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Trends in social media: The Motherhood scours the headlines so you don’t have to. Check back throughout the month for more!

Influencer Marketing Industry Resources

Affiliate Marketing And Influencers: Redefining Brand Engagement In 2024 – January 29, 2024

The landscape of influencer marketing is embracing an exciting and highly effective shift toward affiliate marketing as a strategic influencer approach. This isn’t just another trend; it’s a game-changing method that’s gaining traction for its ability to forge lasting relationships between brands and influencers. While affiliate marketing isn’t a new concept, the core idea here is to re-imagine its role, shifting from short-term influencer engagements to long-term affiliate partnerships. In this updated approach, influencers don’t just promote; they evolve into genuine brand ambassadors over time. This strategy goes beyond typical campaigns, building a foundation of trust and continuous collaboration. Perhaps the most compelling aspect of this renewed affiliate approach is the performance-based reward system, which effectively encourages influencers to share authentic, impactful brand promotions.

Winning With Gen Z On Amazon: Leverage Influencer Marketing And Social Commerce – January 26, 2024

If there’s one thing that defines Gen Z, it’s social media. Young consumers are all about shareable videos, viral challenges and influencer trends spreading like wildfire online. According to a 2022 survey by Morning Consult, 54% of Gen Zers spend at least four hours per day on social media, and 38% spend even more time than that. Amazon sellers wanting to drive discovery and sales among this demographic must embrace social commerce and influencer marketing tailored to digital-first preferences. My company’s survey of 266 Amazon shoppers between the ages of 18 and 26 reveals the clear impact of peer validation and video content across Gen Z’s preferred platforms on shaping purchase behavior. Brands authentically engaging through the right personalities and channels stand to win.

10 metrics to track influencer marketing success in 2024 – January 24, 2024

Influencer marketing has grown beyond getting a viral moment. It has become a core element of marketing and sales strategies. Our Q3 2023 Pulse Survey revealed 81% of US-based social marketers consider influencer marketing an essential part of their social media strategy. They no longer expect accidental virality by hiring an influencer. That’s why tracking key influencer marketing metrics effectively has become crucial. Doing so enables you to benchmark your influencer campaigns against business goals, determine the ROI of your partnerships and pivot quickly based on what is and isn’t working.

How Halara uses influencer incentives to go viral again and again – January 24, 2024

If you’re a TikTok girlie, you’ve probably seen videos that feature Halara clothing. If you’re also a marketer, you may be wondering: How did the brand start showing up everywhere? It all started, as it often does, with organic content. One of the earliest viral posts featuring the DTC athleisure brand came in March 2021 from influencer couple Meg and Jack, where Meg surprised Jack while wearing a Halara dress. The post has been viewed nearly 2 million times, and the brand, which began posting on TikTok that same month, took notice, Gabby Hirata, Halara’s global brand president, said

WHY GEN Z LEADERSHIP IS CRUCIAL FOR INFLUENCER MARKETING – January 24, 2024

From fashion bloggers to long-form YouTube content creators, and from crazy hype houses and flying to Dubai to promote makeup products, the creator economy has seen a huge boom in the last decade. As marketers begin their 2024 campaign planning, influencers are a default component of any brand’s marketing mix. Yet, working with influencers/creators can be hit or miss. With everyone tapping influencers with the same strategies, it can be difficult for a brand to break through—especially as audience feeds become saturated with #paid and #partner content.

Marketing Briefing: As influencer marketing RFPs mature, measurement, attribution and emerging trend strategies come into focus – January 23, 2024

Brands’ influencer marketing requests for proposals (RFPs) are zeroing in on measurement and attribution as well as how influencer agencies and platforms will keep them abreast of emerging trends, according to influencer marketing execs, who say overall the RFPs are now much more sophisticated than previous years. Call it another ripple effect of influencer marketing maturation. As marketers continue to increase influencer marketing budgets — recent IAB research found that 44% of advertisers expect to increase influencer marketing spending this year, increasing budgets by roughly 25% — they’re rethinking the metrics of success for influencer marketing campaigns.

As consumers demand more for their money, some clothing brands shift their messaging to quality – January 22, 2024

The quality of clothes—particularly women’s clothes—ain’t what it used to be. Items made from 100% natural fibers are hard to find, even at luxury prices. Many garments feel like they begin to deteriorate after a few wears, and somehow, prices still seem to keep rising. It’s become a point of passionate discussion on social media, where consumers vent, deinfluence, look back at what some brands used to sell, and share tips on how to find higher-quality clothes via thrifting, mindful purchasing, and…going to Brandy Melville? Some TikTok creators, like Jennifer Wang and Andrea Cheong, have even dedicated their platforms to offering opinions on which items from certain brands are worth the money.

Tweens take over Sephora – January 21, 2024

Here’s a story about mean girls that not even Tina Fey could make up. TikTok influencers are angrily calling out “Sephora Kids”: tweens who are spending big money at the beauty chain and also allegedly wreaking havoc at the stores. One Sephora employee described a 10-year-old fighting with her mom over a $900 purchase; a TikToker went viral telling a story of how a tween “ate her up” after nabbing the last Drunk Elephant bronzing drops in the store, while other TikTokers posted examples of destroyed sample stations.

What You Need To Know About Working With Influencers – January 20, 2024

Influencer marketing is taking digital advertising by storm. According to Statista, influencer marketing has already grown to a robust $6 billion a year, representing a staggering 3x growth rate over the past four years alone. By 2029, advertisers are expected to spend more than $69 billion a year to have their goods and services promoted by influencers. The breakneck speeds at which the landscape is evolving “imposes an ultimatum on senior executives: adapt or risk your brand falling behind.

GEN ALPHA INFLUENCER MARKETING—HOW BRANDS CAN WORK WITH YOUNG CREATORS – January 19, 2024

Evelyn, a beauty influencer with a little over 67,000 followers across Instagram and YouTube, documents her multi-step morning skincare and makeup routine on an almost daily basis, which includes everything from Rare Beauty blush to Drunk Elephant bronzing drops. In one such video, Evelyn complains about recent drama with her friends while applying Drunk Elephant moisturizer, Supergoop sunscreen and Glow Beauty toner. These types of videos are commonplace in today’s social media landscape, especially among beauty or skincare creators wanting to tap into the enduring popularity of the “Get Ready With Me” trend.

The role of influencer marketing in the growth of e-commerce – January 12, 2024

The rise of influencer marketing has revolutionized the world of e-commerce. In fact, influencer marketing is a $16.4 billion industry. By tapping into the power of social media influencers, small and large businesses have found a new and effective way to reach their target audience, dramatically increasing e-commerce sales.

5 PROVEN TIPS FOR INFLUENCER MARKETING IN 2024 – January 12, 2024

In 2023, the influencer marketing industry hit a record $21.1 billion in the U.S., showing no signs of slowing down. If you’re not already taking advantage, you’re missing out. 50% of Millennials trust product recommendations from influencers. 33% of Gen Z-ers have bought a product from an influencer recommendation. Businesses generate $6.50 for every $1 invested in influencer marketing. Collaborating with the right influencers in your niche is a proven way to raise brand awareness, increase trust, and even drive sales.…But how can you set your brand up for success? 

Inside the creator marketing trends expected to go viral in 2024 – January 11, 2024

In a world that’s increasingly online, the creator economy is primed for the spotlight. Digital video consumption has reached an all-time high, led by creator content, and advertisers are shifting more dollars toward smartphone-yielding creatives. Some are willing to bet that the days of creators being viewed as a supplement to advertisers’ playbooks are gone. Instead, creators could become the foundation. “Starting first with creators when it comes to advertising is definitely the wave of the future,” said Ali Fazal, vice president of marketing for creator management platform Grin. 

So you want to be a social media star? What to know about the creator economy in 2024 – January 8, 2024

Half a trillion dollars. That’s how large the creator economy, currently pegged at $250 billion, is predicted to grow in the next four years, according to Goldman Sachs.

While people have been making a living off of creating content for online audiences for nearly two decades, what was once a nascent industry is growing up. Brands are getting more strategic about influencer marketing, a thriving ecosystem has emerged to serve creators and their needs, and social platforms are increasingly nudging consumers to spend while they scroll.

The Power Of Influencer Marketing: Your Strategic Investment For Success – January 5, 2024

In an era where digital platforms reign supreme, influencer marketing has evolved from a mere trend to a fundamental component of modern advertising strategies. This approach transcends many conventional advertising expenditures by offering strategic value and measurable returns, which has led to a shift in how many marketers view it: It’s not just a spend. It’s an investment.

Influencer Marketing: 5 Tips For Success In 2024 – January 5, 2024

Any brand looking to compete in the marketplace likely understands the benefits of influencer marketing. In 2023, the global influencer marketing industry was estimated to be worth $21.1 billion, while U.S. influencer marketing spending growth was expected to outpace ad revenue growth on almost every major platform.

How QVC is helping influencers grow their brand and audience – January 5, 2024

Annette Dunleavy, vice president, brand marketing, QVC

Long before the term influencer became synonymous with social media marketing programs, program hosts on QVC understood the unique relationship they had with their audiences. Arguably, they were among the original social influencers. As early as 2010, QVC was one of the first multiplatform retailers to partner with YouTubers and beauty bloggers. However, its influencer program isn’t just an early adoption story. The program has grown steadily over the past decade to become an essential strategy for engaging new and existing customers.

Researchers team up with mental health influencers to reach young people online – January 5, 2024

Kate Speer knows the world of influencers well. For five years she was the CEO of the social media company the Dogist, growing the audience to 5 million followers. She managed “a whole slew of influencer marketing campaigns,” she says. “You know, for dogs or dog food … everything was for the sake of a bottom line.” At the same time, Speer was building her own following around something very different – frank conversations around her experience with severe mental illness.

5 INFLUENCER MARKETING TRENDS TO WATCH IN 2024 – January 4, 2024

Influencer marketing is now a standard line item in many brands’ advertising budgets—and a $21.1 billion industry in its own right. As 2024 begins, executives intimately familiar with the ever-evolving nature of the industry are eyeing several potential shifts in how brands and agencies incorporate creators into their marketing.

Influencer marketing is ‘becoming a necessity’ for restaurant brands – January 4, 2024

Undeniably one of the biggest trends of 2023 was restaurant brands leveraging influencers on social media to sell their products. These influencers resonate with the coveted Gen Z demographic and help position brands top of mind, even if just for a fleeting moment. And apparently they’re very effective at convincing others to try a menu item. Consider Chipotle’s fajita quesadilla campaign with TikTok influencers Alexis Frost and Keith Lee, for example. The 2023 promotion helped generate two of the company’s top digital sales days of all time.

Influencer agencies report mixed experiences with TikTok Shop – January 4, 2024

As TikTok Shop grows its presence on the platform, influencer agencies are going through growing pains alongside the program. TikTok Shop soft launched last May among select brands, and was officially rolled out in September. Currently there are 200,000 merchants on TikTok Shop and 100,000 creators selling through the affiliate program. In turn, many brands end up working with creator agencies, which manage the influencer’s contracts, commissions and campaign strategy on TikTok Shop. According to creator agencies, TikTok Shop is an appealing new channel for their clients to partner with brands. However, snags like issues with the tech infrastructure and a tedious onboarding process are still preventing some creators from joining TikTok Shop’s growing stable of affiliates. 

How To Harness AI For Influencer Marketing – January 3, 2024

Whether or not we’re collectively ready to embrace it, artificial intelligence is revolutionizing the way brands interact with their audiences. This cutting-edge technology, known for its capability to analyze complex data, is quickly bringing a new level of sophistication to strategies that were once solely based on human intuition and creativity. It’s likely going to become mission-critical for brands to strike a balance by learning to effectively integrate this technology into their influencer marketing campaigns without alienating the audiences they’re looking to reach.

The Year Ahead: The Alluring New Face of Influencer Marketing – January 3, 2024

• The BoF-McKinsey State of Fashion 2024 Consumer Survey found that 65 percent of respondents rely less on fashion influencers compared to previous years.

• Consumers prefer increasingly entertaining and relatable personalities, with less-polished aesthetics, quirkiness, humour and vulnerability.

• To capture and hold the attention of consumers online in 2024, fashion marketers should break free of the tried-and-tested and explore new ways of partnering with creators.

7 Things Brands Should Consider Before Collaboring With an Influencer – January 1, 2024

In today’s digital-first world, brands are increasingly turning to social media influencers to amplify or be the face of their brands. The decision to collaborate with influencers, however, is not one to be taken lightly. Compared to traditional marketing channels, influencer partnerships come with their own set of challenges and opportunities. There are several factors brand managers and marketers should consider in evaluating whether an influencer collaboration aligns with their brand strategy and goals, and it goes far past their follower count.

Micro-Influencer Marketing Guide: Benefits and Steps – December 29, 2023

As the popularity of influencer marketing grew, the landscape has also evolved at a massive scale. What was once an industry largely focused on bloggers soon shifted its focus to social media influencers and YouTubers. Even then, the initial focus was on influencers with a massive following – typically in the tens of thousands (or even millions). Now in the age of authenticity, brands are embracing micro-influencer marketing to build genuine connections with their audience. 

Following This Simple Influencer Strategy Can Skyrocket Your Business – December 29, 2023

Nothing changes in business quite so fast as the world of social media marketing – and more specifically, the world of influencers. For entrepreneurs starting their businesses, it can be daunting. After all, some of the biggest influencers in the UK are reported to charge around over £10,000 per social media post.

What’s the Hottest Influencer Marketing Tactic for 2024? Harnessing Your Superfans – December 27, 2023

In today’s social media landscape, not everyone is an influencer–but everyone can have influence. That’s why many businesses are shifting their marketing dollars from professional content creators–whose services can be prohibitively costly for some brands–to everyday people capturing user generated content (UGC). The best part, this approach–which can involve a number of different tactics, including gifting free products and offering affiliate revenue–can tighten customer relationships, helping draw brand superfans deeper into a business’s product development pipeline.

How influencer marketing will evolve in 2024, according to executives and creators – December 20, 2023

The concept of “authenticity” is nothing new, but it’s set to power influencer marketing in 2024. According to experts, influencers who read as authentic to their followers will continue to have the most success in the new year. So, to ensure they resonate, creators and brands alike are seeking long-term relationships, as opposed to one-off partnerships, such as those Nudestix has fostered via its celebrity stock option plan model. Below are predictions from those moving and shaking in the industry about this and other influencer marketing trends they expect in the year to come.

10 Marketing Trends That Will Dominate In 2024 – December 18, 2023

The marketing landscape is evolving due to many factors: technological advancements, changing consumer behaviors, regulatory changes and more. In my role as chief growth officer at an ed-tech platform, staying abreast of these trends is crucial. Understanding the latest developments helps me formulate effective strategies to boost business development and enhance brand value, which is imperative to staying relevant and competitive in today’s ever-changing market. In this article, I will explore some marketing trends that I believe will help drive business growth in 2024 and offer some actionable strategies for businesses to stay competitive in the year ahead.

