- May 29 2020
Influencers are about to make more money on Instagram.
Influencers are about to make more money on Instagram. In the wake of talk about TikTok influencers being brands’ new go-tos, Instagram is doubling down on ways for their creators to make money on the platform by sharing ad revenue with them for the first time. New features will include ads on IGTV, digital badges that followers can buy through the Live feature, merch sales through Instagram Shopping, and an expansion of the Brands Collabs Manager tool, which handles sponsored campaigns between brands and influencers. While Instagram has been mostly “hands off” on monetization, these new updates could “drastically alter the influencer money making landscape.” (NYTimes, The Verge)
- May 29 2020
Pinterest is getting into online grocery shopping, allowing users to buy ingredients through brand posts.
Pinterest is getting into online grocery shopping, allowing users to buy ingredients through brand posts. It’s no secret that home cooking has surged during quarantine leading to a boom in online grocery sales. YPulse’s exclusive research found that 24% of 18-39-year-olds are grocery shopping online more because of COVID. According to Pinterest, between March and April they saw a 191% increase in searches for the term “leftovers,” as well as spikes in searches for “cooking tips”. Now, the site will offer up shoppable ads that would allow users to buy ingredients from brands like Hormel Pepperoni and Stella Artois through third-party vendor sites—pushing social shopping even further into the future. (Adweek, NRF)
- May 28 2020
More Millennials are joining TikTok.
More Millennials are joining TikTok. While the platform has primarily been Gen Z-dominated, more Millennials have been signing up during quarantine. According to data from Comscore, between January and April, the number of 25-34-year-olds on the app rose from 22.4% to 27.4%, and 35-44-year-old users grew from 13.9% to 17.1%. While the number 18-24-year-old users grew from 9 million to 14 million, Millennial use grew at “a faster rate.” The surge in new users has contributed to $78 million of in-app revenue—a 10x increase from last month. (Adweek, Mobile Marketer)
- May 28 2020
Meanwhile, TikTok creators are replacing Instagram influencers.
Meanwhile, TikTok creators are replacing Instagram influencers. While Instagram celebrities were previously idolized, COVID (and a series of missteps) caused followers to realize that they don’t relate to their “lavish lifestyles.” Now, TikTok influencers are poised to become brands’ new go-tos as young consumers crave authenticity and someone who “empathizes” with what they’re going through. Throughout the pandemic, TikTok stars like Charli D’Amelio and the McFarlands have connected with their audience with playful content while equally offering a realistic view into their quarantined lives. (Adweek)
- May 27 2020
What are TikTok cults?
What are TikTok cults? In the last few weeks, “cults” have been emerging on the popular app—a term for an “open fandom” revolving around a single creator (or “cult leader”). The most prominent cult, Stepchickens, was formed by Melissa Ong (@chunkysdead), and has more than 1.8 million followers. Ong’s followers refer to her as the “Mother Hen,” show their loyalty by changing their profile photos to an image she selected, and wage comment battles on other influencers. Rival cults like The Jeffs, The Weenies, Babbages, The Flamingos, Duck Sanctuary, the #YeeHawSquad, The Griswolds, and many more have started to emerge, resulting in a cult “war.” (NYTimes, Distractify)
- May 26 2020
TikTok’s AR ad format could single handedly “disrupt” multiple industries.
TikTok’s AR ad format could single handedly “disrupt” multiple industries. We’ve said that brands need to have an augmented reality plan to reach young consumers—and TikTok could be a big part of the AR marketing future. With the introduction of a new AR brand effect ad format (which could directly compete with Snapchat and Instagram), TikTok users will be able to add branded interactive visuals to their videos, which could “take things up several notches” in terms of interactivity and brand engagement. It could be a “dream come true” from an advertiser’s perspective since seeing a product in 3D would keep a viewer’s interest for longer, makes it easier for users to experiment, and attract prominent influencers who are looking for new, innovative ways to generate revenue. (Forbes)
- May 22 2020
TikTok collab houses are trying to stay afloat during COVID.
TikTok collab houses are trying to stay afloat during COVID. Pre-pandemic, content creator collectives were a growing trend and new influencer houses like Girls in the Valley, the Drip Crib, and the Kids Next Door began to “put roots down” in LA right before the outbreak. Many of them had already signed leases and planned opening parties, with some putting their launches on hold, and others forging on with caution and health protocols. While many brand deals, sponsored trips, and house collaborations have been cancelled, some have been able to secure partnerships with Postmates and Xbox for sponsored content that emphasizes staying home. (NYTimes)
- May 21 2020
Facebook and Instagram just made impulse shopping on social media a lot easier.
Facebook and Instagram just made impulse shopping on social media a lot easier. Starting this week, the social networks are allowing users to browse and buy products directly from business pages and profiles. The new tools enable small and mid-sized businesses to create a “full-fledged Facebook Shop”—and a million have already signed up. The new shops will be featured on brands’ social profiles and shoppers will be able to place orders without leaving the apps, increasing the ability for young consumers to make quick impulse buys when they’ve been tempted by something on the platforms. YPulse’s Ad and Marketing Effectiveness report found that social media ads are the top places that have influenced young shoppers to purchase something. (TechCrunch, Adweek, Mashable)
- May 21 2020
“Scrappy” ads are performing better than COVID-themed ones.
YouTube’s “scrappy” ads are performing better than COVID-themed ones. According to a YouTube executive, COVID-related ads didn’t “perform any better than regular ads on the site.” A trend of “here for you” during “unprecedented times” commercials featuring inspirational music and shots of empty streets emerged at the start of the pandemic, but didn’t have too much of an impact. Instead, spots with more “scrappy” production have performed “strongly” or “better” than most of the other ads—paving the way for a future where high-quality commercial shoots aren’t as necessary. (CNBC)
- May 20 2020
Instagram is adding a new recommendation feature, with an initial focus on wellness.
Instagram is adding a new recommendation feature, with an initial focus on wellness. Amid the pandemic, brands have been launching tools to support young users’ mental health—and Instagram is the latest to do so. With Guides, creators on the platform can curate content together in a single location, and the first set of content will focus on wellness content in light of the ongoing crisis. The American Foundation for Suicide Prevention put together a “Mental Health and COVID” Guide, while the group Heads Together is launching Guides that collect posts reminding viewers to be kind to each other, practice self-care, and talk about their feelings. (The Verge)