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" ... And yet social is not enough on its own. Even with the newly redesigned Facebook Feed which has photos representing about 75% of its content. Brands are still built today by being built on ideas on the rise in culture, maximized in all sorts of media. Ok, ok, you've heard it before...social is less intrusive and more meaningful, involved and interactive. Take for instance the “promote” feature that is now available to Facebook users worldwide, which provides everyday users with the option to pay to promote a photo, status, or other post for around $7 a pop. You can now sponsor your Dad, your dog...certain products, thoughts and ideas in order to have them show up higher in an audience’s news-feed, which Facebook’s help center says increases its views by a designated audience. Users have control over who can see the sponsored posts, and have the ability to see how many people have seen or interacted with their ad as a sponsored and unsponsored post. ... "
" ... Partnering with TikTok influencers is proving lucrative enough that the cost is going up. The rates to partner with TikTok influencers is starting to rival the costs of working with Instagram influencers. An influencer handled by my firm sparked a sellout of the leggings she just happened to wear in her TikTok dance video. The unsponsored video also generated a 156,000-person “notify me” email list for the brand. ... "
" ... Partnerships and sponsorships between racetracks and non-racing entities are few and far between, except at the highest levels of the sport (The Kentucky Derby Presented by Yum!, for instance, or the Breeders’ Cup Classic, at one time Powered By Dodge, but unsponsored since 2006). Branding opportunities by breeding farms or other racing businesses offer revenue streams for the tracks and exposure to the sponsoring companies, but they do little to expand the sport’s reach beyond its niche market. Longines is one of the few non-industry companies with a long-standing and wide-ranging financial commitment to equestrian sports, and particularly horse racing. ... "