AI

Born Connected: The Rise of the AI Generation (Annual Data Report) – 2023

The kids are AI-right. A new study that analyzed the digital media habits of over 400,000 families and schools worldwide in 2023 found that almost 20% of kids accessed the ChatGPT website last year, making it the 18th most-visited site for the year. The report comes from parent control software maker Qustodio, which analyzed children’s online habits aged 4 through 18. Australia led the way for AI adoption among kids, where 30% of kids reported using ChatGPT. Other findings from the report: TikTok led the charts for social media app usage among kids, while Snapchat took top spot for communication apps when measuring for average daily time spent on these apps.

Nonprofit/Social Good

Nonprofit Trends That Will Dominate 2024 – January 11, 2024

Between fundraising shortfalls, inflation and the rise of artificial intelligence, nonprofits faced a challenging, but promising business landscape in 2023. As nonprofits now move into 2024, keeping a watchful eye on new trends and discerning which ones are here to stay will be essential to leaders ensuring their organization maintains a secure position in the sector.

20 Nonprofit Experts Share Trends To Watch In 2024 – December 19, 2023

With the end of the year fast approaching, many nonprofits are already deep into planning and executing initiatives for Q1. In addition to set goals giving teams an idea of what to work toward, examining the market for emerging trends can help ensure a nonprofit organization is moving in the right direction to best meet the needs and expectations of constituents.

Healthcare/Pharmaceutical/Supplements

How Healthcare MSO Leaders Can Leverage Marketing And Communications – January 23, 2024

According to healthcare consulting firm Medi-Tech Insights, the healthcare management services organization (MSO) market is expected to witness a healthy growth rate by 2027, driven by factors such as the growing demand for specialty care, rising focus on value-based care and increasing investments by private equity firms. Healthcare MSOs are designed to centralize and alleviate the administrative work of running specialty practices—for orthopedics, oral surgery and others—to drive practice growth and profitability.

The Intersection Of Social Influencers And Healthcare – January 3, 2024

During the Covid-19 lockdowns, many people turned to Google and social media for answers about health issues. The #health hashtag has more than 165 million publications on Instagram today, encompassing illnesses, nutrition and mindfulness. Consequently, digital marketing has become more important, and marketers are turning to key opinion leaders, experts and influencers for digital content and recommendations (while there are significant differences between these three groups, I will simply refer to them as influencers from now on). However, they should approach influence marketing with caution, given some important specifics related to healthcare

Trends in Social Media

X Looks To Expand Its Amplify Video Monetization Program to Creators – January 27, 2024

Hey, remember how MrBeast re-posted one of his old clips on X and made $260k from ad revenue share in a single week, and every single other X creator, who’s making about $1000 for similar numbers, was like “wtf”? Well, that’s because X cheated the system, by enrolling MrBeast, a.k.a Jimmy Donaldson, into its Amplify video promotion offering, which no other creator can utilize, because up till now, it’s only been available to selected partner publishers in the app.

New Report Shows TikTok Usage Is Rising Among Teen Users, While Snapchat Remains a Key Connector – January 25, 2024

Engagement trends, in all forms, are evolving, with more of us spending more of our time online, and interacting in new environments, be it in AR, VR, through AI-influenced means, and more. Each of which will likely have the biggest impact on the next generation of consumers, in defining how they engage with each other moving forward. It’s this younger cohort that will dictate the next stage of connection, and with that in mind, this new report from digital wellbeing provider Qustodio covers some interesting ground, in analyzing teen user trends from different regions.

Meta Launches New Teen Safety Measures To Limit Unwanted DM Contact – January 25, 2024

Meta’s looking to build on its teen user protections, with new default DM restrictions, which will further limit who can message teens in its apps, as well as new management tools for parents via its Family Center. First off, on DM restrictions. Building on its default DM controls for teens, which block adults that they don’t follow from messaging them in the app, Instagram will now, by default, switch off the ability for all teen users to receive messages from anybody that they don’t follow or aren’t connected to in the app.

Is Threads Catching On? A Look at How the Most Followed X Profiles Are Engaging in the App – January 25, 2024

While the Threads community is slowly taking shape, which is further solidifying it as a viable alternative to Twitter/X, there are still some signs of growing pains, especially among certain interest areas, many of which are still yet to migrate across to the platform in any significant way. Which could be fine. Threads is already up to 100 million users, and following its launch in Europe last month, I anticipate that Meta will update this to 200 million, if not more, as part of its Q4 earnings announcement next week.

Meta Looks To Get More Advertisers Utilizing Targeting Automation With API Update – January 24, 2024

Meta’s looking to lean further into AI for ad targeting, with the expansion of its automated “Advantage” targeting to all campaign objectives and optimizations. The update comes as part of Meta’s Marketing API v.19 update, which also includes various revisions and changes designed to improve campaign performance.

TikTok’s Testing 30 Minute Uploads as It Looks To Expand Its Content Options – January 23, 2024

The next stage of TikTok is coming, with some users now seeing the option to upload 30 minute long videos in the app. TikTok has been steadily increasing its maximum post limit for years, with the platform originally starting at 15 seconds per clip, which was then extended to 60 seconds, then 3 minutes, then 5 minutes, before rising to 10 minutes in 2022. Last October, TikTok began experimenting with 15 minute uploads, so the trend towards longer clips isn’t new.

LinkedIn’s Rolling Out a New Sponsored Post Option To Maximize Content Benefits – January 18, 2024

LinkedIn’s rolling out a new ad consideration, with sponsored posts coming to all users, providing another way to generate leads from your LinkedIn content.

LinkedIn Shares Insights Into B2B Marketing Trends – January 17, 2024

What are the key trends of focus among B2B marketers, and how are they looking to tap into the latest opportunities and market shifts? LinkedIn partnered with Ipsos to conduct a survey of over 2,000 B2B marketers from around the world, in order to get their insights into what they see as the most important industry trends, and related impacts across different categories.

TikTok Publishes Valentine’s Day Marketing Guide – January 14, 2024

With Valentine’s Day fast approaching, TikTok has shared a new guide to help marketers tap into the event, and create more resonant campaigns in response to key trends among TikTok users. You can download TikTok’s 9-page ‘Valentine’s Day For You’ guide for yourself here (with email sign-up), but in this post, we’ll take a look at some of the key notes.

Do You Need To Use Hashtags on LinkedIn? – January 12, 2024

There have been various reports circulating throughout different LinkedIn communities as to the effectiveness of hashtags in the app, and whether you even need to bother with hashtags in your LinkedIn posts anymore. As you may recall, for a long time, LinkedIn didn’t actually support hashtags at all, but then in 2018, the platform not only reactivated hashtag discoverability, but it also started pushing hashtag use in an effort to get more users manually categorizing their posts.

YouTube Adds Simplified Tools To Edit Long Form Clips Into Shorts – January 11, 2024

YouTube has rolled out a new option to help you reformat your long-form content into Shorts, which could be a handy option for those looking to tap into the popularity of the Shorts format. As outlined by YouTube Creator Liaison Rene Ritchie, YouTube’s new Shorts editing UI, accessible via the “Remix” option on your clips, provides access to a range of editing tools to reformat your clips into the Shorts format.

Why does TikTok Shop look like that? – January 10, 2024

In 2023, TikTok officially opened the doors of TikTok Shop in the US, a marketplace that many industry onlookers said could rival e-commerce juggernaut Amazon. TikTok had already built an ad business reportedly worth close to $20 billion in a little over five years, reaching 1 billion monthly active users globally last summer. If people are using the platform, why not sell them stuff? Nearly four months after the unveiling of its US marketplace, TikTok Shop is selling…something. If it’s the future of digital commerce, though, it might leave something to be desired.

20 Content Prompts To Help Boost Your LinkedIn Presence in 2024 – January 7, 2024

The professional social network continues to grow and continues to report increasing engagement, as more people come to the app looking to make industry connections, and highlight their personal expertise. If you want to make a bigger splash on LinkedIn this year, this listing will help. LinkedIn expert Richard van der Blom has put together 20 content prompts to help you build your LinkedIn presence, through consistent, targeted content and engagement.

TikTok’s Planning To Boost Its In-Stream Commerce Spend 10X in 2024 – January 4, 2024

Will 2024 be the year that TikTok finally wins over Western consumers with its in-stream commerce options? Over the last few years, TikTok has been pushing to maximize its in-app sales, in order to maximize its revenue opportunities. In China, the local version of the app, called Douyin, now generates the majority of its income via in-stream sales, which is the template that TikTok is looking to adapt for other markets.

Instagram Experiments With New Public ‘Collections’ Feature on Profiles – January 4, 2024

Instagram’s looking to expand its Collections feature, in order to enable users to share Collections of posts on their profile, which could help to give people more insight into their interests.

8 Visual Trends To Consider for Your Marketing in 2024 – January 4, 2024

Visual trends are always evolving, and while that logo and color palette that you came up with may have been cool in 2012, its now 2024, and it could be worth re-considering your approach, in order to maximize your visual appeal. Which is crucially important. Attention spans are shorter than ever, and if you want to gain traction in busy social feeds, you need to grab people as they scroll by.

TikTok Launches 2024 Marketing Calendar to Assist in Your Planning – January 3, 2024

TikTok has published a new content planning guide for 2024, which includes all the key dates to be aware of, along with various pointers and notes, to assist in your campaign strategy. The guide takes a different approach to the usual content calendar templates, with more focus on how to make the most of specific events.

TikTok Tests New Desktop-Based Tools for Creators and Marketers – December 21, 2023

TikTok’s working on some new tools to help creators maximize their performance, this time via new desktop-based creator tools, including a new Creator Center UI which provides more analytics insights and updated discovery tools, utilizing conversational AI. First off, on the new Creator Center. Now, in the desktop version of the app, some users with a Business account are seeing a new format for the analytics UI, which better lays out the various data points in full-screen.

Threads Moves to Next Stage of Testing for Its API – December 21, 2023

As Threads continues to gain momentum, especially among journalists, a next key step will be the development of an API, which will then enable direct publishing to Threads, as well as scheduling, third-party analytics and more. And the Threads team is working on this, with Instagram chief Adam Mosseri recently noting that they’re building a write API to begin with.

YouTube Shares Ad Tips Based on Best-Performing Promotions of 2023 – December 20, 2023

Looking to improve your YouTube campaigns in 2024? This might help. Today, YouTube has shared its top ads of 2023, along with some tips to help brands tap into key engagement trends reflected within these promotions. While some of the tips relate to celebrity partnerships and highly produced content, there are some notes that can be applied to all campaigns and budgets.

X Shares Insights Into Platform Usage and Engagement – December 19, 2023

As we noted recently, it’s hard to get an actual, real read on what’s happening on X, and whether activity in the app is increasing or decreasing, amid various controversies and concerns sparked by owner Elon Musk and his changes at the app. For example, X keeps posting vague updates like this, which don’t really provide enough context as to what they mean.

 

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Trends in social media: The Motherhood scours the headlines so you don’t have to. Check back throughout the month for more!

Influencer Marketing Industry Resources

1 in 3 Gen Zers have bought from an influencer-founded brand in the past year – December 18, 2023

Key stat: 33% of US Gen Z consumers have purchased a product from an influencer-founded brand in the past year, followed by millennials (29%), according to Morning Consult. Beyond the chart:

• Influencers are no longer just voices for other brands. They’ve become their own standalone media channels, diversifying their platforms and revenue streams. 
• “If you look at the influencers that have done particularly well in this space, not only do their products have to be aligned with their own brand, they have to be authentic,” said our analyst Blake Droesch on an episode of our “Behind the Numbers: Reimagining Retail” podcast. “But before all that, [influencers] need to have that platform, and that massive reach.” 
• The top influencers among US teens in fall 2023 were Alix Earle and MrBeast, according to Piper Sandler. MrBeast already sells his own products, and Earle is on her way to starting a brand.

How Boxbollen Works With The World’s Top Creators And KOLs – December 17, 2023

Ever heard of playtech? Imagine marrying a toy with apps, UIs and tech devices. And if you haven’t been living under a TikTok rock, you might have wondered why Dr Phil, Bill Gates and Khloe Kardashian all punch a bouncing ball while standing in front of their living room with a TV screen counting the hits. Swedish playtech company Boxbollen is just what it sounds like, a bouncy ball you box with your bare hands. And in just a few years, founders and brothers Jacob and Victor Eriksson have grown the company into a TikTok favorite and involved some of the world’s most notable creators, celebrities and tastemakers to show their jabs and uppercuts.

5 ways to make the best TikTok ads using social media creators – December 13, 2023

Research shows that consumers respond better to social media ads featuring influencers. According to TikTok, 71% of users say they purchased a product because of the authenticity of the creator who recommended it. And 56% of customers feel they can trust a brand more when a creator shares its products. It’s about trust, which is why more brands are featuring creators in their ads than ever before. But finding success with this strategy is not as easy as just throwing a creator in front of a camera and letting it roll.

Dispelling Myths: The Reality of Influencer Marketing in the Gaming World – December 13, 2023

Marketing through social media personalities over the last few years has had a tremendous impact on the present state of the gaming industry. Today, many games depend on their success upon influential persons who have a large number of fans who promote and advertise new issues. This article examines the magnitude of influence that marketing has had in gaming. Explaining how it transformed both the game’s advertising and consumers.

Sociable: The age of virtual influencers is coming, bringing new considerations for brands – December 7, 2023

“Sociable” is the latest commentary on important social media developments and trends from industry expert Andrew Hutchinson of Social Media Today. While the current spate of generative AI tools are interesting, and are already changing discovery behaviors and interactive processes, they’re really only scratching the surface of what’s possible, and are far from actual “intelligence” as the AI name suggests.

What’s the Best Social Media Influencer Option for Your Business? – December 7, 2023

The landscape of influencer marketing has undergone a great transformation in recent years. No longer tethered to the allure of celebrity endorsements and macro-influencers boasting millions of followers, brands are now gravitating towards nano- and micro-influencers, armed with smaller but fervently engaged audiences. The key to forging authentic connections with consumers lies in partnering with content creators who deliver visibility, genuine endorsement and effective advocacy. Marketers have shifted their focus, acknowledging that the quality of engagement trumps the sheer size of an influencer’s following. 

How B2B influencer marketing will grow your brand – December 6, 2023

Every member of a procurement team is more than just a professional—they’re people. Parents, pickleball players, podcast enthusiasts—and those are just the P’s. On and off the clock, they research potential purchases just as everyone else might. There lies the magic of B2B influencer marketing. Influencer marketing has long been a staple for business-to-consumer (B2C) brands looking to cultivate more authentic connections with their audience. It’s not just a trend—it’s a proven strategy. It’s time for B2B brands to embrace the power of influencers. 

6 Influencer Marketing Trends To Watch In 2024 – December 6, 2023

As we inch closer to 2024, the influencer marketing landscape is brimming with potential for significant shifts and innovations. Influencer marketing is an industry that’s always on the move, and right now it’s gearing up for some big changes that could shake things up for brands and creators alike. What do these trends mean for the way brands will connect with their audiences? How will they affect the influencers we follow and love? If you’re curious about the future of liking, sharing and hashtagging, let’s peel back the curtain on what influencer marketing might look like in 2024—because it’s shaping up to be an exciting ride.

What creator Anna Kai looks for in a brand partner – December 6, 2023

In a little over a year, Anna Kai went from 87 TikTok followers to more than a million. All it took to kick things off was one viral video. That video, a “get ready with me” (GRWM) confessional where she discussed dating and commitment with humor and a steady eyeliner hand, was the first step in building a following that many creators—and brands—can only dream of. In addition to her TikTok following, Kai counts a million followers on Instagram.

Predicting the influencer trends of 2024 – November 29, 2023

In 2024 new influencer trends will see them become increasingly indispensable to brands looking to tap into new consumer segments. Greater competition for eyeballs and the rapid pace of emerging trends have placed influencers at the core of every digital campaign. As marketers search for greater ROI on their social media strategies, the power of influencers to amplify the growth of brands make them a standout in the modern marketing toolkit. 

TikTok creators are increasingly tapping into food-centric content — and brands are following – November 28, 2023

Since cupcake company Baked by Melissa’s early days, co-founder and CEO Melissa Ben-Ishay has been the muscle behind its social media presence, posting regularly to Instagram and Facebook. Like many others, Ben-Ishay set her sights on TikTok in 2020 during pandemic lockdown, posting cupcake decoration videos, behind-the-scenes clips from the bakery where her brand’s signature bite-sized cupcakes are produced and other product videos. The videos did well enough, pulling in anywhere from a few thousand to a few hundred thousand views.

Artificial Intelligence

How To Train ChatGPT To Write In Your Brand’s Tone of Voice – December 10, 2023

The Creative Marketer shares his ChatGPT prompt tips in this infographic. To enact these, add “Write like [INSERT CHARACTER]” at the start of your ChatGPT instructions.

ChatGPT and PepsiCo’s Starry were the fastest-growing brands of the year: report – December 7, 2023

ChatGPT was the fastest-growing brand of 2023, according to a new report. No, AI didn’t write it. Morning Consult’s analyst team did, after tracking the share of US adults who said they were considering purchasing from a brand in January versus the share who said the same in October in order to determine growth. The OpenAI chatbot, which was released late last year, overtook TikTok as the fastest-growing consumer app ever by January, per the report. OpenAI also made the top 20, as did several social media and beverage brands, though the lists differ fairly significantly across generations.

How Online Influencers And Idols Are Using Generative AI – December 1, 2023

Since social media entered our lives, influencer marketing has become a powerful tool for brands to build awareness and for individuals looking to become brands themselves. So, it’s little surprise that the industry that’s grown out of this convergence of powerful forces – celebrity and marketing – is very excited about generative AI.

Publishing

TikTok’s #BookTok trend ‘literally changed my life’ – December 3, 2023

A self-published author and a bookshop owner have told how TikTok’s #BookTok trend has changed lives and altered the publishing industry for good. Adam Beswick from Lancashire found fame on the site when he started advertising his books under the hashtag. Kirsty McKay, owner of The Book Dragon in Stockton, said #BookTok was allowing self-published authors to thrive. #BookTok has over 200 billion views on TikTok, the equivalent of everyone in the world viewing it 25 times. It has become a community of book lovers sharing favourite reads and reviews, as well as a place for authors to share upcoming work.

Nonprofit/Social Good

Mastering Purpose-Driven Brand Storytelling On Social Media – December 11, 2023

In a digital era dominated by short attention spans and content overload, traditional storytelling just doesn’t cut it anymore. To truly engage your audience and foster a connection, purpose-driven brands must embrace unconventional storytelling methods. Let’s explore how we can break free from traditional narratives.

A good influence: How social media influencers can collaborate with charities for social good? – December 5, 2023

Influencers continue to be a part of many brand marketing strategies. With a tight-knit community of followers, social media influencers have been able to foster authentic connections and trust among their audiences. Making their platforms a great environment to raise awareness around ongoing world issues and even promote a charity close to their heart. Yet in today’s environment where politics and social concerns are increasingly polarising, many prefer to stay silent to avoid the risk of a backlash. However, this also comes at a price, with many influencers being call out for remaining silence on important social issues, being labelled as “out of touch”, as a result.So how can content creators show their support to a particular cause, while not alienating a part for their audience?

Marketing With Purpose: Why Organizations Must Lead With Their Values – November 29, 2023

Picture this: Scrolling on Instagram, you come across a video of a woman recounting a deeply personal story. After escaping domestic violence, she was able to shop for high-quality clothes to begin interviewing for jobs and putting the pieces of her life back together. She talks about the importance of clothing for building confidence and dignity, and she talks about the program that enabled this in her time of need. At the end of the video, she mentions that the organization that helped her is always looking for volunteers. After hearing the message and seeing the impact firsthand, you organize with your workplace to set up a staff volunteer day where your company spends the afternoon helping out with the clothing program. A few weeks later, you take your own clothes to donate to the cause. Through just one video, you’ve created a connection with an organization and have begun to make your own impact. This is what meaningful marketing is all about.

Healthcare

A healthcare team’s guide to HIPAA compliance on social media – December 6, 2023

You’d be hard-pressed to find healthcare marketers that don’t understand the value of social media for healthcare, according to Jill Florence, Director of Enterprise Sales at Sprout Social. As Florence explains, “Social is a non-negotiable part of driving brand awareness and building connections with patients, physicians and community members. But it can be a challenge for the marketing teams on the digital front lines to overcome the concerns of security and privacy teams—especially at the intersection of HIPAA and social media.”

Trends in Social Media

What Is an API and How Does It Work? – December 14, 2023

If you follow social media marketing news (which presumably you do if you’re reading this), you’ve no doubt read several stories about APIs, mostly in relation to third-party applications. But if you’re not a programmer, you may not understand what an API is, and how it relates to digital marketing systems. To provide some more insight on this, the team from Salesforce have put together this infographic, which takes a broader look at the various ways in which APIs can be used.

Instagram Adds New Anti-Spam Measures, Including Improved Engagement Filtering Tools – December 13, 2023

Instagram’s announced some new spam combatting updates ahead of the holidays, designed to help reduce the manual curation load on users, and the overall impact of spam and junk in the app. And as anyone who manages a big IG account knows, there’s a lot of spam activity happening every day, in varying forms.

Instagram Adds Looping Video to Notes, New Note Reply Options – December 13, 2023

Instagram’s adding some new elements to its inbox Notes feature, with video notes, as well as new engagement options, designed to help drive more spontaneous interaction in the app. First off, there’s video Notes. Now, when creating a Notes in your IG Direct display, you’ll be able to include a 2-second, looping video, which will be visible to your mutual followers or Close Friends in their Notes tray for 24 hours.

