Edition 29:
??? Roadmap
?? Winning the Olympics With Influencer Marketing
??? TikTok Creators Outperform Instagram for Affiliate Engagement
?? Hilton Launches Roblox Experience with Paris HIlton
?? Orlando Magic Captivates Fans Through Audio Branding
?? BeReal Announces RealPeople and RealBrands Feeds
?? Instagram Tests “Flipside” Alternative Profile Options
?? YouTube Tests Superchat Likes
?? Top Stories
68% of Gen Z and 47% of Millenials get their sports information from social media. Are you prepared to capitalize on the Summer Games? Tune into our upcoming webinar to ensure that you're equipped with the tools and strategies necessary to maximize your influencer marketing ROI for the big event! Register here!
TikTok continues to dominate short-form video in terms of affiliate link engagement, with influencers experiencing a 5.2% engagement rate in 2023, more than double that of Instagram (2.0%). Further analysis from Captiv8’s Affiliate Benchmark Report shows that influencers with large followings don’t always drive the highest engagement. The findings underscore that smaller, more targeted influencers can yield better results for brands, emphasizing the importance of a thoughtful and strategic approach to influencer selection over relying solely on influencer popularity or follower count.
? