Magnet #51

Welcome to Magnet! We hope you’re enjoying the warmer weather- this afternoon MAG are having some much needed catch up time out of the office ( but we wouldn’t leave you without Magnet!). but to all your hard workers reading this, this is a reminder to give yourself a break as well.

Enjoy.

Love island x Reddit

A first of its kind partnership in the UK, Reddit is to be the official fan partner for Love Island’s eighth series. Love Island super fans have always used Reddit to discuss the show, and new this year, ITV will offer unprecedented access to behind-the-scenes operations of the show, including exclusive content and a place for fans to have their own ‘firepit’ moments throughout the show – and it will all take place on Reddit.

“Over the last year, the appetite for Love Island has  grown on Reddit with over 140% increase in engagement and over 52% growth in subscribers in the r/LoveIslandTV community and we’re excited to celebrate the friendships, connections and fun-filled moments with the community on the content that matters most to them”, Laurelle Potter, Reddit’s UK Market Director, said.

An official new u/LoveIsland profile (run by ITV’s Love Island team) will interact with fans throughout the series in the r/LoveIslandTV community, and people can participate in AMAs (Ask Me Anythings) with ITV producers, crew, and execs. Friends and family of the Islanders will be featured in Upvote/Downvote, a quickfire video content series answering questions from the community. Additionally, Redditors will get a sneak-peak of Casa Amor, the gorgeous villa where relationships are put to the test.

Disney+

Two months ago, Disney said it was adding an ad-supported tier to its subscription streaming service, Disney+, and it has now revealed that it will be a  light number of ads, at an average of four minutes per hour.

Disney+ has also committed to not having any ads during content aimed at children younger than school age, and will not show any ads to users who have a designated kids profile. Perhaps this will be the way to have streaming sites with adverts that consumers are happy with. By Disney+ recognising the need to be careful where they put their ads on a platform that previously had none, it shows the brand is listening to their audience and showing that they care about their experience.

It is still not known exactly when Disney+’s ad-tier will be launched, or how much cheaper it will be for users.

Tiktok & democratising ads

TikTok has launched an ad product that it hopes will help to "democratise" the creator space.

‘Branded Mission ’ will enable advertisers to crowdsource "authentic" content from creators on TikTok, and turn top-performing videos into ads, with the aim of improving brand affinity with media impressions. The major plus to this is that the videos are produced by small creators, so naturally  they will blend seamlessly into TikTok and not feel like a traditional ad.

Creators who are at least 18 years old with more than 1,000 followers will be eligible to participate in a Branded Mission, and  TikTok wants brands to attract its diverse ecosystem of creators- who are the main drivers of culture on TikTok.

And, as part of an inclusive proposition, TikTok will not allow brands to dictate which creators will respond to each mission beyond the factor of geographical location.

Overall, the video-sharing app is encouraging two-way engagement between brands and creators, which enables the TikTok community to have a creative hand in the ads that are a part of a brand campaign, whilst also helping brands discover emerging creators broadly across TikTok. This is another example of a platform making ads for their users, and will likely have a positive reaction if they are more natural.

Speaking at a panel in London ahead of the product launch Stuart Flint, head of global business solutions, Europe, TikTok, explained that the aim was to: "democratise the creator space. The proposition means that brands cannot target content creators based on age, gender, race or any other distinguishing features.”

And Christopher Kenna, chief executive and founder, Brand Advance added that, as a gay, black man, he thought it was important that creators were not limited and this non-targeted proposition could benefit marginalised creators who can attract brands all year round.

Branded Mission is now in beta testing and available to brands and marketers across more than a dozen markets, including the UK.

Bike Bosnia

Our Head of our Data and Insights team, Gemma,  is taking part in an amazing initiative to raise money for Mines Advisory Group. From the 10th-15th June, the 6th overseas Bikes against Bombs ride will see participants cycle 300 hilly kilometres from Dubrovnik to Sarajevo. The team is aiming to raise £10,000 so that landmines and unexploded bombs can be cleared from communities affected by the conflict.

Lytham Gin are also supporting the cause by developing a flavoured gin to help fundraise, and our Designer Hannah designed the wonderful logo. So if you’d like to donate to a good cause, now’s your chance!

The cost of the gin will be £38.00 per bottle and £15.00 of the proceeds will go directly to the MAG charity.