Edition 16: Snacks Because of an Influencer Recommendation, Pizza Hut Jumps on #GirlMath Trend, Influencers and Celebrities Join Forces for GM & more!
??? Roadmap
?? 50% of Gen Z Has Tried a Snack Because of an Influencer Recommendation
?? Pizza Hut Jumps on #GirlMath Trend
?? Influencers and Celebrities Join Forces for General Mills Campaign
?? Instagram Adds Looping Video Clips in Notes
?? Instagram Tests New ‘Nearby’ Feed for Stories
?? Pinterest Launches New Hub for Creators
?? Top Stories
Navigating this dynamic season requires more than just introducing new products—it demands effective consumer engagement and conversion strategies. Discover the power of influencer marketing in this pivotal moment, where a staggering 50% of Gen Z members admit to trying a new snack based on influencer recommendations. Download Captiv8’s 2023 CPG and Snack study to gain even more insights into generational perspectives, best practices, and success stories.
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? Revved-up Campaigns
Pizza Hut has joined the 'Girl Math' trend in collaboration with TikTok sensation Anna Sitar and "Saturday Night Live" star Ego Nwodim to attract and re-engage customers. Their $7 Deal Lover’s campaign offers 17 menu items at $7 each, emphasizing the incredible value of the deal through the lens of 'Girl Math'—a TikTok phenomenon where women reinterpret spending habits. Getting more food for the same price? You are saving money. The campaign includes video ads on TikTok, Instagram, and YouTube, with Nwodim featured in TV spots.?
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General Mills introduced a new character named Carmella Creeper to its Monster Cereal lineup after a 35-year hiatus. Carmella is a young zombie DJ and the face of a new caramel apple-flavored cereal. She made her debut with an EDM remix of the song "Monster Mash." For Halloween, General Mills collaborated with VMLY&R Commerce to create a shoppable AR experience called "Creep to a New Beat" featuring Carmella. This experience allows consumers to remix their own version of "Monster Mash" using turntables. The campaign is being promoted on social media with the help of influencers and celebrities, including Cheryl Burke from "Dancing with the Stars" and the viral Iowa family knows as the Misener Crew.
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?? Platform Directions?
Instagram is introducing a new feature to its popular DM Notes, aiming to further engage younger users. This enhancement involves incorporating videos into Notes, adding a dynamic element to updates. Instagram's CEO, Adam Mosseri, announced that users will soon be able to replace their default profile picture in Notes with a short, looping video. Given the strong appeal of Notes to younger audiences and their affinity for short-form videos, this addition may significantly boost user engagement. Meta reported that over 100 million teen accounts shared a Note in the last 90 days, with teens creating Notes at a rate ten times higher than non-teens. While the feature is currently in limited testing, a broader rollout is anticipated in the future.
Instagram is currently testing a new feature called the "Nearby" feed for Stories, as shared by app researcher Alessandro Paluzzi. This feature mirrors a key aspect of the Chinese version of TikTok, "Douyin," which uses a local content feed to promote businesses and increase engagement. TikTok has also experimented with a similar "Nearby" feed in its main UI. The advantage of this feed is its potential for localized promotion, allowing businesses to reach users based on their location. Instagram hasn’t provided any official update on this test.
Pinterest has launched a comprehensive education platform for creators, available in 13 languages, offering valuable insights on maximizing the use of Pins, monetizing on-platform presence, and more. The platform provides guides on being featured in Pinterest's editorial spaces, aligning with promoted trends, and best practices for crafting standout Pins. It also includes fact sheets on creator funding tools and specific walk-throughs for success within the app. In line with industry trends, Pinterest has been actively incentivizing creators through initiatives like the Creator Fund and Creators Rewards program.
?? Quick Tips
?? Snapchat Crosses 400M Users
?? Threads Is Closing in on 100M Users
? Instagram Tests a Dedicated Content Feed From ‘Meta Verified’ Accounts
?? YouTube’s Testing Out Comment Controls To Manage Video Interactions
??Influencer Spotlight
Meet TikTok's Extraordinary Everyday Heroes! From truckers to shepherds and fishermen, a fresh wave of social media stars are taking center stage. For them, sponsorships are just the cherry on top!