In the Know: Your Weekly Marketing Digest

Welcome to Aspire’s weekly marketing digest! 

In today's fast-paced digital landscape, staying ahead of the curve is essential for marketers. But with the marketing landscape constantly evolving, it can be challenging to keep up with the latest trends and developments. 

That's where we come in. 

Each week, we’ll deliver a quick breakdown of the most significant news and insights in the world of social media and brand marketing — all in one convenient resource. Check back every Friday to stay in the know!

July 2024

Week of July 22, 2024

• The end of the cookiepocalypse: After years of planning to phase out third-party cookies in its Chrome browser, Google has decided to maintain their use due to the complex challenges involved in replacing them, as well as the significant effect it has on the digital advertising landscape. Instead of removing cookies, Google plans to let users make informed privacy choices, and they are discussing this new plan with regulators and industry partners.
• Rising influencer rates: Micro-influencers gaining more negotiating power and commanding higher fees, with rates going up 10-20% year-over-year. However, investment in influencer marketing shows no signs of slowing, as brands continue to see value in leveraging influencers' authentic connections with their audiences.
• Maximizing Instagram livestreams: In a new guide, Instagram revealed ways to optimize livestreams. The company recommends planning content, promoting broadcasts in advance, engaging with viewers through comments, and being authentic. Additional features like filters, effects, and fundraising tools can enhance the experience.
• Substack boosts sales: DTC clothing brand Ciao Lucia has seen substantial sales growth by leveraging the subscription-based newsletter platform Substack. With Substack's expansion into video, podcasting, and chat functions, and increasing sponsorship opportunities, it provides a high-engagement channel for brands like Ciao Lucia, offering trackable and cost-effective marketing strategies.‍
• Shopping behavior by generations:Reaching Gen Z and Gen X on Amazon requires distinct strategies, as shown by their shopping behavior during the record-breaking Prime Day. Gen Z shoppers, who often discover products on social media, are more inclined to purchase on Amazon, leveraging the platform's accessibility and reviews. Conversely, Gen X consumers use Amazon as a search engine, starting with product categories or brands.

Week of July 15, 2024

• Instagram adds expiring comments: Instagram's Notes feature now lets users leave temporary, semi-private comments on Reels and grid posts, appearing as floating bubbles that disappear after 3 days. Users can choose who sees these Notes by selecting close friends or mutual followers, fostering private interactions and enhancing engagement without needing to scroll through public comment threads.
• YouTube’s Community Spaces: YouTube is testing Community Spaces, a new feature that lets fans post text updates on a creator's profile, expanding on the existing Community Posts where creators interact with followers. 
• Spotify adds comments section for podcasts: Spotify is becoming more like a social platform, with the addition of a new comments section to podcast episodes. The music platform also launched a mobile app version of its Spotify for Podcasters, where creators can interact with fans and view analytics.‍
• The rise of LinkedInfluencers:LinkedIn influencer marketing is booming as brands leverage the platform’s features, with original content sharing up 41% and its Creator Mode used by 18 million people. The platform’s growth, driven by Gen Z and bolstered by new video functionalities and niche newsletters, has made it a key tool for B2B brands seeking to enhance campaigns, engagement, and employee advocacy.

Week of July 7, 2024

• Myspace for Gen Z: noplace, a mashup of Twitter and Myspace for Gen Z, has hit No. 1 on the app store. The new social media app allows users to personalize profiles with tags called "stars," reflecting their interests, and share real-time updates.
• Tips for Instagram Reels: Instagram has shared some new Reels tips, which includes grabbing viewers’ attention in the first 3 seconds, posting 30-60 second long Reels (90 second Reels won’t perform as well), using trending hashtags and audio, replying to comments within 7 days, and more.
• Estée Lauder x TikTok: In partnership with Estée Lauder, TikTok announced a new program called “The Catalysts,” which aims to help support beauty creators on the app looking to launch businesses. Those interested can apply via a TikTok video. Winners will be announced in October and be awarded $250K as well as TikTok ad credits for their project.
• “Shift Happens” at Urban Outfitters: Urban Outfitters is launching a 3-pronged back-to-college campaign to transform the perception of dorm rooms into multifunctional sanctuaries for Gen Z students. The campaign will include a curated event in NYC in partnership with Pinterest, pop-up stores near major university campuses, as well as an ambassador program called UO 100, focusing on 100 diverse, Gen Z-relevant artists, musicians, and creators who promote individuality.‍
• The rise of community casting: A growing number of fashion and beauty brands are turning to social media for their campaign models instead of traditional agencies. This approach, known as community casting, is driven by multiple factors, including budget constraints and a focus on authenticity and building brand trust.

