There is life beyond Facebook, Twitter, Pinterest and the other giants on social media. We’re talking about We Heart It, the Instagram-Pinterest hybrid network, which lets users create canvases like Pinterest and “heart” images and videos like Instagram.
After an impressive cadre of brands such as YouTube, Hollister and, most recently, Peanuts, Victorias Secret Pink and Vera Wang using it for native advertising, CBS Films is the latest to be attempting to woo its overwhelmingly young audience base for the new Daniel Radcliffe teen romance movie,”What If.”
Leading up to the film’s release later this week, CBS Films launched a page for “What If” on the platform in May and intensified promotions recently, as a means to distribute branded content. It came up with a micro-content strategy that allowed it to share the story and themes of the film in a native form within the platform, as well as engage the community actively.
The highlight is a video, in which the stars of the film Radcliffe and Zoe Kazan appear — urging “Hearters” to participate in a fun campaign. They ask We Heart It users things along the lines of the film’s title: Imagine their wildest dreams come to life, and create and share their own custom “what if” collections under the tags of “quotes,” “love and friends” and “relationships.”
Now six years old, We Heart It is trying to carve a niche for itself among the giant social network platforms. While it boasts of 30 million registered users, comScore puts its latest unique multi-platform monthly visitors at just over 3 million, which is a pittance in comparison to its competitors — Instagram, which has over 72 million unique visitors, and Pinterest, which has over 57 million unique visitors for June 2014. And yet, it continues to attract more advertisers — probably because they are lured by the fact that 80 percent of its users are under 25 years old.
We Heart It lets users create profiles and share their favorite images from across the Web with each other. The platform caters to advertisers too, offering them a chance to advertise natively by providing brands their own verified accounts — which they can then use to share images or videos for engagement and drive traffic to their own sites via sponsored content.
“The visual Web is exploding as people are more adept at expressing themselves visually on a number of platforms and, with that, a new era in online advertising is emerging for brands,” said Dave Williams, the president of We Heart It. “It’s richer, more expressive and far better suited for mobile devices than any form of online advertising previously available.”
Matt Gilhooley, vice president of digital marketing at CBS Films, said We Heart It’s reach is quite large for a platform that feels a little bit under the radar.
“Browsing the platform, it’s apparent that the content people already heart and share on We Heart It perfectly aligns with the relatable themes of the film,” he said. “It functions as visual canvas for everything they love, how they feel, and what inspires them.”
Digiday+ Research: Instagram wins over Facebook for role in brands’ holiday marketing
Brands differ on how they use each marketing channel during the holidays -- even when it comes to sibling social media platforms Facebook and Instagram, Digiday+ Research found.
How — and why — Candy Crush is in the midst of a 10th anniversary brand refresh
In the years since Activision Blizzard acquired the Swedish game studio King in 2016, employees at the gaming giant have started to internally refer to their company as “ABK” — that is, Activision Blizzard King. But the corporation’s recent financial reports indicate that “KAB” might be a more accurate abbreviation.
Independent agency Goat invests in influencer strategy for clients as it expands in the U.S.
Everyone is after influencers to up their marketing game. But the secret to success, Goat contends, is in viewing influencers as performance media and using data to deliver clients guaranteed outcomes.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Marketers bring Web3 to the FIFA World Cup with augmented reality, NFTs and virtual worlds
The month-long tournament, which begins this weekend, will be the first World Cup since it took place in Russia in 2018 long before “Web3” entered the global lexicon. Now, official and non-official sponsors are hoping to harness the hype with a range of NFTs, virtual worlds, augmented reality tools and other trendy tech.
U-Haul diversifies its social strategy to tell people it’s more than moving trucks
In recent years, U-Haul's in-house agency has been working to "better leverage social media for brand loyalty."