook said in a press release.
To make things easy and secure, the products that will appear on Facebook and Instagram as the ad will not be linked to any third-party website or server. Instead, it will be linked to a zippy on the Facebook portal which will take the user to a catalogue from where the user can choose or purchase the product. It will also show the saved card details if the user has ever purchased from Facebook or any of its applications.
Live shopping experience:
Facebook will also provide live shopping features on its platform. According to Facebook, People have always been showcasing their products in live videos. Now, they can link these products with their store. The products will appear on the bottom of their live feed. By tapping on the product on their screen users can get all the details of the product. Live shopping feature will be available worldwide to its users!
“Shops” will be an integral part of the Facebook family. Users can save products in their cart on Facebook, and complete the checkout process on Instagram, or vice-versa. Facebook aims to target small vendors for his aspirations, and nearly 1 million users have registered to be a part of this experiment.
The other principal dissimilarity from past commerce enterprise is that Facebook “required the small businesses to go all-in on our tools,” Zuckerberg said.
The platform is free for everyone and Facebook is partnering with other tech giants to provide services at the back-end.
Zuckerberg further stated, “Rather than charge for Shops, we know if it’s valuable they’ll want to bid more for ads.”
One of the key partnership deals is made with “Shopify”, According to Facebook, in just a few clicks you can operate a Facebook shops account from Shopify.
Shopify founder and CEO Tobi Lutke said, “It’s an incredible new reality in the retail space to have these tools natively in the Facebook platform,” he further mentioned, for small businesses it’s very crucial to find new customers.
CEO Tobi Lutke added, “Communications is incredibly important, for so long that’s been monopolized by large CPG brands on television.”
According to him instead of going to different levels of media and advertisement, sellers will be able to reach directly to the customer. “The DTC industry, as some people call it, really happened on top of Facebook and Shopify.”
With Facebook focusing more on small scale businesses adding Shopify having the strength of entrepreneurs, the model looks like a rival of Etsy and doesn’t seem to target retail chains like Target.
According to the Zukerberg and Lutke analysis, this model will help to empower small-scale businesses. Helping those sellers who are genuine, and want to provide efficient services to their customers. The model will help small businesses to highlight their product in the market without expensive advertising. As most of the small scale businesses can’t afford the luxury of advertisement.
The users will also be able to earn rewards for their purchase. Rewards will be known as loyalty points. Facebook will motivate the sellers to provide these points to the customer on their purchase. This will help them to lure more customers. Users will be able to easily keep track of their loyalty points.