Week of July 1, 2024

• Instagram’s new focus on shares: With more people now engaging within DMs in the app than they are with feed posts, Instagram is now actively seeking to amplify content that prompts more sharing behavior. The company is underlining this update with its new sends display counts in the app.
• TikTok’s version of Prime Day: TikTok is set to challenge Amazon's Prime Day with its "Deals For You Days" sales event in the US, starting on July 9. The event will feature deals on various products, including fashion, beauty, backyard entertainment, decor, and summer reading. During the event, brands and merchants will engage in content challenges and LIVE shopping events, interacting with followers and showcasing popular products with real-time discounts.
• YouTube’s resurgence: YouTube now accounts for 9.7% of all viewership on connected and traditional TVs in the US, surpassing Netflix’s 7.6%. Among streaming platforms, YouTube holds a nearly 25% market share. Media companies like Netflix, Disney, and Warner Bros. Discovery are divided on whether to see YouTube as a companion or a competitor, yet they must navigate this evolving landscape carefully to maintain their relevance and market share. 
• Instagram’s AI creator studio: Meta is introducing "AI Studio," allowing creators to develop AI chatbot versions of themselves on Instagram. Rolled out as an early test in the US, users can initiate a conversation with the chatbot by tapping a "Message" button on a creator's Instagram profile. CEO Mark Zuckerberg emphasized that these AI chatbots are designed to assist creators in responding to follower inquiries and engage with users in a fun and useful manner.‍
• Hally x Leanne Wong:Hally, a Gen-Z hair-color brand, has partnered with Olympic hopeful and gymnast Leanne Wong. Her 4-month contract involves social media posts, wearing Hally’s products in competitions, participating in Ulta activations, campaign imagery, and cross-selling opportunities with her own company, Leanne Wong Bowtique. Wong’s engagement with fans has already introduced many to Hally, boosting brand awareness and sales, with Hally's products featured prominently in Ulta stores nationwide.

June 2024

Week of June 24, 2024

• TikTok sell-off opposition: TikTok has officially filed its opening brief in a Federal Court as part of its legal challenge against the US government's bill that mandates TikTok's sale to US ownership or a ban in the US. TikTok's brief argues that the Act is unconstitutional, violating the First Amendment by silencing a significant amount of speech without evidence of an immediate threat, relying instead on speculative risks. 
• LinkedIn influencers at Cannes: LinkedIn is exploring influencer marketing, sponsoring prominent B2B influencers — such as Hootsuite CMO Elina Vilk and VML's Walter T Geer III — at the Cannes Lions Festival of Creativity. Influencers created and shared content throughout the festival, an initiative aiming to shift perceptions of LinkedIn from a job network to a knowledge marketplace. 
• Meta’s broadcast channel expansion: Meta is expanding its Broadcast Channels feature, — which has gained popularity on Instagram — now allowing Facebook Pages with over 10,000 followers to create their own channels on Facebook and Messenger. The expansion includes new features such as sharing channel messages from Instagram to Facebook, early access to channel content, and the ability to share to Facebook Stories.‍
• Evolving social landscape: The term "social media" has evolved as advertisers have utilized its precise targeting and low costs. However, the landscape is also fragmented with challenges like misinformation and problematic behavior. As platforms face questions about their role and responsibilities, some are rebranding to highlight their positive features. Pinterest and Snap, for instance, distance themselves from traditional social media, focusing on user engagement and safety. Meanwhile, Reddit emphasizes its search functionality and community interactions.

