What short-video marketers should know about UGC; Clubhouse content, how COVID-19 changed social media, and Instagram for kids

Before brands embark on short-video marketing, one of their key considerations should be the pros and cons of user-generated content (UGC). March 26, 2021 [What short-video marketers should know about UGC; Clubhouse content, how COVID-19 changed social media, and Instagram for kids]() Before brands embark on short-video marketing, one of their key considerations should be the pros and cons of user-generated content (UGC). Marketers have had to learn to be comfortable with showing their brand messages in the midst of UGC on social media—and that’s been harder than ever, thanks to the recent rise in negativity and misinformation on some platforms. But to excel in the short-video format, especially on TikTok, marketers must also be willing to tap ordinary users for inspiration, participation, and viral distribution. Inspiration: Trends pop up quickly in short-video venues. Whether it’s a viral dance move, a meme, or food-preparation techniques like tortilla hacks and whipped coffee (also known as Dalgona coffee), it’s important for marketers to keep an eye on what’s bubbling up among users—and be prepared to act fast. [Read the full article.]() [[Webinar] A CX Must: Unify First- and Third-Party Data]() Mixing first- and third-party data is a game changer for identity management and customer experience. Increase ROI with data convergence and unlock your marketing’s full potential. Join this live eMarketer Tech-Talk Webinar, with presenting sponsor Infutor Data Solutions. [Register Now]() [The Weekly Listen: Clubhouse content, how COVID-19 changed social media, and Instagram for kids]() On today's episode, we discuss Clubhouse's content and competitors, how the pandemic changed social media, the future of social networking, the potential of Instagram Lite, Facebook launching a kids' version of Instagram, some eerily accurate predictions about 2021 from 100 years ago, and more. Tune in to the discussion with eMarketer principal analysts Jeremy Goldman and Debra Aho Williamson, and forecasting analyst at Insider Intelligence Peter Vahle. ["Behind the Numbers" is made possible by Neustar. Listen in.]() [chart-image]() [[Webinar] What Do CEOs Expect From CMOs?]() To move toward CX-centricity, brand marketers must unify silos. Learn how CEOs' expectations of CMOs have changed, plus tips on how to build a CX-centric culture, team, and operating model to lead change from within. Join this live eMarketer Tech-Talk Webinar, with presenting sponsor ActionIQ. [Register Now]() [Women and people of color are still underrepresented on TV shows](=/ODY3LVNMRy05MDEAAAF8DZs6OidvzUadAk8U2xVyofHvdDry-e3m42FmslCJv04386zzhFmtDmShQ8j_AgYAu5mFG7A=) US TV is still disproportionately white and male; women represented over half of the US population but just 37.9% of reoccurring cast members on TV shows in 2019. [Read the article.](=/ODY3LVNMRy05MDEAAAF8DZs6OidvzUadAk8U2xVyofHvdDry-e3m42FmslCJv04386zzhFmtDmShQ8j_AgYAu5mFG7A=) [chart-image](=/ODY3LVNMRy05MDEAAAF8DZs6OidvzUadAk8U2xVyofHvdDry-e3m42FmslCJv04386zzhFmtDmShQ8j_AgYAu5mFG7A=) ©2021 Insider Intelligence Inc. 11 Times Square, New York, NY 10036 eMarketer Daily is published by Insider Intelligence Inc. [Unsubscribe](/ODY3LVNMRy05MDEAAAF8DZs6OidvzUadAk8U2xVyofHvdDry-e3m42FmslCJv04386zzhFmtDmShQ8j_AgYAu5mFG7A=) | [Change email address](/ODY3LVNMRy05MDEAAAF8DZs6OidvzUadAk8U2xVyofHvdDry-e3m42FmslCJv04386zzhFmtDmShQ8j_AgYAu5mFG7A=) | [Update preferences](/ODY3LVNMRy05MDEAAAF8DZs6OidvzUadAk8U2xVyofHvdDry-e3m42FmslCJv04386zzhFmtDmShQ8j_AgYAu5mFG7A=) | [Advertise](=/ODY3LVNMRy05MDEAAAF8DZs6OidvzUadAk8U2xVyofHvdDry-e3m42FmslCJv04386zzhFmtDmShQ8j_AgYAu5mFG7A=) [Select "Research Submissions"](=/ODY3LVNMRy05MDEAAAF8DZs6OidvzUadAk8U2xVyofHvdDry-e3m42FmslCJv04386zzhFmtDmShQ8j_AgYAu5mFG7A=) for potential inclusion in the eMarketer Daily. If you cannot view the HTML newsletter, please [read it in your browser here](=/ODY3LVNMRy05MDEAAAF8DZs6OidvzUadAk8U2xVyofHvdDry-e3m42FmslCJv04386zzhFmtDmShQ8j_AgYAu5mFG7A=). =/ODY3LVNMRy05MDEAAAF8DZs6OidvzUadAk8U2xVyofHvdDry-e3m42FmslCJv04386zzhFmtDmShQ8j_AgYAu5mFG7A= =/ODY3LVNMRy05MDEAAAF8DZs6OidvzUadAk8U2xVyofHvdDry-e3m42FmslCJv04386zzhFmtDmShQ8j_AgYAu5mFG7A=