Snapchat Announces New Generative AI Elements for Snapchat+ Subscribers – December 12, 2023

Snapchat has announced some new generative AI additions for Snapchat+, its paid subscription package, which is now up to 7 million paying members, up from 5 million just three months ago. First off, Snap’s adding a new way to create visuals in the composer, using text prompts to produce AI images.

New Research Shows YouTube Remains the Top Social App for Teens – December 12, 2023

Which social apps should you be using to connect with teen users? The team from Pew Research have produced their latest report on teen social media use, based on surveys conducted among 13 to 17 year-old social media users between September and October this year. And much of it is as you would expect, with YouTube still the dominant online platform of choice, followed by TikTok and Snapchat, though the more recent trends are worth noting in your planning.

Threads Adds Separate Link URL To Help Track Referral Traffic – December 10, 2023

This is a very handy update for social media managers and web admins. Instagram has now added a new, dedicated domain for Threads, separate from Instagram itself, which will make it easier to track referral traffic from your Threads posts.

TikTok Highlights Its Top Content Trends of the Year – December 6, 2023

Can you remember all the key TikTok trends of 2023? There were a lot, as explained by TikTok: “2023 on TikTok was the year we embraced the culinary delicacies known as girl dinners, shared know-before-you-go tips from the biggest concert tours of the year, asked ourselves “what can’t we make with cottage cheese?” and couldn’t stop thinking about the Roman Empire. From foolproof recipes to funny skits, throwback tracks and thriving small businesses, the global community continued creating, connecting and celebrating on TikTok, influencing culture and impacting lives.” If these are just now jogging your memory, then the 2023 “Year on TikTok” overview could be a ride, highlighting all the key trends of note that sparked engagement in the app throughout the year.

 

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View the archives of trends in social media curated by our influencer marketing experts:

November 2023

October 2023

September 2023

August 2023

July 2023

June 2023

May 2023

April 2023

March 2023

February 2023

Trends in social media: The Motherhood scours the headlines so you don’t have to. Check back throughout the month for more!

Influencer Marketing Industry Resources

Predicting the influencer trends of 2024 – November 29, 2023

In 2024 new influencer trends will see them become increasingly indispensable to brands looking to tap into new consumer segments. Greater competition for eyeballs and the rapid pace of emerging trends have placed influencers at the core of every digital campaign. As marketers search for greater ROI on their social media strategies, the power of influencers to amplify the growth of brands make them a standout in the modern marketing toolkit.

TikTok creators are increasingly tapping into food-centric content — and brands are following – November 28, 2023

Since cupcake company Baked by Melissa’s early days, co-founder and CEO Melissa Ben-Ishay has been the muscle behind its social media presence, posting regularly to Instagram and Facebook. Like many others, Ben-Ishay set her sights on TikTok in 2020 during pandemic lockdown, posting cupcake decoration videos, behind-the-scenes clips from the bakery where her brand’s signature bite-sized cupcakes are produced and other product videos. The videos did well enough, pulling in anywhere from a few thousand to a few hundred thousand views.

Recognizing Value: Influencers Deserve To Be Treated Like Traditional Talent – November 20, 2023

The creator economy has evolved, and the traditional power dynamics between brands and influencers have shifted. No longer are brands the sole powerhouses, and influencers aren’t just individuals awaiting their big break. They’ve become the landscape itself and shape consumer engagement and brand perceptions worldwide.

How the FTC’s Influencer Marketing Warning May Disrupt Brand and Creator Deals – November 20, 2023

When a brand tasks an influencer with creating sponsored content, the goal is generally for that social media post to resemble the creator’s unsponsored content as closely as possible. This is especially true when it comes to short-form video, which consumers will often instantly scroll past if they detect any whiff of blatant advertising.

Influencer or creator? Here’s how marketers can know who to hire – November 20, 2023

Marketers today see a bigger divide than ever between influencers and creators.

To be clear, the gap has been growing for a long while. As marketers have gotten more comfortable with the creator economy, influencers have become the go-to for performance marketing, while creators are considered more for branding purposes. However, there used to be some blending between the roles. That’s increasingly less so today.

Will Artificial Intelligence Replace Human Creators? – November 17, 2023

Artificial intelligence is revolutionizing how we search, create and communicate. As AI makes remarkable strides, I anticipate a profound impact on influencer marketing. I also believe that while AI has been engineered to complement the creative process, it cannot replace human production entirely. Created by humans, AI should be regarded as a supplement to our lives, not a threat. With the emergence of AI, numerous brands, agencies and content creators are likely to harness AI capabilities for mundane tasks. Although AI may lack the emotional intelligence required for complete immersion in the creative process, it can undoubtedly enhance creators’ workflow.

Influencer Pay Equity – 5 Key Points for Brands to Consider from New Industry Guide – November 15, 2023

By the end of their first year as creators, 73% of white influencers will have signed their first brand deal, compared to only 46% of BIPOC influencers, according to a 2023 report from Publicis Groupe agency MSL. That’s just one stat cited in the new Influencer Pay Equity Guide from the Association of National Advertisers (ANA), 4As and the PR Council. The industry trade groups partnered with marketers from brands such as Target, Bayer Consumer Health, Nationwide Insurance, Paramount, Wells Fargo and Unilever on the guide, which attempts to bring more equitable compensation and greater transparency in the $34 billion influencer industry.

5 Reasons To Partner With Influencers For Charity Campaigns – November 13, 2023

As you’ve likely noticed, influencers have become invaluable allies for brands. But they’re capable of doing more than just promoting products—they can champion meaningful causes, turning online interactions into real-world impact. Partnering with influencers for donation drives is fast becoming a game-changer for many nonprofits and charitable organizations. The genuine authenticity, impressive reach and deep engagement that these digital personalities offer are revolutionizing charitable giving. As the holiday season nears, there’s no better time than now to onboard these influencers to make your campaigns shine brighter and resonate deeper.

Be the Match Recruited Influencers to Drive Blood Stem Cell Donations – November 13, 2023

Convincing people to donate blood stem cells or bone marrow to strangers can be challenging, especially when those potential donors aren’t familiar with what the donation process involves or the impact their donation could have. That’s why, when it came to recruiting potential Gen Z and millennial donors, blood stem cell registry Be The Match turned to one of those generations’ most trusted sources of information: social media influencers. The effort earned Be The Match silver for Social Media Campaign of the Year among advocacy groups in the Healthcare Marketing Impact Awards 2023.

TikTok Shop Ads: Transforming Influencer Marketing – November 12, 2023

In today’s fast-paced digital world, the realm of influencer marketing continues to evolve and adapt to new platforms and technologies. One such transformation can be seen through the rise of TikTok Shop ads. These ads, integrated seamlessly into the popular social media app, have revolutionized the way brands connect with their target audience. Unlike traditional influencer marketing campaigns, TikTok Shop ads leverage the addictive nature of short-form videos to capture users’ attention and drive engagement. By partnering with influential creators, brands can tap into their vast reach and authentic rapport with followers, effectively promoting products and services in a natural and organic manner.

The complete guide to TikTok influencer marketing – November 9, 2023

There are over 100,000 TikTok influencers in the United States across a number of different niches. This means that no matter what your business is promoting, there’s likely a slew of influencers available to work with and get your brand name out there. And why would you want to work with TikTok influencers? Influencer marketing is a powerful marketing strategy that helps you increase brand awareness, build trust in your audience and generate more sales.

