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Scout: Social Media Upheaval, Authentic Influencers, Cookie Demise and More in This Week’s Digest of Top Digital Marketing Content

Welcome to Scout! Each week, our team tracks down the best digital marketing articles, POVs, and reports—so that you don’t have to. Here’s what to read from the week of 5/26/22 – 6/2/22 to stay ahead of the curve: 

‘TikTok Will 100% Kill Instagram’: Social Experts on Influencers and Authenticity [:04] 

Brands can’t afford inauthenticity in 2022, period. But what exactly does authenticity mean for social media influencers and the brands they work with? In the wake of Ogilvy announcing it will no longer work with influencers who edit their appearances in ads, social experts to weigh in. 

What the Heck is Going On with Social Media, and How Does it Affect Advertisers? [:04] 

Meanwhile, the world of social media is in a bit of a crisis. Inflation, war, rising interest rates, supply chain crises, new regulations, and the theater of Elon Musk have sent stocks plummeting and caused giants like Snap to miss revenue expectations. But what does it all mean for advertisers? 

Why Cookie Demise Could be a Blessing in Disguise for Big Brands [:03] 

The industry continues to churn as it searches for new solutions to third-party cookies. Meanwhile, a meta-analysis from Analytic Partners suggests individual targeting doesn’t actually work all that well for big brand marketers. (Bonus: Here’s how Amazon is quietly exploring the ad ID space.

The Upfronts Nearly Forgot About TV’s Biggest, Oldest Audience [:04] 

We get it—streaming TV is all the rage right now. But while streamers like Disney+, Netflix, and Hulu spent their upfronts showing off programming aimed at Gen Z and millennials, Warner Bros. Discovery chose a different tack: leaning in to its 50+ audience base—who aren’t just older, but also more affluent. 

The Top Reasons Consumers Switch Brands [:01] 

Amidst inflation angst and supply chain woes, it’s an unpredictable time for retail marketers. A recent study by Salesforce is helping to shed light on the top reasons consumers are switching brands. Of note: about two-thirds switched in search of better deals, and more than half sought better product quality.  

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