Brits are harder to reach than ever and Budweiser leaves the Premier League

1/5 Voodoo games acquires BeReal for €500m, putting its future into question

French mobile apps and games publisher Voodoo has just bought BeReal for €500 million. For months now, the once globally popular app BeReal has been struggling to grow its user base, leading to it seeking a buyer to solve its funding issues. The acquisition will allow the app to test and build new features, especially in terms of organic and paid marketing. Yet, introducing more advertising to the platform goes directly against its original manifesto; leaving many wondering if the future of BeReal has only become more bleak with its new ownership.

2/5 TikTok continues its bid to overtake Google with new image search

TikTok has made it clear these past few months that it intends to broaden its scope and become a search engine as well as social media platform. The platform’s latest step in its Google hunt? Testing a new image search feature. The update would give users the ability to take or upload a photo to the platform, in order to find matching products in TikTok Shop. Google has offered this feature for years, as has Amazon. With this testing, TikTok is not merely attempting to entice users to opt for it over Google when product searching. It is also trying to draw more users into purchasing via TikTok Shop. Considering Google has claimed that TikTok is negatively impacting its core Search product, perhaps the social media app’s dreams in overtaking the tech giant aren’t that crazy after all.

3/5 Instagram wants creators to make AI versions of themselves?

Instagram is entering a new stage of AI bot creation, by allowing users to create an AI version of themselves. The feature, “Creator A.I”,? will most likely be centred around creators, given that Instagram previewed the option in April as part of its celebrity AI chatbots. Creator A.I would allow creators to talk to their followers through direct messages and possibly Instagram comments in the future. Essentially, creators will be able to use a chatbot to mimic their own voice in order to engage with fans through messages and comments. Yet, will fans find speaking to a robot version of their favourite influencer engaging? Given Instagram’s failed celebrity chatbot venture, it seems unlikely.

4/5 Brits are ringing in a new era of advertising with their cynicism?

As a result of the unprecedented levels of media literacy in the British public - thanks TikTok - there is a steadily growing distrust of influencers and the ads they bring with them. Brits are reaching new levels of cynicism, and classic advertising is just not going to cut it anymore. For brands, this means working a whole lot harder to reach the British public. The key is to play into this distrust, and lean into the piss-taking culture of the nation. Many brands have already jumped on this trend, taking to TikTok to poke fun at themselves and successfully reach the new generation on their own turf.

5/5 The Premier League replaces Budweiser with Guinness in ￡40m deal

In its first major signing of the season, the Premier League has signed on Guinness as its official beer partner in a deal worth over ￡40 million. Guinness had to fight off Heineken for the spot, after Budweiser decided to reduce its sponsorships in English football. Given Guinness’s strong associations with Rugby Union and traditional Gaelic sports, the move has shocked many. Yet, the popular stout company is widely known for its industry leading campaigns, making it an easy choice for the Premier League. With the first kick off in August steadily approaching, many are excitedly waiting to see how Guinness will adapt to its new role, and whether the partnership will be successful.

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