PRovokeGlobal: The Art of Authentic Influencer Marketing – November 9, 2023

In today’s digital era, where every individual boasts a digital footprint, brands and agencies are becoming more sophisticated about weaving influencer marketing into their campaigns. At the PRovokeGlobal Summit, industry leaders delved into their experiences, shedding light on the evolving landscape of authentic influencer marketing. Moderated by Provoke Media’s senior reporter Diana Marszalek and sponsored by public relations agency Havas Red, the panel featured insights from Melanie Klausner (executive VP at Havas Red), Neil Brennan (VP at online media monitoring company Meltwater), Jason Allen (social reputation consultant at CSAA Insurance Group), and Tanya Fraser

Measuring the Success of Influencer Campaigns: Q&A With Jonathan Futa of Group RFZ – November 8, 2023

Jonathan Futa is co-founder of Group RFZ, a company measuring influencer programs for the likes of Amazon, Kraft, CapitalOne and Waze. Futa’s focus is high-quality research insights for clients. In a recent Q&A, PRNEWS spoke with Futa about influencer marketing measurement, as well as tips for PR pros to maximize their influencer programs.

Influencer Marketing: A Playbook For Small-Business Success – November 7, 2023

You’re probably already familiar with the term “influencer marketing,” but you may not have tried it out in your own business. If you haven’t, you’re probably wondering, “Do people even pay attention to influencers?” A shocking 71% of consumers trust the opinions of influencers. Not to mention, influence marketing has a higher ROI than most other types of marketing, with an average of $5.20 per dollar spent. If you’re not using influencer marketing, your business is missing out and likely falling behind your competitors, as influencer marketing is on the rise.

How Brands Can Help Influencers Be Better Brand Ambassadors – November 7, 2023

With the influencer marketing industry expected to grow to more than $21 billion this year, it’s clear that it has secured a foothold in marketing. But while it’s proven its worth, businesses and influencers alike are still navigating some of the ins and outs of industry specifics, especially when it comes to upholding a brand.

EIBWC Podcast: How Creators Help Brands Stay Connected to Culture – November 7, 2023

Forbes CMO Network managing director Seth Matlins on the importance of empathy and collaboration. Why are younger generations rejecting idealized marketing? Because they crave authenticity! On this episode of the Everything Is Better With Creators podcast, Forbes CMO Network managing director Seth Matlins shares his insights on the importance of empathy and collaboration, and how it all ties back to creators.

The Fine Art of Holiday Marketing in Tense Times – November 7, 2023

There’s no doubt these are tense times. Whether consumers are shopping for themselves and family during the Black Friday and Cyber Monday period, or for friends and colleagues after Thanksgiving and in the run-up to Christmas and beyond, there has never been a more-needed time for the advertising industry to step up and deliver good vibes this shopping season.

What Will The Future Of Influencer Marketing Look Like? – November 3, 2023

Since the nascent days of influencer marketing, the concept has been simple: Brands deliver an experience or message through a creator who is perceived as more valuable than traditional advertising. As influencer culture has exploded, the industry has shifted dramatically. Suddenly, there are more creators and advertisers than there are impressions to go around. As the various social media platforms have grown, they demand monetization from brands to access their target audiences and beyond, essentially restricting the odds for organic reach.

4 tips for nano-influencers looking to land lucrative partnerships – November 3, 2023

In today’s creator economy, finding the right partnership is key. According to Goldman Sachs, the sector’s value will skyrocket to $500 billion by 2027, which means there is considerable financial growth to be unlocked. However, navigating this expansive landscape can be akin to sailing turbulent and complex waters, and successful collaborations are the compass that can help creators navigate them safely. Right now, there are different levels of creators, each of which targets a distinct and well-defined niche. According to a report by Influencer MarketingHub, 39% of brands have chosen nano-influencers as partners, while 30% of them have opted to partner with micro-influencers instead. So, what do these terms mean, exactly?

What Brands are Actually Willing to Pay Instagram Influencers: Datacenter Weekly – November 3, 2023

Influencer marketing platform CreatorIQ is out with new data—shared first exclusively with Ad Age Datacenter Weekly—revealing how much brands are actually willing to pay influencers for sponsored posts on Instagram. The data is part of the company’s 2024 Influencer Marketing Trends Report. CreatorIQ polled 225 organizations—approximately half brands and half agencies—that work with influencers.

How Coca-Cola celebrated the 25-year legacy of its NASCAR racing family – November 2, 2023

Coca-Cola’s relationship with NASCAR dates back to the 1970s, when it began sponsoring Hall of Famer Bobby Allison and various races. The soda brand has maintained naming rights to the World 600 race since 1985, and formalized its relationship with the association in 1998, when it became the official soft drink of NASCAR. To celebrate the 25th anniversary of the racing family, Coke reunited a handful of veterans for a “Legends” content series that would give the brand an opportunity to differentiate its social content from its traditional marketing pathways on broadcast and in retail.

How can brands use data to predict the unpredictable? – November 2, 2023

The responsibility of marketers to communicate effectively with customers based on their wants and needs is becoming more and more difficult – to the point that they are having to predict the unpredictable. So how can brands stay close to their consumers?

Marketing Briefing: How marketers are using AI to help the vetting process for potential influencer partnerships – October 31, 2023

As influencer marketing grows in popularity, and marketers spend more time vetting potential influencer partnerships, some agencies and influencer marketing shops are using AI tools to help them do so. Viral Nation, for example, has been working with brands to run potential influencer partners through its AI tool, Viral Nation Secure, to determine any brand safety flags. The tool allows marketers to “look at everything a creator has done across social media and detect if there are certain flags that would be a cause for concern,” explained Viral Nation co-CEO Mat Micheli, adding that the tool is akin to “anti-virus” software for social media.

A 6-point framework for maximizing influencer marketing ROI – October 31, 2023

Building brand reputation and loyalty is the top business priority for leaders in the current economic climate, according to the 2023 State of Social Media report. Influencers play a growing role here—these digital trendsetters help brands establish credibility with target audiences while extending their reach. I spoke with Peter Kennedy, Founder and General Manager, Influencer Marketing for Tagger by Sprout Social, to discuss how leaders can measure and maximize their influencer marketing return on investment (ROI) at each customer journey stage.

Artificial Intelligence

OpenAI blames DDoS attack for ongoing ChatGPT outage – November 9, 2023

OpenAI has confirmed that a distributed denial-of-service (DDoS) attack is behind “periodic outages” affecting ChatGPT and its developer tools. ChatGPT, OpenAI’s AI-powered chatbot, has been experiencing sporadic outages for the past 24 hours. Users who attempted to access the service have been greeted with a message stating that “ChatGPT is at capacity right now,” and others, including TechCrunch, have been unable to log into the service. OpenAI CEO Sam Altman initially blamed the issue on interest in the platform’s new features, unveiled at the company’s first developer conference on Monday, “far outpacing our expectations.” OpenAI said the issue was fixed at approximately 1 p.m. PST on November 8.

Coca-Cola uses AI to envision the year 3000 on Las Vegas Sphere – November 9, 2023

Coca-Cola is sticking with AI as it promotes Y3000, a beverage launched in September that it says is the first flavor co-created with human and artificial intelligence. Coke Y3000 is the eighth iteration of a Coke Creations platform that has sought to interest younger consumers with drinks inspired by moods and experiences.

