In March this year, Nicole Rechtszaid, co-founder and co-CEO of Ghost Agency, witnessed some clients seeing six-figure monthly sales on TikTok Shop, enjoying up to 8% click-through rate (CTR), a metric outperforming ecommerce giants like Amazon. Fast forward three months and Rechtszaid is not sure how long this windfall will last. TikTok Shop rolled out…
TikTok announced new tools for advertisers today at its fourth annual TikTok World event, focusing on artificial-intelligence-powered automation and measurement tools that make it quicker and easier for marketers to create relevant ads on the platform. The first set of tools, TikTok One, is a hub that gives advertisers access to creators, creative tools, agency…
Lifestyle publisher Real Simple partnered with social platform Pinterest on Wednesday to produce a shoppable print magazine, part of a broader push from both parties to shorten the distance between the inspiration and transaction phases of the consumer journey. Real Simple, a Dotdash Meredith property that offers readers home furnishing tips and recipes, introduced the…
Last year, global ecommerce sales totaled nearly $6 trillion and are expected to grow 10% this year. People expect nothing but the best shopping experience every time, and expectations increase every time they experience something better. This represents a sharp departure from how commerce has traditionally been approached–as a mere transaction after all the creative…
Paramount Global has hired the bank Oaklins DeSilva+Phillips to explore the sale of VidCon, a live event franchise focused on the creator economy, according to a source familiar with the matter. The company is hoping to secure a strategic buyer for the experiential property rather than a private equity firm, according to the person. The…
Younger consumers put a lot of stock in the opinions of their favorite influencers. That’s become increasingly evident in the era of social commerce, with 73% of Gen Z consumers and 68% of millennials saying they look to creators to inform their purchase decisions, according to a study by Northwestern University and commissioned by LTK….
It’s the summer of 2023 and our team is putting the final touches on a 100-page social playbook for a client. Boom, another social platform launches. It’s not the first (or last) time this has happened. But at the time, this thought occurred: Why are we spending hundreds of hours and thousands of dollars on…
Social commerce is quickly revolutionizing traditional ecommerce and radically disrupting brick-and-mortar retail. It moves the entire shopping experience onto social media platforms, from finding and researching products to directly purchasing them. It integrates product showcases, in-platform brand pages and native checkout, all in one place. The obvious benefit to consumers is the uninterrupted social media…
Retail giant Walmart and marketplace Wayfair have both been investing in content creation to drive customer relationships and online sales. This has included creating short-form episodic romantic comedies while working with celebrities and influencers who share their favorite products to try out. Speaking during ADWEEK’s Commerceweek event, Sarah Henry, vice president and head of content,…
Puma has some previous experience connecting with new and existing audiences in novel ways. The 75-year-old sportswear brand has worked on Web3 tactics like NFTs (nonfungible tokens), artificial intellgience, metaverse platforms like Roblox and virtual reality, partnering with Meta in January on fitness experience The World’s Smallest Gym on Apple’s Vision Pro headset in its…
People feel a collective sense of foreboding, having lived through the pandemic years, according to Dipanjan Chatterjee, vp and principal analyst at Forrester Research. Speaking at ADWEEK’s Commerceweek event this week in New York, Chatterjee explained that 48% of people are worried about the next 10 years. In fact, more people are worried about the…
The runaway success of livestream commerce in China has made headlines in the U.S., but replicating that magic has so far been thwarted by back-end tech challenges, changing user behavior and talent issues. There are many differences between the markets in China and the U.S.–more evolved tech platforms and higher rates of mobile commerce, to…
Instagram has made public the number of times a post is shared–a metric that previously brands and creators could only see on the platform’s backend–indicating the growing importance of sharing as a success metric. Adweek and several other sources noticed the metric appearing alongside the paper plane share icon earlier this year, with one source…
During the fourth quarter of this year, advertisers had to act more flexibly, as the uncertain macroeconomic environment made reaching revenue goals more challenging, according to post-mortem conversations with several ad buyers. Reflecting this cautious landscape, ad prices were down this year on Meta and Google, after already dipping in 2022. CPMs (cost per thousand…
In the ever-evolving landscape of digital marketing, the creator economy has emerged as a powerful force, reshaping the way brands connect with consumers. A recent study conducted by LTK in partnership with Northwestern University’s Retail Analytics Council highlights the profound impact of creator marketing, an industry now estimated at $21 billion. Brands and retailers are…
Advertisers are investing more in TikTok Shop two months after the products launched widely in the U.S., despite mostly lackluster results. TikTok Shop launched officially in the U.S. Sept. 12 after months of testing. The tool lets millions of daily active users buy products directly from the app without having to go to a brand’s…
As the owner of brands such as Pepsi, Mountain Dew and Gatorade, PepsiCo’s core focus across its marketing is to tap into culture, demonstrate its relevance to consumers’ lives and engage them at their passion points. “You cannot build brands the way we used to,” stated Mark Kirkham, senior vp and CMO of international beverages…
Successful creators are known to hustle, but they’re not always known as entrepreneurs. At a panel at Social Media Week Europe last week, creators Catherine Kay and Obi Vincent joined influencer partnership lead at Shopify V?rane P?de to discuss the converging line between creators and entrepreneurs. “Creators are the new generation of entrepreneurs, which is…
Advertising investments should grow 5% this year, according to a new industry forecast released today by analyst Brian Wieser. Marketers and advertisers should regard this relatively modest growth as a return to normal, pre-pandemic economic conditions. Since ecommerce boomed during the pandemic and led to increases in retail media investments and other online direct-to-consumer sales,…
British clothing retailer N Brown Group partnered with publisher LADbible Group to launch the “No Average Jack” campaign for N Brown’s menswear brand Jacamo. The campaign, which was negotiated by U.K. media agency the7stars, aims to celebrate “the stories of everyday lads.” Through this partnership, LADbible will share social video content for Jacamo celebrating the…
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