A TikTok ban appears imminent, and members of TikTok's thriving communities, like #BookTok, #PerfumeTok, and #MovieTok, will need to find new platforms to connect. BookTok is not just a thriving community, but a space where people can build careers. For example, Eli Rallo is a published author who gained popularity on TikTok along with creator...
In 2024, brands leaned into creators that had unique perspectives to reach specific demographics. But brands also need to stay ahead of the curve in finding the next big creators to work with. The next wave of creators are appealing to Gen Z audiences with niche content about topics like beauty, politics, and education. ADWEEK...
In 2015, Instagram contributed only 7% to Meta's total U.S. revenue, according to Emarketer. Ten years later, the app is projected to account for half, according to the research firm's latest forecast. Instagram is projected to generate $32.03 billion in U.S. advertising revenue next year, a 24.4% increase from 2024, per Emarketer. This rise would...
In 2024, creators took center stage for marketers. Brands began to view them as more than just attention-grabbers. Creators helped develop products, drum up social media buzz, and drive sales. Companies realized that the key to success with influencers is to genuinely trust the creator, allowing them to steer the collaboration in a way that...
Omnicom's acquisition of Interpublic Group could shake up the creator industry. The potential deal would consolidate resources, data, and technology across the holding companies, giving clients access to more comprehensive influencer marketing strategies and tools. With more access to first-party data and combined relationships with influencer technology platforms, clients of the new Omnicom could see...
The ongoing threat of a TikTok ban just got more serious. Today (Dec. 5), a U.S. federal appeals court upheld a law that requires TikTok's owner, Chinese tech firm ByteDance, to divest itself of the app in the United States by early next year, or face a ban. Unless the Supreme Court intervenes, the decision...
Alex Cooper, the popular podcast host of Call Her Daddy is ready for her next act: entering the beverage space. Cooper unveiled the launch of her hydration drink, called Unwell Hydration, on Dec. 4 at The New York Times' DealBook conference. The name is a nod to the podcast network she also runs called Unwell...
The evolution of influencer marketing has brought unparalleled opportunities for brands. But it's also created some murky tactics, including undeclared partnerships and hidden collaborations. That's where marketing analytics platform Ravineo, which officially launched on Nov. 12, comes in. Ravineo lets brands and agencies make smarter, data-driven decisions about their influencer strategies in real time, using...
Many brands simply add a celebrity's branding when working with artists. But Olivia Rodrigo has partnered twice with Sony to make custom headphones. After developing a pair of earbuds called LinkBuds S last year, Rodrigo and Sony launched two new earbuds in October that retail for $200: LinkBuds Fit and LinkBuds Open. Jordy Freed, director,...
When it comes to drama, the Real Housewives of Salt Lake City are always going to give it to you straight, with no sugar. But on this rare occasion, the ladies are getting sweet by rolling out a special partnership with the iconic New York ice cream chain, Van Leeuwen. A new limited-edition flavor, "The...
Gap is trying to stay relevant with Gen Z. In May, Fabiola Torres was hired as Gap's first global CMO in two years. She's a former Pepsi marketing exec tasked with turning around Gap's sales and re-establishing the strong tie to culture that Gap had in the '90s. Much of the marketing strategy focuses on...