Social Good

Marketing With Purpose: Why Organizations Must Lead With Their Values – November 29, 2023

Picture this: Scrolling on Instagram, you come across a video of a woman recounting a deeply personal story. After escaping domestic violence, she was able to shop for high-quality clothes to begin interviewing for jobs and putting the pieces of her life back together. She talks about the importance of clothing for building confidence and dignity, and she talks about the program that enabled this in her time of need. At the end of the video, she mentions that the organization that helped her is always looking for volunteers. After hearing the message and seeing the impact firsthand, you organize with your workplace to set up a staff volunteer day where your company spends the afternoon helping out with the clothing program. A few weeks later, you take your own clothes to donate to the cause. Through just one video, you’ve created a connection with an organization and have begun to make your own impact. This is what meaningful marketing is all about.

Trends in Social Media

Once again, advertisers are backing away from X – November 17, 2023

Some brands are walking away from X after a Media Matters for America report found ads from major brands appearing “next to content that touts Adolf Hitler and his Nazi Party” on the platform and after owner Elon Musk endorsed an antisemitic conspiracy theory earlier this week. IBM, which the New York Times reported planned to spend around $1 million on the platform in the last three months of 2023, suspended all advertising on the platform, the company confirmed to Marketing Brew.

Meta Launches Collaborative Legal Action with Louboutin Targeting Counterfeit Sellers in its Apps – November 17, 2023

As part of its ongoing IP enforcement efforts, Meta has teamed up with luxury fashion brand Christian Louboutin to file a joint lawsuit against an individual who had been running a counterfeiting operation from Mexico, and selling replica Louboutin products via Facebook and Instagram.

WhatsApp Announces New Sponsorship Deal with Mercedes F1 Team – November 17, 2023

The deal, WhatsApp’s first-ever sports sponsorship, will see the Mercedes team post exclusive content to WhatsApp, with a particular focus on WhatsApp channels. WhatsApp launched its Channels one-to-many group messaging feature back in July, and the Mercedes team has already established a presence via the offering.

The power of emotion in purpose marketing: Deloitte, the WNBA and women in leadership – November 17, 2023

Imagine a world where women business leaders were celebrated as much as popular sports stars. Ryan Reynolds’ agency Maximum Effort brought that vision to life for Deloitte’s partnership with the WNBA, showcasing the power of marketing efforts that bring consumers closer to brands and to each other.

How Stanley is Responding to Viral TikTok Video Showing Its Tumbler Surviving a Car Fire – November 17, 2023

The lesson was clear—Stanley tumblers still keep drinks icy cold even amid the most fiery of circumstances. Yet the drinkware company’s quick response to a customer’s viral video this week provided another lesson about the brand value and power of speedy social media marketing.

TikTok Adds Metrics To Provide Further Insight Into How Ads Drive Conversion – November 16, 2023

TikTok’s looking to provide more insight into the actual impact of TikTok ads on conversion, by implementing a whole new measurement that will better link ad exposure to conversion activity. TikTok’s new “Engaged View-Through Attribution” (EVTA) metric will measure conversions that take place after a user views an ad for six seconds or more, but doesn’t click, then goes on to convert within seven days.

The Psychology of Why People Share on Social Media – November 12, 2023

Here’s a quick summary:

• The Psychology of Social Sharing: 5 Reasons People Share
• What People Share on Social Media: The Content Matrix
• The Generational Social Media Gap: What Different Age Groups Share

YouTube Updates Copyright Claims Process to Help Creators Avoid Violations – November 12, 2023

YouTube’s looking to improve its copyright claim process, so that creators don’t get bombarded with multiple claims, while also providing more options it hopes will help creators amend their uploads whenever a copyright claim is submitted. Both changes will be implemented within YouTube’s copyright claim notification emails, which will now incorporate multiple claims within one message, as opposed to sending you a new notification for each individual claim.

Unilever spins TikTok soap opera as part of #CleanTok sponsorship – November 9, 2023

Unilever is rounding out a collaboration with TikTok that has allowed the CPG giant’s Cleanipedia to act as the exclusive sponsor of #CleanTok, the most popular hashtag on the short-form video app. #CleanTok videos have accumulated over 98.5 billion lifetime views and seen an uptick in engagement since the partnership was struck last June. Meanwhile, Unilever’s Cleanipedia online portal offering cleaning tips and advice has reached 2.8 billion impressions in that time frame, with web traffic up 30%.

How Uber built its TikTok creator strategy — and why it looks beyond vanity metrics – November 9, 2023

Despite TikTok’s unwavering popularity over the past few years, it wasn’t until last summer that Uber adopted the buzzy platform. The rideshare company planned its entrance strategically, hiring its first TikTok-dedicated team member, Phil Rosario, months before activating. The exec quickly went to work developing a playbook designed not only to help the brand tap into the platform’s vast audience, but to establish a sense of community around some of life’s more relatable moments, whether it’s ordering takeout or finding a ride home.

Instagram Unveils Its ‘Creators of Tomorrow’ Showcase of Top Creative Talent – November 8, 2023

Instagram’s looking to highlight some of the top emerging creators in the app, as part of parent company Meta’s ongoing push to establish stronger bonds with the creator community, which, ideally, will see more of them posting more original content to its apps. Instagram’s latest initiative on this front is its “Creators of Tomorrow” listing, which serves as a showcase for top creators in a range of categories.

New Report Shows More Users Are Spending Money on TikTok – November 2, 2023

Could TikTok still become an eCommerce powerhouse? Thus far, TikTok hasn’t been able to get its in-stream commerce elements off the ground, which, in some ways, has stymied its broader plans, as in-stream product sales have become the main earner in the Chinese version of the app. But it’s interesting to note that TikTok users are increasingly spending in-stream, not on physical products, but on people, with some TikTok creators generating real incomes from their content in the app.

If TikTok is becoming a hub for search, how can we minimize the spread of fake news? – November 2, 2023

With its easy-to-use search features, we’re all only one click away from a world of content by ungoverned creators. The increase of this medium as a search engine is arguably a given considering the increase in figures year-on-year. But how can platforms like TikTok ensure that the younger generation is aware of the ‘fake news’ they give a home to?

Fediverse – Everything Marketers Need to Know About Decentralized Social Media – November 2, 2023

Like most fringe internet phenomena, the fediverse—a network of decentralized social media platforms—is relatively unknown. But last fall, it saw a surge in popularity when X, formerly Twitter, users flocked to Mastodon, a notable fediverse platform, in the aftermath of Elon Musk’s takeover. This summer, hype surged again when Meta announced that it would eventually incorporate Threads, its own Twitter alternative, into the fediverse.

New Netflix ad formats, including sponsorships and QR codes, create opportunity and risk – November 1, 2023

A year after Netflix introduced a variety of new service plans, including a free, ad-supported tier, the streaming giant is venturing deeper into the advertising-based video-on-demand (AVOD) space with a slate of new ad offerings.Beyond new sponsorship options, Netflix is also rolling out features that include QR codes embedded in US Netflix programming as well as a ‘binge ad (wt)’ format, which incentivizes binge streaming by giving viewers an ad-free episode after streaming three episodes back-to-back. The ‘binge ad (wt)’ offering will be available to media buyers globally beginning in the first quarter of 2024. Further, brands can now opt to run 10-, 20- or 60-second spots in addition to existing 15- and 30-second options.

2023 was the year of Barbie (and the fan zone it created) – November 1, 2023

Barbie’s brilliant marketing campaign, featuring a multitude of brand partnerships and a slew of brand experiences, was key to its success. Barbie’s marketing team had a huge, emotionally invested customer base to work with, because Mattel spent years fostering Barbie’s brand community. The real genius of the film’s marketing campaign was understanding this community and crafting experiences to further strengthen the bonds between Barbie and its fans.

 

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