Week of June 17, 2024

• New Threads API: Meta announced that the Threads API is now available to all developers, which will enable creators and publishers to schedule posts, manage replies, and more via third party apps. With the launch of the API also comes access to selected Threads metrics, including post views, post likes, replies, reposts, and quotes, as well as insights like follower count data and follower demographics.
• Brand interest in Pinterest: With more ad formats and new features like collages and shoppable video carousels, Gen Zers are flocking to Pinterest to get inspired and curate ideas on the platform. Brands like Béis and H&M are also turning to Pinterest for its growing Gen Z user base and organic growth potential. ‍
• Amazon’s cookieless ad targeting:Amazon unveiled an ad-targeting solution called Ad Relevance that does not rely on cookies or other third-party identifiers. Ad Relevance, which is available via Amazon’s demand-side platform, uses AI to analyze billions of browsing, purchasing, and streaming data points from across Amazon properties, matching those insights against what content a consumer is viewing in real time.

Week of June 10, 2024

• New insights from Instagram Chief: In a new interview with Colin and Samir, Instagram chief Adam Mosseri provided new insights into its algorithms, creator monetization, and more. First, he shared that Instagram is increasingly becoming video-centric, with a focus on AI-driven content recommendations and private sharing behaviors. Additionally, the platform is prioritizing sends (shares) as a key engagement metric, promoting healthier and more meaningful interactions. Lastly, Instagram aims to support smaller creators and shift power from institutions to individuals.
• Image search in TikTok Shop: TikTok has expanded its test of image search functionality, which enables users to search for product listings on TikTok Shop based on a visual example. In the US and Southeast Asia, users can now tap the camera icon in the search bar of the “Shop” tab in the app, and either take a photo or use an image in your camera roll to find similar products.‍
• Organic content wins: As paid advertising through platforms like Google, Meta and TikTok keeps climbing in price, brand leaders are refocusing on organic content — not only because it’s more affordable, but also because it leads to better results.

Week of June 3, 2024

• The return of the flat lay: The flat lay trend, where products are artistically arranged and photographed from above, is experiencing a resurgence nearly a decade after it first became popular on Reddit and Instagram. Brands like Rare Beauty and Freja have also noted higher engagement with still images over videos, leveraging flat lays to effectively showcase their products.
• Instagram Notes updates: Instagram is enhancing its Notes feature. Updates include "Notes Prompts" that enables users to initiate conversations through templated queries that friends can respond to, and the ability to use @ mentions in Notes for direct interactions. Users will also be able to like Notes with a double tap or by clicking the heart icon.‍
• TikTok DM streaks:TikTok is introducing DM streaks to increase user engagement by rewarding daily messaging interactions. Similar to Snapchat's popular feature, TikTok users can unlock a streak by exchanging messages for 3 consecutive days, with the streak count and a fire emoji displayed next to the chat.

May 2024

Week of May 27, 2024

• The 90-second rule: Instagram revealed in a new post that posting Reels over 90 seconds long can hurt distribution and that these clips won’t be eligible to be recommended in Explore or Reels Tab.
• Pinterest Creator Fund expansion: Pinterest is evolving its Creator Fund, which is now called the Pinterest Inclusion Fund, to shift focus from traditional content creators to creative entrepreneurs — particularly those from or serving underrepresented backgrounds. This development comes in partnership with Shopify's Build Black and Build Native programs, allowing small business owners from these communities to apply for the fund. 
• Kid-fluencers and legislations: The first social media babies are adults now and they’re pushing for laws to protect kids from their parents’ oversharing. Illinois has already passed a law requiring parents to set aside earnings for child influencers, with other states considering similar measures. Advocates like Cam Barrett and Chris McCarty are emphasizing the need for regulations similar to those for child actors, with the goal of respecting children’s privacy and autonomy and highlighting the severe impact of online oversharing on their mental health and relationships.‍
• Gymshark’s inclusive product expansion: Developed in collaboration with the Muslim Gymshark community, Gymshark launched a hijab to its athleticwear line, marking a significant step towards inclusivity. To launch the perfect product, the brand conducted multiple focus groups in major cities involving employees, influencers, celebrities, and everyday users to ensure the hijab met the diverse needs of its intended audience. Rochelle Mills, special operations senior designer at Gymshark, advised, “Don’t assume you know the answer, and don’t be afraid to ask your community what they need. Vulnerability is important. Bring that together with your expertise.”

