eComm News Round-Up | TikTok Offers Guidance, Instagram Explores Collaborative Posting & Threads Profile Verification | 11 August 23
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TikTok Offers Guidance for Creating Successful Marketing Campaign
TikTok has released a comprehensive guide on incorporating the platform into holiday marketing strategies, covering campaign setup, goal alignment, budgeting, and performance. The guide includes practical examples for various marketing objectives, providing valuable insights for a successful TikTok marketing push during the holiday season.
Brand Lift and Recall Enhanced by Emotional Digital Ads
Pinterest and System1 have released research findings indicating that emotional digital ads, particularly those generating positive emotional responses and clear branding, lead to increased brand lift, recall, and action intent. The study emphasizes the importance of tapping into emotional engagement, incorporating right-brain elements, cultural moments, and fluent devices to create effective digital ads that resonate with audiences in a world with shorter attention spans.
TikTok Recruits eCommerce Leaders from Amazon and Meta
TikTok has recruited former Amazon and Meta executives, Nicolas Le Bourgeois and Marni Levine, to spearhead its US eCommerce expansion efforts, replacing the outgoing U.S. general manager of eCommerce, Sandie Hawkins. Despite national security concerns and previous challenges in certain markets, TikTok is targeting a significant growth of its eCommerce business, aiming to increase its gross merchandise value (GMV) from $4.4 billion to $20 billion, with a focus on Southeast Asia, the United States, and Europe.
Instagram Explores Collaborative Posting Feature to Drive Engagement
Instagram is testing a collaborative posting feature that allows users to contribute their own images and videos to existing posts, offering potential for curated group photo albums and shared experiences on the platform. The move appears to be influenced by TikTok's interactive trends, aiming to increase user engagement and participation, with potential implications for brands to leverage user-generated content and enhance brand-related experiences.
X (Twitter) Introduces Creator Ads Revenue Sharing Initiative
X, formerly known as Twitter under Elon Musk's leadership, has officially launched its creator ads revenue sharing program, allowing eligible users to share revenue from ads in responses to verified content creators on the platform. The program is part of X's effort to revamp its brand and generate interest, but while early payouts have been significant, the high eligibility criteria may hinder some creators from realistically "earning a living" through the platform.
Threads Profile Verification Now Available on Mastodon
Meta introduces verification for Threads profiles on external platforms, allowing users to establish ownership of their linked Threads profiles on social media sites like Mastodon, expanding verification beyond the blue checkmark. This feature, announced by Instagram head Adam Mosseri, aligns with the broader trend of connecting Threads with decentralized social media platforms.
That's it for this week's roundup, folks. Stay tuned for more exciting eComm news from Webtopia!
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