Creators are diversifying their revenue streams beyond influencer marketing. That’s a net positive for the creator economy, but it also puts some creators in direct competition with brands for consumer spending.
On today's podcast episode, we discuss why Amazon is pulling back from "Just Walk Out" technology, how the Atlantic magazine turned things around, what will ignite TV shopping, whether LinkedIn testing TikTok-like videos is a good move, what science says about how to be happy, and more. Tune into the discussion with vice president of content Suzy Davidkhanian, analyst Evelyn Mitchell-Wolf, and vice president of Briefings Stephanie Taglianetti.
Short-form videos are difficult to monetize since they don’t offer pre-, mid-, or post-roll ads. Instead, ads are placed between videos, making them easy to skip. As a result, platforms embracing longer videos stand to rake in more ad dollars. Brands, meanwhile, have more opportunities to get in front of users via advertising on lengthier videos, though creating their own longer content presents challenges.
TikTok parent ByteDance has until January 19, 2025, to sell the company or face a US ban. The company is suing to avoid the ban, but if the platform goes away, marketers need to know how to reach TikTok users on other platforms. From Gen Z to niche communities, here are five key stats showing the places marketers should be able to reach TikTok users.
TikTok World unleashes a slew of updates: The video platform taps creators and AI to court new ad dollars and keep apace with Meta.
67% of US social media users are at least somewhat likely to research products on social media platforms before making a purchase.
On today's podcast episode, we discuss the main ways that LinkedIn has changed, whether TikTok can steal significant Gen Z market share from them, and whether daily games is the right fit for the employment-focused social media platform. "In Other News," we talk about how marketers are preparing themselves for a potential TikTok ban and which of TikTok's new initiatives has the most potential. Tune in to the discussion with our analysts Jasmine Enberg and Minda Smiley.
Nearly three-quarters (72%) of retail marketers worldwide plan to increase their advertising spend on social platforms, according to a November 2023 survey by TechValidate as reported by Mediaocean.
McDonald’s embraces “grandmacore”: The company’s limited-time “Grandma McFlurry” aims to recapture the success of last summer’s Grimace shake.
YouTube’s advertising and creator strategy is paying off: The company boasted significant viewer and ad spend growth at Upfronts, alongside new ad formats fueled by AI.
Meta faces a global wave of regulatory scrutiny: The European Commission is investigating its platforms’ addictive qualities, likely spelling trouble for the giant.
LinkedIn’s not just for B2B marketers. B2C brands in sectors like automotive, hospitality, music, sports, and travel are investing in the platform. “LinkedIn is definitely heading into a direction where more direct B2C marketing is going to become prevalent,” said Jordan Schultz, vice president and head of social and digital creative at marketing agency Known.
As Gen Zers enter adulthood and increase their spending power, brands new and old are fighting for a larger share of their dollars. Here are three battles being waged for Gen Z consumers and how wellness, social media, and low prices are giving newcomer brands an edge.
LinkedIn is the social platform the most marketers worldwide (70%) are confident will deliver a positive ROI, per an August 2023 survey from Hootsuite.
Ogilvy launches influencer marketing offering for health brands: We explore the value that agencies can bring to healthcare and pharma brands looking to forge tie-ups with social health influencers.
On today's podcast episode, we discuss whether Snapchat's “Less social media. More Snapchat” is working, how concerned folks should be about its slowing user growth, and what to make of its revenue turnaround. Tune in to the discussion with our analyst Minda Smiley.
“Creator is in their name. So let them create.” That was the advice Sophie Jamison, CEO of Lightning Media, shared at the recent EMARKETER Summit. Jamison warned against giving creators too much direction and was optimistic about the future of social media marketing, even if TikTok goes away.
Meta’s legal battle over ad viewership metrics signals a bigger problem: Advertisers are expressing growing discontent with the platform, which is launching new features to make amends.
Meta’s latest AI advertising rollout reveals a significant shift: Free, broad access to AI creative will help win favor with brands, but ethical quandaries are unresolved.
Financial institutions that have relied on the platform to reach young consumers must come up with a Plan B—or face losing brand awareness.