This week, we're catching up on the latest viral TikTok trends, tweaking audio brand recognition and increasing numbers on a video book review.
TikTok honors shabby singers at sea
Demo by TikTok user Nathan Evans of a 19 th — the sea slum of the century has made unexpected waves on TikTok, sparking what the social media company says is the first viral trend of 2021 – #SeaShanty.
As other users (including Andrew Lloyd-Webber) reacted to the Scottish postman's performance by adding harmony through the platform's duet feature, TikTok saw an opportunity to eat Celebrate the creative explosion.
The company worked with VaynerMedia to create a 30-second video montage that illustrates the evolution of the trend. The placement, broadcast in the UK television market, is The newest element in the campaign called “Getting Started on TikTok,” according to an article on The Drum.
[embed]https://www.youtube.com/watch?v=eXbRwzUA78k[/embed] ” James Rothwell, head of marketing for TikTok in Europe, said in a press release. (TikTok isn't the only brand taking advantage of the #SeaShanty trend – Polydor Records signed a three-album recording contract with Nathan last month.)
WHY IS THE PROBLEM: Not every brand can be TikTok , but every brand can celebrate its communities. Whether it's a community that attends your events, engagement on social platforms, or your products, it's great to recognize your biggest fans. You can create a tribute video (like TikTok did) or an award or other form of recognition. For example, CMI names a Content Marketing World Community Champion each year.
HOW WE HEAR ABOUT IT: CMI alum Jodi Harris shared the VaynerMedia news release.
Mastercard makes a big splash with its sound brand identity
This week marks the two-year anniversary of the launch of the Mastercard audio brand identity.
When the financial services company first introduced 30 – second tone in 2019, Marketing and Communications Director Raja Rajamannar explained to Forbes What the company wants from the sound:
"So it's very comfortable. If it's unpleasant, the label doesn't look good, so it has to be pleasant. It has to be simple… It has to be neutral, which means it shouldn't dominate every situation… and it has to be memorable; unless it's memorable, you can't connect it to your brand.
“And it has to be funny; what you humming stays in your brain much better… And it has to be flexible. Whether you are in Dubai, in Shanghai or in Columbia, anywhere in the world, it will bring a sense of belonging to you. ”
Here is the original sound scene:
And here's how the Mastercard tune plays in different languages:
In 2020, Mastercard ramps up sonic efforts, releasing an original pop single that incorporates Mastercard tunes. Merry Go Round written and produced by Sweden's Niclas Molinder (who has worked with Lady Gaga, Miley Cyrus and Mary J. Blige) is scheduled to be the first release from the upcoming Mastercard album called Priceless (later). famous advertising campaign of the brand).
What's next? Raja told attendees at the American Marketing Association virtual conference last year that a Mastercard musical was in the works.
. @ Mastercard takes sound branding to the next level with a tune, an original pop song… and the next, a musical? Let's talk about this and other #ContentMarketing trends in #WeeklyWrap. Click to Tweet
WHY IS IT IMPORTANT: Content marketers talk a lot about sound as voice becomes an evolving medium for content delivery. But we don't hear much about audio recognition. It's something all brands should consider — even those that don't plan on creating musicals or releasing pop songs. Every brand can benefit from a consistent, recognizable (audible) voice.
HOW WE HEAR ABOUT IT: CMI's Monina Wagner heard Raja's presentation at the AMA conference.
Spoken text in video book reviews
Tyler Meunier launched a series of book review videos created on the Prezi platform. (Although Tyler works as a marketing assistant at Snappy Kraken, he doesn't do it as part of his day job.)
Tyler's First Book Review – Seth Godin's All Marketers Are Liars: The Underground Classic Explains How Marketing Really Works and Why Authenticity Is the Best Marketing . In about 10 minutes, Tyler introduces his new series and dives into the highlights of Seth's book.
But Tyler doesn't just read from one script. He illustrates points with graphs throughout the video and gives a sense of authenticity by revealing how relevant the book was to him.
WHY IS THE PROBLEM: As the content format, video enables a more personal connection with your audience – it gives your content a face and a voice. Tyler's video shows that a professional setup with top-notch graphics isn't necessary – something many people can appreciate when they're broadcasting from their homes. It doesn't even need to be perfectly polished. Tyler's first episode feels experimental, and that adds to the authenticity.
HOW WE HEAR ABOUT IT: Naba Ahmed's Prezi shared it with the CMI team. Tyler used the Prezi platform to create it.
Cover photo by Joseph Kalinowski / Content Marketing Institute