蘑菇AV

The definitive guide to finfluencers: The quieter summer news cycle gave us time to do a deep dive into how and why 鈥渇influencers鈥� came into the world, what鈥檚 the secret behind their appeal to the TikTok generation, why investment advisors kind of hate them鈥攁nd what financial services marketing teams can learn from them.

On today's podcast episode, we discuss Caitlin Clark's impact on the WNBA, how digital advertisers are acknowledging societies concerns over technology whilst advertising on it, if there is room for two YouTube's (one called TikTok), what to make of the NFL coming to Netflix, the happiest places in America, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, forecasting analyst Zach Goldner, and vice president of content Paul Verna.

Can publishers help TikTok right its public image? The app is trying to convince publishers to create content for the app through new monetization opportunities.

On today's podcast episode, we discuss if influencers can actually deliver both upper- and lower-funnel outcomes, the common successes (and mistakes) brands make when blending influencer and affiliate tactics, and how best to align influencer content with a brands message. "In Other News," we talk about Frank McCourt's bid to buy TikTok and what to make of Meta shutting down 'Workplace'. Tune in to the discussion with our analyst Max Willens and Carissa Flinders, the team lead of influencer partnerships for AWIN.

What this means for banks: Twenty-five percent of Gen Z renters went to TikTok to learn about purchasing homes, which presents an opportunity for financial institutions (FIs). By offering targeted educational campaigns鈥攅specially on social media鈥攂anks can build early relationships with future customers.

This year, we also expect 177.2 million people in the US to watch YouTube Shorts, which makes its monthly audience larger than those of rivals TikTok and Instagram Reels. Four platforms have a bigger Gen Z audience than linear TV. They are YouTube, TikTok, Instagram, and Snapchat. There are also more Gen X social network users than linear TV viewers, and YouTube is closing in.

As part of the campaign, Visa will also work with creators on Instagram and TikTok to highlight their stories on 鈥渢hat one purchase鈥� that was pivotal in their life path. Why this matters: Visa is working to expand its brand awareness among younger consumers. Older consumers already have a sense of trust in and allegiance to the brand, Visa鈥檚 global head of brand, Jeff Cha, told AdWeek.

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. VAB. X (formerly Twitter). YouGov. YouTube.

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.

With TikTok. Lauren Ashcraft (09:34):. Yeah. Rob Rubin (09:35):. Oh, I was with TikTok. Grace Broadbent (09:36):. And TikTok. Lauren Ashcraft (09:38):. TikTok and, yeah, growing credit card balances. Yeah, I think especially the TikTok is kind of the fear of missing out aspect of they really want to buy what they see others buying.

Albertsons, Costco, and Instacart are enhancing their retail media offerings. TikTok Shop reached a $1 million livestream. And three-time consecutive first place winner Walmart is developing immersive ways to shop and catering product lines to younger shoppers. Here鈥檚 our Unofficial Most Interesting Retailers List for June 2024.

97% of US TikTok shoppers also shopped at Amazon in the past five months, according to February 2024 data from Earnest Analytics.

鈥淐reator is in their name. So let them create.鈥� That was the advice Sophie Jamison, CEO of Lightning Media, shared at the recent 蘑菇AV Summit. Jamison warned against giving creators too much direction and was optimistic about the future of social media marketing, even if TikTok goes away.

Unsurprisingly, TikTok and Instagram鈥攚hich have spent the past few years copying one another鈥檚 features鈥攃ut similar figures in our survey results. TikTok overrepresented in just one category, compared with Instagram鈥檚 three. But the two platforms are within a few percentage points of one another in almost every product category.

Major players like TikTok, Meta, and Google unveiled new partnerships, AI innovations, and streamlining solutions. Here are three key developments you may have missed.

US adult podcast listeners spend roughly the same amount of time per day on podcasts as US adult TikTok users spend on TikTok, per our forecasts. That has captured the attention of brands. Still, not all creators are successfully monetizing their content, in part because it鈥檚 a hard medium to consistently create content for.

Because Taco Bell is really, really good at harnessing TikTok trends and working with a lot of creators to do so. So how do you see the future of TikTok content, specifically when it comes to trending content versus longer-form or more evergreen storytelling with or without TikTok? Nicole Weltman (16:32):.

For August, a digitally native direct-to-consumer brand of period care products, TikTok gives more than it takes down. For example, in January 2020, its launch video was immediately removed by the platform. 鈥淚 still get videos taken down for what the app believes is graphic content,鈥� said August co-founder Nadya Okamoto. Still, Okamoto credits TikTok for helping her cultivate a community of nearly 4.5 million followers across her personal and brand TikTok accounts, as well as allowing her to open a dialogue for authentic marketing.

鈥淲hat will happen next?鈥� That鈥檚 the big question marketers have following the signing of a potential TikTok ban into law, according to Liz Cole, chief social officer at VML. While marketers don鈥檛 know if parent company ByteDance will sell TikTok, shut the platform down in the US, or find a way to fend off the legislation in court, they can prepare now for what鈥檚 to come.

TikTok鈥檚 potential ban isn鈥檛 putting brands off TikTok Shop: The platform鈥檚 sales potential is driving companies like Rare Beauty and Tarte Cosmetics to deepen their investment.

Creators can repost TikTok content to YouTube Shorts. YouTube will redesign the TV version of the app with more playback tools and smoother options for commenting and subscribing. Updates to other YouTube properties:. YouTube Music. An AI-powered feature鈥擜sk Music鈥攃reates personalized radio stations for subscribers. It鈥檚 also available for YouTube Premium subscribers. YouTube Kids.

The TikTok ban is coming after all: President Biden signed a bill that gives ByteDance the rest of the year to find a buyer or withdraw from the US entirely.

Instagram could be the biggest beneficiary of a TikTok ban: Our Industry KPI data found that Instagram has a comparable reach to TikTok among the largest accounts.

Prior to TikTok Shop鈥檚 launch last September, live shopping platform Whatnot earned nearly 100% of social shopping gross merchandise value in 2023, according to a recent Earnest Analytics report. What鈥檚 Whatnot? Whatnot is a livestream marketplace platform, specializing in the sale of collectibles including sports cards, sneakers, comics, and vintage clothing.