The Loneliness Epidemic and Media Consumption: What Marketers Need to Know

We are still seeing the effects of the pandemic come to fruition, but one thing is very clear: We are all feeling more disconnected. The resulting epidemic of loneliness is well documented by health professionals, with 52% of Americans reporting that they feel lonely and 47% saying their relationships aren’t meaningful. According to US Surgeon…

When Content Degrades and Distracts, Advertising Suffers Too

Advertising is a parasite that depends on the blood of its host—news and entertainment content—for its survival. When the body or in this case the media industry is sick, the parasite too will suffer. This is the conclusion, although not the language, of Mike Follett, managing director of eye-tracking company Lumen Research (and a former […]

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Visualizing Success: Crafting Personal Brands With Video

There are countless videos across many online platforms catering to a wide range of interests. It’s fascinating how certain videos go viral and become widely viewed by millions of people across the globe, but it’s difficult to predict what makes a video successful. Creative company Viral Growth specializes in TikTok and has devised a formula…

Temu’s Advertising Avalanche Is Impossible to Ignore

We live in an attention economy. The ecommerce space is filled with companies not only competing for revenue but also consumer awareness. And ecommerce giant Temu is giving competitors a run for its advertising budget. Temu’s strategic takeover of advertising space on Meta, Google and other platforms is impossible to ignore. Reports and industry pros…

Creator Jayde Powell Has the Tea on Finding a Safe Space in Social Media

As a content creator, Jayde Powell has completely immersed herself in the creative world. In the process, the influencer-writer-speaker has picked up a breadth of expertise, which has led to recognition by trades like ADWEEK, Business Insider and Hashtag Paid. She’s also built an engaged fanbase that not only understands her brand of humor, but…

Taco Bell’s Taylor Montgomery Reveals the Path From Social Media Manager to CMO

There’s no one path to the chief marketing officer seat, and Taco Bell’s top U.S. marketer Taylor Montgomery is living proof. Having cut his teeth working on strategy for brands including Clairol and Always at Procter & Gamble, Montgomery joined Taco Bell in 2016 as senior manager of brand and marketing innovation. Now, several jobs…

Taco Bell’s Taylor Montgomery Reveals the Path From Social Media Manager to CMO

There’s no one path to the chief marketing officer seat, and Taco Bell’s top U.S. marketer Taylor Montgomery is living proof. Having cut his teeth working on strategy for brands including Clairol and Always at Procter & Gamble, Montgomery joined Taco Bell in 2016 as senior manager of brand and marketing innovation. Now, several jobs…

The State of the Workplace, as Told by the Corporate Baddie

After graduating from the historically Black university Morehouse, DeAndre Brown looked forward to entering the workplace and soon landed internships in both government and corporate settings. As the youngest employee, he quickly identified the antiquated norms in the workplace (see: bragging wars over long hours) and, as any good Gen Z-er, used the experience as…

John Deere Seeks a ‘Chief Tractor Officer’ to Be the Face of Its TikTok Channel

John Deere is running a celebrity-driven social media campaign for the first time in its 185-year history, as it kicks off a contest to recruit a “chief tractor officer” who will create TikTok content for the brand. San Francisco 49ers quarterback Brock Purdy launches the search alongside fellow player Colton McKivitz. A promotional video for…

Lil Yachty’s Instagram Stunt Proves the Power of Inclusive Campaigns

Last year, rapper Lil Yachty made the unusual move of adding his 11.3 million Instagram followers to his Close Friends list on the app. His fans were confused, wondering why a globally famous figure had invited them into an intimate circle. Lil Yachty posted on Instagram as if only his closest friends were watching, becoming…

How LTK Powers Seamless (and Lucrative) Deals for Creators and Brands

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….

The Social Playbook Is Dead. Long Live the Social Philosophy

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 Media Week Preview: Duolingo’s Masterminded Social Listening Tactics

Katherine Chan is Duolingo’s global head of social media, responsible for the outrageous social media stunts that make Duolingo a household name, and build brand affinity for its mischievous green owl mascot, Duo. On Tuesday, April 9, from 2:25 to 2:50 PM EDT, Chan will appear on a Main Stage panel at ADWEEK’s Social Media…

DTC Brand Mad Rabbit Readies Platform Pivot As TikTok Ban Looms

Tattoo aftercare brand Mad Rabbit saw quick and early success on TikTok. But with the platform’s future in potential flux, the strategy is shifting. The direct-to-consumer (DTC) brand has nearly 600,000 TikTok followers and has been posting more of its TikTok content to social platforms like YouTube and Snap in the last year, as well…

DTC Brand Mad Rabbit Readies Platform Pivot As TikTok Ban Looms

Tattoo aftercare brand Mad Rabbit saw quick and early success on TikTok. But with the platform’s future in potential flux, the strategy is shifting. The direct-to-consumer (DTC) brand has nearly 600,000 TikTok followers and has been posting more of its TikTok content to social platforms like YouTube and Snap in the last year, as well…

Disrupt the Annual Brand Prank War by Focusing on Strategy, Not Stunts

Dunkin’ is now Donuts’. If you were groggily scrolling social media on April 1, you may have briefly fallen victim to one of many brand pranks: Califia Farms unveiling a pickle-flavored creamer, the Duolingo owl starring in a multilingual musical on ice, and Nathan’s Famous hotdogs coming aboard JetBlue. April Fools’ Day has evolved from…

Disrupt the Annual Brand Prank War by Focusing on Strategy, Not Stunts

Dunkin’ is now Donuts’. If you were groggily scrolling social media on April 1, you may have briefly fallen victim to one of many brand pranks: Califia Farms unveiling a pickle-flavored creamer, the Duolingo owl starring in a multilingual musical on ice, and Nathan’s Famous hotdogs coming aboard JetBlue. April Fools’ Day has evolved from…

Social Commerce Platforms Are Facing Headwinds. Will TikTok Shop Prevail or Flop?

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…

Why Advertisers Claim Meta Owes $7 Billion in Damages

According to a class-action lawsuit brought by Facebook and Instagram advertisers, Meta’s metrics flub owes them potential damages exceeding $7 billion. In a ruling, the 9th U.S. Circuit Court of Appeals in San Francisco is letting advertisers pursue legal action against Meta for monetary damages, accusing it of inflating the social platforms’ Potential Reach metric…

Celebrity Cats Compete in Sheba’s March Madness-Style Tournament

Mars Petcare’s Sheba is offering some adorable counter-programming to March Madness by enlisting eight felines with huge TikTok and Instagram followings in a bracket-style tournament where they’ll race to lick up the brand’s new Gravy Indulgence cat food. Devised by agency AMV BBDO, The Gravy Race is a single-elimination competition featuring cats with a combined…