Influencers may be an attractive option for brands looking to broaden their reach, but if a creator isn’t able to promote the service or product, it can come off as inauthentic and turn consumers away. Brands looking for a way to promote their products should look to longer-term brand ambassadorships. Here are three reasons why.
TikTok eclipsed Twitter, Pinterest, and Snapchat in US users within just a few years, according to our estimates, and now it’s chasing Instagram. After years of exceptional growth, TikTok will boast more than 100 million US monthly users in 2023—unless lawmakers stand in its way.
Big Pharma needs a better local online presence: We dive into the 2023 Worldcom Digital Health Monitor report to find out which of the largest pharma companies are winning and who’s losing opportunities based on their online presence.
On today's episode, we discuss why advertisers aren't returning to Twitter, what the impact of the new blue check mark will be, and whether folks actually want to pay for social media. "In Other News," we talk about the potential of TikTok's sister app Lemon8 and what to make of TikTok's new "Series" feature. Tune in to the discussion with our analyst Jasmine Enberg.
Lemon8 makes a splash in US as lawmakers mull TikTok ban: New app quickly gains followers, but Chinese ownership could raise concern.
Pentagon breach is a new low for social media: A classified document leak on Discord, Telegram, and Twitter has serious geopolitical implications. If platforms don’t take action, public sentiment might flatline.
We expect Twitter’s worldwide ad revenues to plummet by 27.9% this year as advertisers continue to pull back spending.
In the US, just 18% of adults say they’ve used livestream and video ecommerce, according to an October 2022 Insider Intelligence survey with Bizrate Insights. Brands shouldn’t shy away from livestream shopping in the US, but they need to be intentional about how they implement it.
Latin America social network shifts to aid Instagram, TikTok, and Snap: Video-centric platforms are winning young users.
A ban isn’t swaying brands from spending on TikTok: Apple, Pepsi, and DoorDash are among brands increasing ad spend despite hefty political problems.
New app makes a play for Gen Z: As TikTok teeters on the verge of a ban in the US, Zigazoo is one social media app that is vying for market share.
Over the past month, we’ve seen ad updates from all the major players, from Meta’s generative AI ads to Google’s attempts to decrease clutter. Here’s what they mean for advertisers.
VC funding for creator-focused startups has plummeted in the US, even as these startups multiply. Last year, funding dropped by 51% YoY, while the number of creator-related startups increased by 550%, per The Information. This is part of a greater trend of cooling VC investment.
The influencer landscape is more crowded than ever, even as creator funding dries up. Leveraging smaller influencers will help your brand focus a limited budget toward a targeted audience. “We’ve had sleeper hits [with] micro-influencers,” said Fernish CMO Evelyn Krasnow, speaking at eTail West 2023 in March. Finding the right influencers is “going to be trial and error,” said Krasnow. Here are tips for finding smaller influencers who can reach niche, targeted audiences.
50% of Americans support a government ban on TikTok, with higher support among Republicans and older Americans. Continued scrutiny could be TikTok’s downfall.
Nearly three-quarters of US TikTok users will also use Instagram this year, making it the most popular alternative to the social video app, per our forecast. That’s good news for Instagram Reels, which is positioning itself as a viable successor in the event of a US TikTok ban.
Social media ad spend declined in the second half of 2022, and the category will make up a shrinking slice of total digital ad spend in the US this year, according to our forecast. But brands still need a social media presence. That’s where AI and ChatGPT can help. Here are six uses for generative AI in organic social campaigns.
As Bing makes inroads into Google’s lead, it experiments with AI ads: Disney and Roku layoffs and pivots by Twitter and ByteDance dominated headlines this past week.
Plummeting VC investment in creator economy startups may make it seem like the creator economy was overblown. But VC investment is just one part of the picture, and brands should not take the funding chill as a sign to slow spending on influencer marketing.
TikTok has broken social media with its addictive short-form videos, according to The Economist. While “broken” may be a bit strong, our analyst Debra Aho Williamson agrees that TikTok has irrevocably changed the way we engage with social media, including how much time we spend on the platform.