November was a busy month in the world of social media and influencer marketing.
Below are Linqia’s favorite stories shaping our industry.
TLDR: November kicked off with Creator week for Meta, where the company announced new monetization tools including fan subscriptions for all creators, IG Reels gifts, fan donations, and automatic stars onboarding for creators.
TLDR: While other platforms are seeing declines in time spent, TikTok is growing. US adults will spend 18.6% of their social media time on TikTok in 2024, and the platform will be used by 23.1% of US social commerce buyers this year.
TLDR: TikTok Shops will live on profiles, in a separate tab, where users can browse products and make a purchase without leaving the app. ByteDance is looking to replicate its success in China, where Douyin now generates the majority of its revenue from direct sales in the app.
TLDR: Increasingly, social platform algorithms are defining what we see, and it’s more about entertainment than staying up to date with friends. We’re at an inflection point where it’s less about the connections made with people, and more about content being created and consumed.
TLDR: Brands are looking to test new platforms and content this holiday season, with American Eagle piloting BeReal, Kohl’s leaning deeper into TikTok, Brooks Running leveraging Pinterest to drive Sales and PacSun testing out the Metaverse.
TLDR: The new shopping features allow users to purchase products as they scroll through Shorts. YouTube is also experimenting with an affiliate program in the US that allows creators to earn commissions through purchases of recommended products in their Shorts and videos.
TLDR: New research conducted in early October among 1,000 U.S. online shoppers shows that social media is now a mainstream shopping destination for Gen Z, with 93% using social media as part of their buying process, 60% of which is covered by two platforms Instagram and TikTok.
TLDR: 30+ of YouTube’s biggest creators partnered with the platform for 10 days of shoppable content. Not to be outdone, Pinterest launched ‘Shop the Holidays on Pinterest TV’ with 10 hours of daily programming that ran from November 15-18.
TLDR: Marketing budgets, though under scrutiny, are expected to rise in 2023. That’s especially true for influencer marketing due to Instagram’s entrenchment and TikTok’s ascent with users.
Brand Influencer Activity:
- Budweiser rallies over 100 influencers for World Cup effort
- How American Eagle Outfitters taps into authenticity on TikTok, BeReal, and Snapchat
- The Top 5 Brand TikToks You Need to Know About Right Now
- Google Launches New, Shoppable Music Video, Featuring Ludacris
- American Express partners with TikTok for small business accelerator
- Claire’s launches online influencer content series
- Kraft Mayo serves up a dollop of nostalgic delight in Juicy Couture collab