On April 4, LA-based TikToker Melanie Moradi posted a Gucci unboxing video, unveiling the generous uniform set the designer brand bestows on all its new employees, herself included, to her 13,500 followers. Set to Lil Pump’s “Gucci Gang,” the short clip showed two huge shopping bags, filled with olive green blouses, blazers, shoes and leather…
Once upon an Internet moment, Twitter was a big deal. Then a braggadocious billionaire bought the company and within minutes the social media platform’s engine began to sputter and its wheels flatten. Flash forward to the present. An internal presentation obtained by The New York Times reveals that Twitter’s U.S. advertising revenue for the five […]
The post Tweet, Tweet: Twitter Is Failing Harder Every Single Day appeared first on Adpulp.
When the average human attention span is 8.25 seconds, and the average view time of a TikTok is 28 seconds, how do you get the internet to pay attention for a full 10 minutes? For Hilton, the answer was to break with convention and give the people what they want: unexpected, platform-native, funny content made…
The social media game has changed. How are brands curating and producing online content that resonates and leaves a lasting imprint? Kickstarting Adweek’s Social Media Week, Manu Orssaud, vp and global head of marketing at Duolingo, and Lauren Thomas, senior communications manager at Intuit, tackled this question. They offered the audience an expert-guided tour through…
Brands are increasingly looking to leverage partnerships with content creators to make an impact–but one that’s significant and lasting, rather than one-off sponsored posts. Content creator Pierrah Hilaire and Brent Mitchell, vp of social media and influencers at Sephora, joined Danisha Lomax, Digitas’ head of client inclusivity and impact, during Adweek’s Social Media Week to…
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…
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