Digital literature site Wattpad has attracted 2.2 million Instagram followers and 1.4 million on TikTok through building communities on existing hubs such as #BookTok. "We're so fortunate that the product is so sticky in itself and that we're able to then just focus on preference, brand loyalty and getting into that conversation with our audiences," marketing head Abby Yew says.
Publicis Sapient's AJ Dalal and Wunderman Thompson Intelligence's Emma Chiu share their thoughts on how brands can best engage Generation Z within the metaverse. Gen Z'ers "want to have a place where they feel comfortable to further explore identity and make new friends perhaps," Chiu says, while Dalal advises a long-term approach by brands and being authentic in "what you're trying to achieve over the course of six months, one year, two years."
Twitch is ending the 70/30 split for subscription revenue share from June 1, 2023, moving all creators to a 50/50 split. The change could lead to a hike in ads as streamers seek to make up the lost revenue, which could result in more user churn, warns Newzoo's Luca Chiovato, and marketers should also be aware of the potential for creator burnout.
Bayer and influencer agency Linquia targeted TikTok's 50-and-older audience with its "Teach Me How to Gummy" campaign for One A Day multivitamins, featuring actor Alfonso Ribeiro of "The Fresh Prince of Bel-Air" dancing on the social media app. Ribeiro also is dancing in Bayer's latest version -- "Teach Me How to Dougie" -- and says it will continue to look for TikTok opportunities.
Wieden+Kennedy Portland's latest 30-second spot for Old Spice's "Men Have Skin Too" campaign shows Deon Cole accusing Gabrielle Dennis of using his GentleMan's Blend Body Wash with Lavender and Mint, interrupting her brunch with La La Anthony. "Brunch" is running across national TV and YouTube with social content via #MenHaveSkinToo and #MenHaveHairToo.
TikTok released a Photo Mode feature that enables users to display photos in a carousel, much like Instagram but with a big differentiator -- the ability to set it to music. Photo Mode also allows for captions using a maximum of 2,200 characters, and follows the platform's introduction of features similar to rival social apps, such as its TikTok Now take on BeReal and its Facebook-like Friends tab.
Pew Research Center analyzed seven alternatives to the major social platforms: Truth Social, Rumble, Gab, BitChute, Telegram, Parler and Gettr. The research found 6% of US adults used one of the platforms to get news, 65% had found a community with similar views and 54% of the most-followed accounts centered around politics, with 26% supporting former President Donald Trump or right-wing views.
Brands spend untold amounts of money on carefully tailored advertising and marketing campaigns, which can be threatened -- or enhanced -- by a new phenomenon identified by University of Houston researchers. "Rogue marketing" occurs when someone not connected to a brand makes a social media post about it that goes viral, raising awareness -- but also potentially posing a risk to the brand's image. Associate professor Chris Taylor says that from now on, companies will have to account for rogue marketing and discuss "how to monitor it and counter it, if necessary."
I haven't really seen a lot of brands launch a metaverse experience and complement that with some type of social channel to allow for authentic discussions and communication.
AJ Dalal, group vice president of data strategy at Publicis Sapient, as quoted by Marketing Dive
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