The old adage “dress for the job you want, not the job you have” is meant to encourage confidence and ambition through wardrobe choices. A two-minute film kicking of Droga5’s “Find Your In” global campaign for LinkedIn offers a playful twist on this idea as clothes come to life in a laundromat to show off…
Marketer response to Meta reportedly building its own decentralized Twitter clone app this summer is tepid, three industry leads told Adweek. That’s mostly due to questions circling around the platform’s handling of data, adoption and monetization. Meta is reportedly working on a text-based app that would compete against Twitter, which has had its fair share…
As the popularity of platforms like TikTok and Instagram grow, people are getting discovered faster and entering influencer status sooner. With Instagram parent Meta and Twitter both recently rolling out subscription products–where people can become verified overnight–there is no longer the need to build out online portfolios proving themselves as experts to support a claim…
What does going viral mean in a world of social media campaign oversaturation and fleeting attention spans? Soyoung Kang, CMO of Gen Z-focused beauty brand Eos Products, and Ashley Atwell, avp of social content at the National Basketball Association, joined Adweek at Social Media Week to reflect on their best viral social media marketing examples…
At one time, TikTok was dubbed “the million-follower factory” for its ability to catapult new users to fame and notoriety. Are those days gone? Over the last several months, there have been grumblings among creators that views are on a steady decline and follower growth is lagging. A cursory look at the top creators seems…
“Comments are everything. That’s where the truth lives, I think much more so than just looking at all your standard metrics of reach engagement,” said Jessica Grigoriou, head of beauty marketing for Unilever, about how she values and analyzes campaign engagement on social media. Grigoriou was speaking as part of a session at Adweek’s Social…
Elon Musk’s choice to onboard NBCU ad sales chief Linda Yaccarino has left marketers on the edge of their seats, while Yaccarino inherits a company in absolute turmoil. “I have an unbelievable level of confidence in Linda’s ability to turn Twitter around and save it from the clutches of the evil overlord who owns it,”…
ICYMI: In February, Hilton Hotels & Resorts released a 10-minute TikTok video–yes, you read that correctly–that took viewers on a sprawling journey, spanning dozens of locations and multiple genres, featuring appearances from more than half a dozen beloved TikTok creators. Not only did the spot earn some 4 million views within its first two days…
UPDATE: Yaccarino’s appointment as Twitter CEO was made official on Friday afternoon. PREVIOUSLY: Hours before Linda Yaccarino was named Twitter CEO, her time at NBCUniversal has officially ended. The longtime ad sales chief–NBCUniversal’s chairman of global advertising and partnerships–has departed the company “effective immediately,” NBCUniversal announced Friday morning. Mark Marshall, currently president, advertising sales and…
By now, creators and the general public alike know that just because a social media platform is popular today doesn’t mean it will have the same buzz tomorrow. Or even still exist. “At the end of the day, the strength of social is defined by the diversity of its audience,” said Gregory Aston, director of…
Longtime NBCUniversal ad sales chief Linda Yaccarino is in talks to depart her company and succeed Elon Musk as Twitter’s CEO, according to a source familiar with the matter. Earlier on Thursday, Musk–who bought the social media platform last October and two months later vowed to step down as Twitter CEO when he found “someone…
Over the years, social media has evolved beyond basic communication to become an all-encompassing necessity for creativity and progress. As creators look to carve out a differentiated space for themselves and their community of supporters, they often bring about the very disruption that seasoned industry professionals strive for. Adweek’s third annual Creator Visionary Awards spotlight…
Over the years, social media has evolved beyond basic communication to become an all-encompassing necessity for creativity and progress. As creators look to carve out a differentiated space for themselves and their community of supporters, they often bring about the very disruption that seasoned industry professionals strive for. Adweek’s third annual Creator Visionary Awards spotlight…
The Federal Trade Commission has accused Meta of violating a suite of child privacy protections such as the Children’s Privacy Protection Act (COPPA) and proposed sweeping changes on how the social giant operates, including a ban on monetizing kids’ data. “Meta has successfully stayed out of the privacy spotlight in recent months, especially as the…
TikTok is addressing algorithm ambiguity by offering partners more predictable media buys. Ahead of its NewFronts presentation on May 4–which will be a “closed-door event” not open to the media–the platform has outlined its plan to give advertisers more control over ad placements, with its Pulse Premiere offering taking center stage. Pulse Premiere is TikTok’s…
In an innovative, relevant, and health-conscious move, Heinz Brazil is developing a proprietary “Heinz red” tattoo pigment using only non-harmful ingredients and making the ink available to tattoo parlors throughout Brazil. The action comes on news that color tattoo ink faces growing restrictions and outright bans in countries around the world. The European Union alone […]
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For USA Today parent company Gannett, social media success has little to do with the news. Two of its editorial franchises, Humankind and Problem Solved, have seen growth in their social reach across TikTok, YouTube and Instagram, where the brands have prioritized vertical video formats. There, the media company has used the viewership to generate…
In the rapidly growing creator economy space, even the creators themselves struggle to price their wares. U.S. advertisers are anticipated to spend more than $6 billion on influencer marketing this year, per Insider Intelligence. But creators still aren’t sure how big a piece to claim from this pie, a new report from social media management…
TikTok’s new Bold Glamour filter has been downloaded more than 16 million times since it launched last month. Dove is taking a stand against it and the unrealistic beauty standards it perpetuates in an influencer-led campaign from Ogilvy and David. Part of the long-running Dove Self-Esteem Project, the #TurnYourBack effort kicked off March 9 with…
After months of teasing the launch, it’s official: Starting Tuesday and for a limited time only, Canadian McDonald’s fans can enjoy the Big Mac with chicken patties instead of beef. Yet, judging from the follow-up social media exchanges with fellow fast food brand KFC, that doesn’t mean that there is no beef to be had….
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