Edition 28: The Rise of Creator Storefronts, Gwen Stefani to Headline Super Bowl’s TikTok Tailgate, Tostitos x Kirk Cousins, and more!
Navigate is a weekly newsletter dedicated to providing the latest updates and trends in the world of social media marketing. Written by industry experts at Captiv8, each edition features key stories, insights, and trends that are essential for staying informed and ahead in the rapidly evolving landscape of social media marketing.
??? Roadmap
??? Streamlining the Shopper’s Journey: The Rise of Creator Storefronts
?? Gwen Stefani to Headline Super Bowl’s TikTok Tailgate
?? Tostitos Collaborates with Kirk Cousins for Super Bowl
?? Norton Combats Online Scams with Dan Levy
?? TikTok Tests an AI Song Generation Process
?? Instagram Releases “Nighttime Nudges” for Teens
?? Top Stories
In the current landscape of changing consumer behavior and information overload, effectively reaching consumers with clear messaging and calls-to-action is crucial. Brands seeking to drive consumer engagement, trust, and connection are turning to creator partnerships as a reliable strategy. The emergence of creator-driven storefronts further enhances the opportunity to create a comprehensive full-funnel program. In fact, affiliates who prioritize analytics were found to be 1.5 times more likely to embrace storefronts. This underlines the importance of data-driven approaches in capitalizing on the opportunities presented by creator-driven storefronts for brands aiming to enhance their consumer reach and engagement. Interested in learning more? Download our guide!
Gwen Stefani has been announced as the headline performer for the "TikTok Tailgate" at Super Bowl LVIII, organized by the NFL. The TikTok Tailgate is a pregame party featuring special guests and creators. This marks the fourth year of the event, which aims to engage fans through TikTok, allowing them to watch live on the platform. Past headliners include Miley Cyrus, The Chainsmokers, The Black Keys, and Jason Derulo. The event will take place at Allegiant Stadium in Las Vegas, with parts of the performance broadcast on CBS's official pregame show.
? Revved-up Campaigns
Tostitos is reviving its Tost by Tostitos pop-up restaurant with a Vegas-themed twist for Super Bowl LVIII, featuring NFL star Kirk Cousins. The Frito-Lay brand, known as the official chip and dip sponsor of the NFL, is leveraging influencer marketing for a contest where one winner gets travel accommodations, game tickets, and tableside service at the pop-up by following Tostitos on Instagram and engaging with Cousins. The pop-up, open Feb. 8-10, covers three floors with themed menus, including a "Vegas-forward" selection. While others can book online, the contest winner will have their meal personally prepared by Cousins.?
Norton has partnered with actor and filmmaker Dan Levy for a social-focused campaign promoting the public launch of its Norton Genie scam detection app. The campaign aims to raise awareness about online scams, with one in five people having been scammed in the past year. The Genie app allows users to upload potential scam messages for immediate verification. The marketing effort includes 60-, 30-, and 15-second spots across Facebook, Instagram, YouTube, and Levy's social pages. Norton is also introducing an interactive Instagram game called the Scam Scan challenge which tests users on their ability to identify fraud.?
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?? Platform Directions?
TikTok is experimenting with a new "AI Song" feature that allows users to generate original music based on text prompts. Users can input text commands to create unique songs, with the lyrics powered by Bloom, a large multilingual language model. The AI Song option appears to be an expansion of ByteDance's previous AI music project, Ripple. The tool has the potential to enable TikTok creators to produce viral hits or unique music for their videos. If expanded to business profiles, it could offer a copyright-free way to add soundtracks to clips.
Instagram is implementing new nighttime nudges for teen accounts, aiming to limit their time on the platform. The feature triggers a notice after 10 p.m., displaying messages like "Time for a break?" and "It's getting late. Consider closing Instagram for the night." These nudges will automatically appear in areas such as Reels or DMs and cannot be turned off by teens. While reminiscent of TikTok's similar feature, Instagram's initiative aligns with its broader efforts to enhance teen safety, including a "Take a Break" feature and "Quiet Mode."
?? Quick Tips
?? Meta To Remove More Detailed Targeting Options for Ad Campaigns
? You Can Now Cancel In-Progress Stories Uploads on Instagram
?? Instagram Enables Users To Create Custom Sticker From Still Image Posts
?? YouTube Says Thumbnail A/B Testing Option Is Coming Soon
?? Threads Now Lets You Hide Both Like and Share Counts
?? X Launches Audio and Video Calls on Android
??Influencer Spotlight?
Kristin Juszczyk: Taking the NFL Fashion World by Storm
If you've been keeping up with social media or catching the latest NFL playoff games, you've undoubtedly encountered the stunning designs curated by Kristin Juszczyk. Kristin is taking the fashion world by storm, capturing the admiration of fans, celebrities, and fashion enthusiasts alike.
Our own blog dives into Kristin Juszczyk's inspiring journey, the impact of her collaboration with Taylor Swift, and the extraordinary surge in her follower count. Explore how her unique jackets have become a sensation on social media, gracing the feeds of many. Stay tuned for more updates on Kristin's unstoppable rise to fashion prominence!"