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summary
eBay reports 60% of purchases are influenced by mobile and describes a mobile-first pivot across social platforms; Imgur shows promoted posts that mimic organic content — a 10-image drone post drove about 800 comments and used the platform’s cultural cat tax to succeed. Lessons: promoted posts must match the front-page quality, localization beats one-size-fits-all, programmatic needs niche partners, and a campaign of awkward GIFs flopped when it ignored community norms.
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chapters (12)
- 0:00Introduction and welcome
- 1:11Challenges in engaging new audiences
- 3:40Mobile-first engagement strategies
- 6:11Beyond demographics to interests
- 8:40Authentic community-based advertising
- 10:50Case study eBay’s drone campaign
- 14:20Failed advertising example on Imgur
- 16:08eBay’s reinvention and messaging
- 18:35Partnership with Imgur explained
- 19:17Localization challenges on Imgur
- 21:01User feedback on promoted posts
- 22:30Q&A and closing remarks
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