Svilena Keane

TikTok, Snapchat, Pinterest and Reddit have all published reports this year about the benefits of advertising during Q5 — that hazy, liminal period between Christmas and the new year. None of them can agree on the exact dates that this ‘invisible quarter’ spans*, but they are all united in the belief that advertisers should be spending with them during this time.

Brands can generate positive word of mouth by showing up in member-initiated online communities such as Reddit, a new study finds. But the impact of their presence depends heavily on how prominent the branding is in their content and whether users perceive it as authentic. The researchers conducted several experiments manipulating brand prominence in posts to assess its effect on views, click-through rates, and ultimately, word of mouth recommendations.

MediaCat UK Podcast 'It's a cut-throat industry full of nice people' 00:00 / 45:49 Apple Podcasts Podchaser Spotify TuneIn YouTube Download file | Play in new window | Duration: 45:49 | Craft Media London doesn’t buy or make ads. The agency provides clients with comms strategy, filling the hole that exists between media and creative agencies, but nothing else.