Social shorts: TikTok’s new ‘Transparency Center,’ VSCO rolls out new video tool, YouTube allows certain coronavirus ads

This collection of social media marketing and new hire announcements is a compilation of the past week’s briefs from our daily Marketing Land newsletter. Click here to subscribe and get more news like this delivered to your inbox every morning.

YouTube makes an exception for coronavirus ads, Instagram tests new feature for live stream posting

YouTube to allow some coronavirus monetization. YouTube is loosening the reins on its ‘Sensitive Events’ policy to allow monetization of some coronavirus-related videos, Social Media Today reports. The platform is making a special exclusion to allow selected YouTubers to monetize videos that discuss the pandemic. The goal is to make ‘authoritative’ information visible to users while providing ad credits to relevant organizations, like the World Health Organization and the CDC. YouTube said it’s also donating ad inventory to governments and NGOs to help spotlight timely information. 

Post live streams directly to IGTV. Instagram is reportedly testing an option that enables users to share live streams direct to IGTV as soon as the broadcast has ended. The feature was spotted by Jane Wong on Twitter. For brands, it could be an easy way to build up your IGTV content that requires almost no extra steps. Take advantage of it.

IAB says NewFronts will be streamable, TikTok announces a new transparency initiative

IAB NewFronts to be live-streamed. Media buyers and content creators, take note. In wake of public health concerns, this year’s IAB NewFronts season (slated to take place April 27- May 6 in New York) will be available to live stream. Speakers participating in the 2020 Digital Content NewFronts – a series of media partner presentations and announcements from the likes of Twitter, YouTube, Hulu, Verizon Media, and others – will have the ability to remotely stream their presentations. Not all the details for streaming access are clear yet and the IAB is instructing users to “check back soon for more information and an updated schedule.”

TikTok’s new ‘Transparency Center.’ Amid growing concerns around TikTok’s content censorship and use of personal data, the video-sharing social platform is opening a “Transparency Center” to allow outside experts to examine and verify TikTok’s practices. The new facility will be located within TikTok’s LA office and will give outside experts visibility into the company’s day-to-day operations, including a look at how moderators apply TikTok’s content guidelines to review content flagged for review, TechCrunch reports. In addition, the experts will be shown how users and creators are able to raise concerns with TikTok and how those concerns are addressed. TikTok will also explain how the content on the platform aligns with its guidelines, the company says.

TikTok’s new URL option for videos, VSCO’s new video editing tool 

New URL option for TikTok posts. TikTok users can now attach URLs to their posts – though there are only three websites that can currently be linked to TripAdvisor, Wikipedia, and Yelp. While the feature seems oriented toward travel, local businesses, and public information, it’s a small step that provides users with more ways to engage with a post. 

VSCO introduces new video collage tool. Last week, VSCO launched a new editing tool called ‘Montage’ which lets users create multi-layered still and video combination projects for use in social feeds. As explained by VSCO, “You can stack and layer in one or more videos, photos, colors, and shapes to create a unique collage-like video.” It’s a good tool for small businesses that need to create high-impact motion content with limited resources.

On the move

New CMOs head to Arby’s, Jimmy John’s and Accuweather

Patrick Schwing was appointed chief marketing officer for the quick-serve restaurant Arby’s. He will oversee advertising, digital innovation, menu development and branding and report to the company’s president Jim Taylor. “We’re excited to have him take the reins as CMO,” said Taylor, “His extensive experience in brand building, innovation, digital marketing and organizational leadership will be integral in leading Arby’s to its next phase of growth.” Schwing comes to Arby’s after being with Proctor & Gamble for more than 16 years, most recently leading the CPG company’s Oral-B brand within the interactivity and innovation division. 

Jimmy John’s has hired Darin Dugan to replace John Shea as the sandwich shop’s chief marketing officer. Dugan will manage brand marketing and planning, menu development, advertising, digital and loyalty programs. Dugan was the VP of national marketing for Sonic Drive-in — both Sonic and Jimmy John’s are owned by Inspire Brands (along with Arby’s, Buffalo Wild Wings and Rusty Taco). “His leadership, creativity, innovation and singular focus on guest experience will help accelerate the growth of Jimmy John’s,” said Jimmy John’s President James North. Dugan’s background includes various marketing leadership roles within the food industry, including time at Applebee’s, Kraft Food Group and MillerCoors. 

The global weather and digital media company AccuWeather has named Michelle Harmon-Madsen chief marketing officer. She will report to the company’s founder and CEO Joel N. Myers and oversee Accuweather’s marketing strategy and execution. Advertising, promotional campaigns, websites, PR, branding and new product and services promotions will all be her responsibility. “Michelle has proven herself to be future-fit, digital savvy and on the leading-edge of consumer and B2B marketing,” said Myers. Before joining Accuweather, Harmon-Madsen was the president of ShopperX Lab, a company she founded. She is currently on the board for She Runs It, an organization that supports women in the advertising industry. 

About The Author

Taylor Peterson is Third Door Media’s Deputy Editor, managing industry-leading coverage that informs and inspires marketers. Based in New York, Taylor brings marketing expertise grounded in creative production and agency advertising for global brands. Taylor’s editorial focus blends digital marketing and creative strategy with topics like campaign management, emerging formats, and display advertising.

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