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Hotwire Headlines #35

July 7, 2021

Lara Johnstone

Hotwire has over 20 years of igniting possibilities for tech businesses. Hear our expert views and insights from our team on the latest developments in the industry.

Engaging audiences with athlete influencers and accessible marketing

This week, we look at the power of athlete influencers and neurodiverse inclusivity in engaging audiences, and the new features from Spotify and TikTok that will give brands more power and control in targeting potential customers.

The power of athlete influencers

With the Olympics fast approaching, this is a reminder for both brands and marketers to recognise the power athlete influencers can have in engaging large, loyal audiences. In contrast to typical influencers, athletes tend to have higher engagement rates and more loyal followers. For marketers, the power of athlete influencers cannot be overstated, affording brands a level of authenticity that can difficult to garner from other creators.

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Why a lack of neurodiversity is hurting brands

According to Neurodiversity Media, brands can be missing out on reaching as much as 12 per cent of Australians by creating marketing that is not accessible to neurodiverse people. In an era where consumers expect brands to take a more decisive stance on social issues, it’s becoming apparent that when it comes to marketing, improving the bottom line, and encouraging business growth, it’s essential for all facets of communication–including marketing–to be more inclusive.

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TikTok extends video length limit to three minutes

TikTok has extended its maximum video length from 60 seconds to three minutes, enabling creators to expand on the types of content they can offer their audiences. The change will give marketers more opportunities to engage with potential customers within a single video and expand how brands can interact with audiences through content. The new change is also set to increase competition with YouTube, which already offers similar content to TikTok through YouTube Stories.

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Spotify makes its ‘Audience Network’ available in Australia

‘Spotify Audience Network’ is now available in Australia, giving brands the ability to target consumers based on geography, audience type and demographic. The change will provide brands with more power than ever to directly reach the audience they need, no matter what content they are engaging with–either on Spotify or their third party apps.

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Report: Consumers still want to shop in-Store

TBWA has released a new report revealing that although online shopping will continue to grow, in-store retail is still important to consumers post-pandemic. While e-commerce is expected to grow, traditional strategies of reaching consumers are far from gone, as brands adopt a more Omni-channel approach to the shopping experience, marketers need to ensure they incorporate both the online and the in-store experience into their overall strategies.

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