Week of May 20, 2024

• Saks Social Club: Saks’ exclusive, members-only brand ambassador program includes high-profile individuals like Paris Hilton and aims to bring together influential figures who reflect the luxury and aspirations associated with the Saks brand. Club members enjoy perks such as shopping credits, exclusive event access, and partnership opportunities, but members are not paid or have fixed deliverables. Instead, members are expected to organically promote Saks, which has proven effective in portraying the brand as a luxury leader. ‍
• The “TikTokification” of social media: In Gary Vaynerchuck’s new book Day Trading Attention, he discusses the "TikTokification of social media," where creative content holds the key to unprecedented reach and engagement. Brands are encouraged to prioritize both data-driven insights and creative intuition, leveraging influencer marketing and AI-generated content to stay ahead. Even despite uncertainty surrounding TikTok's future, marketers are advised to capitalize on its current prominence while remaining adaptable to emerging platforms, embracing a dynamic approach to day-to-day marketing strategies.

Week of May 13, 2024

• YouTube’s booming business: At its annual Brandcast event, YouTube shared that it’s dominating over traditional TV, with viewers watching over 1 billion hours of content on TV screens daily and holding the top streaming watch-time share on American TVs since February 2023. Highlighting the critical role of creators in the future of entertainment, the platform also announced the expansion of YouTube Select “Creator Takeovers,” which will let advertisers buy out the inventory on channels representing top 1% of content on the platform.
• The pros and cons of virtual influencers: Virtual influencers, or digital personas used instead of human influencers, offer unique opportunities and challenges for brands. Among some of the benefits are lower production costs as compared to human influencers, more flexible scheduling that can cater to brands’ timelines, and full control over the virtual influencer’s content. On the other hand, virtual influencers also come with higher tech costs, a lack of authenticity, and potentially damaging impact on human influencers’ rates. ‍
• Snapchat snaps back: Snap’s ad business has been steadily growing for the most part, reportedly raking in nearly $1.2 billion in Q1 2024, following the $1.36 billion it brought in during Q4 2023. Now, Snapchat is actively courting advertisers by offering incentives and discounts alongside its enhanced ad offerings in an effort to sustain its recent growth.

Week of May 6, 2024

• TikTok fights back: On Tuesday, TikTok filed a lawsuit aiming to block the US law that would ban the video app in the country unless it is sold by its Chinese parent company. In the filing, TikTok called the act an "extraordinary intrusion on free speech rights" of the company and its 170 million US users. 
• Universal Music Group 🤝 TikTok: TikTok and Universal Music Group have signed a new deal that will see Universal-backed music from household name artists such as Adele, Harry Styles, and Drake returned to the social media platform.
• New Instagram Story features: Instagram is adding a handful of new Story features to give users more creative ways to share content and boost engagement. Now, creators can kick off music trends, create their own custom stickers from photos or videos, post a secret story, and more.
• Gen Z’s changing purchasing behavior: Gen Z's economic pessimism is leading them to be more frugal and prioritize brands offering high value for money. Many are tightening their budgets, opting for cheaper brands, and reducing non-essential purchases. To connect with Gen Zers, brands need to have competitive pricing, with exclusive offers and discounts targeting Gen Z communities.

April 2024

Week of April 29, 2024

• Updated Instagram algorithm: Instagram is introducing new changes to its content ranking system that will give smaller creators more distribution, replacing reposts with original content in recommendations, adding labels to reposted content, and removing content aggregators from recommendations. For tips on how to “beat” the Instagram algorithm, check out our blog post.
• Lessons from India’s TikTok ban: When India banned TikTok in 2020 following a border conflict with China, Instagram and YouTube ultimately dominated the short-form video market. However, these platforms failed to replicate the diverse and hyper-local content that defined Indian TikTok. This loss of cultural diversity could also be a consequence of a potential TikTok ban in the United States, affecting niche communities and content creators. However, TikTok’s response to the potential US ban differs from its approach in India, as the company vows to challenge the legislation in court.
• Gen Z post-purchase marketing: To continue to engage with young consumers, brands must seize the immediate post-conversion window to reinforce perceptions, tell compelling stories, and create branded experiences. Prioritize community-building to foster a sense of belonging and loyalty, with a focus on user-to-user connections, and embrace transparency to establish more meaningful relationships with consumers.

