LinkedIn’s new marketing campaign, and the NFL’s new TikTok partnership

LinkedIn puts marketing focus on “community”

LinkedIn has released the first short films/ads for what it calls “Project Grimsby.” Announced in June, the effort is an attempt to demonstrate how LinkedIn is a community of people that can help people find new jobs and careers in hard times. LinkedIn has been following the lives of four different people as they search for new opportunities using the professional networking site.

The traditional meaning of communities is changing, explained Ngaire Moyes, global brand marketing and corporate communications leader at Linkedin. “[I]t’s important that our new online communities actually mean something. That they have the potential to supplement these traditional communities and add a real sense of value and meaning to our lives.”

Grimsby was once a thriving fishing community on the east coast of England. One short film focuses on Darren, a fisherman looking to grow his network and connect with international distributors; another follows Chelsey (main picture), who works part-time in a local café, but wants a full-time career as a caregiver.

NFL joins TikTok

The NFL has signed a multi-year deal with the popular mobile video social network TikTok, which includes an official account to deliver content such as highlights, sideline moments and behind-the-scenes footage. Because TikTok is all about challenges, the NFL is kicking off the partnership with its own #WeReady challenge. Fans are being encouraged to show their own team pride with a video and the #WeReady hashtag between Sept. 3 and Sept. 5.

“Partnering with TikTok is a natural extension of our media strategy,” said Blake Stuchin, vice-president, digital media business development for the NFL. “The platform reaches a fast-growing global audience of NFL fans and future fans. The NFL programming and hashtag challenges are a perfect way to kick off the NFL’s 100th season—with fun, new content that will entertain fans and invites them to celebrate and experience their NFL fandom in a way that’s authentic to the unique experience of TikTok.”

Will Facebook hide likes too? 

After experimenting with hidden “likes” on Instagram—first in Canada and now in other markets—Facebook is reportedly set to introduce the same practice for Facebook itself.

The possible change was uncovered by online security and app expert Jane Manchun Wong. Facebook confirmed only that it is exploring the possibility of hiding likes to Bloomberg.

Like the Instagram test, only those posting content will see their like tally. The change is believed to be a way for Facebook to address concerns that users worry too much about the success of their posts, either causing anxiety or discouraging posting altogether.

“By hiding the like/reaction counts from anyone other than the post creator, users might feel less anxious about the perceived popularity of their content,” wrote Wong on her blog. “Studies have shown that social media use may influence mental health, including leading to depression and anxiety.”









David Brown