📱 Why The Worst-Case Scenario for a TikTok Ban is Unlikely
The unlikely event of a TikTok ban would leave billions in ad revenue at stake, with competitors like YouTube and Instagram standing to gain. In an uncertain landscape, some influencer agencies are diversifying across platforms and markets to ensure stability.
However, the worst-case scenario is unlikely. The bill faces an uphill battle to become law, and it’s likely to face challenges on the grounds it restricts the right to free speech. In fact, remaining firm on your TikTok investment might be an opportunity to differentiate from the competition, as particularly cautious advertisers might be pulling out of the platform.
Continuing to spend in TikTok is the way forward, particularly as Fospha data demonstrates that TikTok drives amongst the strongest results across Paid Social, especially from a ROAS and new customer acquisition perspective.
💰 Investors Newly Optimistic Over Snap Stock
Wall Street's recent dance with Snap has marketers watching closely. Citigroup has highlighted a more positive outlook to Snap stock, assigning a $7 price target, around 10% more than the platform trades at today.
Citigroup cites the platform's upcoming Android app redesign, promising ARPU growth and moderated spending as positive signals, suggesting improved profitability ahead.
While challenges remain, Snap's strategic initiatives (a recent focus on performance marketing) and positive market sentiment cement it as a compelling platform for marketers seeking to engage with new audiences.
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TikTok introduces Creator Rewards program, paying creators based on "search value" - akin to SEO. This incentivizes content aligned with user searches, highlighting TikTok's evolution into a search-oriented platform.
💭 Understanding the Power of “Bothism” For Brands Marketers can benefit from embracing “bothism”, a holistic approach to brand and performance advertising that recognizes the mutually reinforcing nature of these activities. “Bothism” seeks to harvest demand from in-market consumers while also laying the groundwork for future demand with brand-building ads. 🗣️ Conversational Commerce Will Help Fill the Cookie Void Marketers face difficulties as Google phases out cookies, disrupting personalized ad targeting. Enter conversational commerce, blending human interaction with AI for tailored consumer experiences and valuable first-party data collection. 🤑 Marketers Need To Get Right About Today’s Value Economy In the evolving "value economy," businesses must prioritise delivering consistent value to customers. Marketers should focus on ownership of online operations, balancing efforts across the customer journey, and connecting digital experiences to tangible ROI.
😎 Being Your Own Influencer Is the Key to Success For Entrepreneurs
In marketing, the power of personal connection is exemplified by entrepreneurs like the Simpson sisters and industry titans like Oprah and Steve Jobs. Becoming your brand's influencer fosters trust and loyalty, driving long-term success.
🔎 Google Pulls The Plug on Pinterest-Like App
Keen arrived in 2020 as an experimental product that focused on image sharing, similar to Pinterest. However, it promised to surface more interesting content to users by tapping Google Search and machine learning algorithms. But amid layoffs, Google will shut down Keen on March 24.
Despite promising a Pinterest-like experience, the app garnered just 50,000 downloads. This may point to the unique value proposition of Pinterest, which through its focus on visual discovery, curated content, and niche communities is set apart from the competition.
It'll be interesting to see if Google attempts a similar experiment in future, particularly with the continued rise in popularity of image sharing.
♾️ Meta Offers to Halve Facebook, Instagram Monthly Fees Amid Concerns
This adjustment responds to criticism that Meta's ad-free subscription violates privacy, aligning with the Digital Markets Act (DMA) regulations.
This reflects a continuing move towards a privacy-safe world - marketers should take note of Meta's efforts to navigate regulatory complexities while maintaining revenue streams.
📈 Will Investors Upvote Reddit's IPO in a Tough Ad Market?
Reddit has pushed towards expanding its advertising business and diversifying revenue streams, however it competes against giants (Meta, Google) meaning it continues to navigate an uncertain landscape.
However, Reddit boasts a unique audience which often doesn't cross over with the most popular social platforms - meaning it's in a strong position to carve its niche in the social media ecosystem.
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