Pinterest released a beta version of a Shuffles app that's been downloaded 500,000 times on Apple's app store and enables users to create shareable image galleries that resemble Pinterest's mood boards. The app is attracting social users, with 23.1 million views of #pinterestshuffles on TikTok, and UCLA professor Lia Haberman notes, "If Shuffles can maintain this growth, it puts them almost on pace with BeReal, which is this year's other breakout app."
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TikTok's unpolished appearance is what makes it appealing to consumers, and while those viral videos are often by chance, the more brands advertise, the more opportunity there is to spark virality. "Virality ... depends on whether the content feels useful, the product is accessible and the video is easy for other users to copy," writes Kristin Schwab.
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Madewell is using TikTok and Instagram to cater to younger consumers and is putting the focus on not just its product, but also on creativity and self-expression. "We selected creators who not only align with Madewell's emphasis on creative self-expression, but who also have their own distinct style and we knew could bring the prompt to life in a way that felt authentic to them and their community," said Derek Yarbrough, chief marketing officer of Madewell.
TBWA\Chiat\Day New York's annual "Heisman House" campaign for Nissan marks the first time a current college player, last year's Heisman Trophy winner and University of Alabama junior QB Bryce Young, has appeared in the ads, and includes 10 spots, free nonfungible tokens, a virtual world and social content such as quizzes, challenges and polls. Media was managed by Omnicom's OMD and a 45-second "That's How You Heisman" spot shows Young's entry into the competitive nature of the house.
YouTube will attach contextual information labels in English and Spanish to videos in its search results ahead of the US midterm elections this fall to try to stave off the spread of falsehoods. YouTube also will promote content from national and local news sources, which, with the YouTube labels, are part of a wider plan Google plans to limit misinformation.
The 2018 "Jedi Blue" advertising agreement does not prevent Facebook from using ad exchanges that compete with Google, lawyers for Google say in response to a lawsuit brought by Texas and several other states. Lawyers for the plaintiffs argue that Google struck the deal with Facebook to keep the social media giant from adopting new tech that would have harmed its ad business.
Nearly 7 in 10 consumers are worried about their personal data being shared for advertising purposes, 64% say they're more vigilant than ever when it comes to online privacy and 62% of media experts are making data privacy a priority, per research from Integral Ad Science and YouGov. The report advises marketers to leverage contextual ad targeting to deliver the best experience while respecting privacy concerns.
A boy named Tariq became known as the "Corn Kid" due to a Recess Therapy video that attracted 25 million views and 1.7 million likes on Instagram. Chipotle maximized the viral moment after learning Tariq likes to visit his local restaurant with a video showing him choose only corn for his bowl, giving the brand its highest performing video of all time on both Instagram and TikTok, with 21.1 million and 31.7 million views, respectively.
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Mike Driehorst
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I think if you look at the full spectrum of [Shuffles] users -- whether individuals or influencers or pro content creators or businesses -- there's a lot of pent-up appetite for something beyond just short-form video content.
Katya Constantine, founder of agency Digishopgirl Media, as quoted by Modern Retail
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