YouTube has reigned in video viewership for nearly two decades, attracting more than two-thirds of the US population each month in 2021, according to eMarketer. However, TikTok is making gains by capturing the attention of 65.3% of US teenagers age 12 to 17 each month, versus YouTube's 87.6%, and eMarketer predicts the up-and-coming platform will start closing the gap among viewers age 18 to 24.
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Azoya International's Franklin Chu looks at how social commerce continues to grow in China through platforms like Douyin, Bilibili and Little Red Book, and outlines leading trends that could influence the US market. Chu notes the popularity of livestream e-commerce in partnership with influencers and the use of "product seeding" to drive social commerce sales.
Consumer packaged goods brands are using nonfungible token sales to support charitable campaigns, seed funding rounds and brand awareness, writes Sam Danley. Brands are tying NFT purchases to discount and loyalty programs and social media challenges to build brand loyalty, CPG executives report.
Numerous national brands are combating staff shortages by running recruitment ads on TV and social media such as Safelite, which increased its application pool by 50% since launching TV, Instagram and TikTok promotions in June. Bayard Advertising CEO Louis Naviasky says client spending on recruitment ads this year is up nearly 60% over 2019.
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Edelman created a "Bracket Gap Challenge" campaign for Degree that stars female basketball champion Candace Parker, who encourages fans to support female athletes by filling out a Women's March Madness bracket for the chance to win $25,000 and have $75,000 donated to their choice of female college athletic programs. The campaign includes a TV spot starring Parker and is running across digital and social with influencer collaborations.
TBWA\Chiat\Day L.A. created a series of 1,000 free nonfungible tokens as part of Almond Breeze's quest to become "the official drink of the metaverse" with its #Apefuel initiative. The NFT collection features the illustrated hand of an ape clutching a carton of Almond Breeze Blended with Real Bananas, and three of the free NFTs will come with a year's supply of the drink.
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Snap was recognized on Fast Company's list of top augmented and virtual reality innovators for its try-on technology that's tied to brand analytics and cultivation of Snap creators, while Nvidia was highlighted for its Omniverse platform that enables creators to build digital duplicates of factories and other facilities. The businesses that round out the top 10 are Niantic, SightCall, AppliedVR, Google, Avegant, HTC Vive, 3dar, and Resolution Games.
Amazon's Amp app, currently in beta for iPhone users, enables users to create and share live programs with music licensed from companies including Sony Music Entertainment, Universal Music Group and Warner Music Group. The free-to-use app also lets hosts schedule shows and take calls from listeners.
Twitter is testing Twitter Shops, a mobile-focused social commerce feature in which brands can showcase 50 shoppable products within their profiles and then link to a merchant's website to purchase. The tool is being tested by Arden Cove, Latinx In Power, Verizon and select other US businesses, and is available to individuals in the US who use iOS and the English version of the app.
Why Invest in Digital Signage Now As companies evaluate smart workspaces, technology to support hybrid and in-office employees is at the top of the list. See how digital signage can engage, inform and energize your employees. Download now!
A video of a military band in Ukraine playing "Don't Worry Be Happy" by Bobby McFerrin as they guard the Odessa Opera and Ballet Theatre has gone viral on Twitter, garnering more than 1.1 million views and more than 26,600 likes. McFerrin also posted the video on his official YouTube channel.
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