Week of April 22, 2024

• TikTok bill: On Wednesday, President Biden signed a bill that included the sell-or-ban of TikTok in the United States. The provision gives ByteDance, TikTok’s Chinese parent company, 9 to 12 months to sell the app to a government-approved buyer or face a national ban. TikTok plans to challenge the statute in court, citing that a forced sale would violate users’ First Amendment rights. For more information on this topic, check out our blog. ‍
• Current influencer marketing trends: A recent Glossy study analyzed influencer impact through the Influencer Index, focusing on engagement, brand prominence, and audience impact. The study revealed that still images and carousel ads receive more attention than Reels when it comes to sponsored posts on Instagram, and long-form video performs better than short-form video on YouTube, among many other key findings.

Week of April 15, 2024

• The power of TikTok’s comments section: Brands are discovering the untapped potential of TikTok's comments section as a vibrant platform for engagement, often rivaling the For You page in terms of visibility and interaction. By strategically commenting on popular videos, brands like Starry, American Eagle, and Duolingo are not only participating in internet trends but also gaining significant exposure and engagement.
• TikTok Notes launch: TikTok has started rolling out its Instagram rival photo sharing app, TikTok Notes, to test in Australia and Canada. In a tweet announcing the launch, TikTok shared a few sneak peeks of the new app, including a homepage that is reminiscent of Pinterest as well as the ability to include a headline for posts.
• Bama Rush students to Hally Hair influencers: Over the past two years, Hally, the Gen Z-focused hair color brand, has been engaging with the University of Alabama’s sorority community, amid the rising cultural phenomenon of Bama Rush. To promote its latest Lighten Up Lightening Spray, the brand invited 10 select members from the University of Alabama’s sorority community — who are also Hally’s top customers — to the “Hally House” located in Aly’s Beach, Florida, to enjoy a weekend of roundtable talks, yoga, and beachside meals, in exchange for authentic content from the students. Within 12 hours of the weekend’s events, the brand saw a 200% increase in its ambassador program applications. And throughout the weekend, it netted 500,000 social impressions.
• Soaring digital ad revenue: Despite economic concerns, digital ad revenue in 2023 surged to $225 billion, marking a 7.3% increase from the previous year, according to the latest IAB report. The report also predicts channels with privacy-focused solutions will outpace the market, emphasizing a permanent shift in advertising practices. Looking ahead, the report highlights the rise of generative AI to replace third-party cookies and stresses the continued integration of social commerce and influencer marketing by social media platforms to enhance engagement and conversions.

Week of April 8, 2024

• TikTok’s latest Instagram competitor: TikTok is reportedly developing a photo-sharing app that may be named TikTok Notes, which will allow sharing of photo posts, with the option to opt out.
• Instagram ads > YouTube ads: New details regarding Instagram's significant advertising revenue have emerged, which showed that Instagram’s ad revenue surpasses even that of YouTube — and it has for several years.
• YouTube Shopping: YouTube announced on Tuesday that it’s launching new Shopping features that allow creators to curate shoppable collections, better plan their shoppable videos, quickly monetize older videos and more.
• The rise of Substack: Creators are flocking to Substack, not only because it offers them a sense of community and engagement similar to the early days of blogging, but also because they can monetize their content directly through subscriptions (typically priced between $5 and $8 per month).and affiliate links. Brands are also recognizing the potential of partnering with Substack creators, as endorsements within newsletters can significantly impact sales.
• La Dolce Velveeta: With its latest campaign, cheese brand Velveeta is reinventing the company as a lifestyle brand focused on pleasure and indulgence, most recently collaborating with actress Julia Fox to resonate with young consumers.

Week of April 1, 2024

• The death of the marketing funnel: Archrival conducted a comprehensive research study to understand the evolving purchasing behavior of Gen Z and millennials, revealing that social media serves as their primary marketplace, entertainment center, social hub, and learning platform, blurring the path to purchase. The study highlighted that consumption for this generation isn’t a linear top-to-bottom journey, but rather a continuous loop of inspiration, exploration, community, and loyalty.
• X’s uncertain future in the creator economy: Two months after Elon Musk acquired Twitter, he engaged with creators to improve the platform for them, seeking advice on how to attract and retain creators similar to YouTube's approach. However, more than a year later, the strategy for creators on Twitter (rebranded as X) remains unclear, with some expressing concerns about inconsistent payments and a lack of clear revenue-building pathways.‍
• Influencer marketing for legacy industries: Despite initial reluctance due to regulatory constraints and creative control, businesses operating in traditional industries such as finance, healthcare, and insurance are beginning to tap into influencer marketing to reach younger demographics on social media.

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