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 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...
The House China Select Committee began issuing reminders on Friday that it is serious about the potential ban of TikTok in the U.S. starting Jan. 19. Committee chair Rep. John Moolenaar (R-Mich.) and ranking member Rep. Raja Krishnamoorthi (D-Ill.) sent letters to Apple, Google, and TikTok Friday reminding them that barring a change in TikTok's...
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...
Mastercard wants to help small and midsized businesses harness the power of artificial intelligence. The payments company began a pilot Monday of a generative AI chatbot tool Mastercard Small Business AI, designed to help SMB owners in all categories, regardless of what stage their business has achieved. "AI can't replace the power of human connection,...
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...
TikTok took a hit in Washington, D.C., Friday, as the U.S. Court of Appeals for the Federal Circuit upheld a law that requires Chinese-based parent company ByteDance to sell the popular video-sharing social platform by Jan. 19 or see the application banned in the U.S. The likely next step for TikTok and ByteDance is an...
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...
Throughout my career in media, I have observed many industries in which responsible marketers practice self-regulation or strictly adhere to government regulation. Why? Because marketers and the media understand well that, for better and for worse, what they do powerfully influences consumer behavior. Pulitzer Prize-winning author Walt Hickey authored a book last year with a...
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,...
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...
For years--especially in the last four--we've watched brands expand marketing efforts holistically and prioritize voices of color through organic and paid media placements. However, a continuously overlooked medium for major brands and advertisers is Black culture-focused tentpole events. As a regular attendee at such events as Essence Festival, CurlyCon, or CultureCon, to name a few,...
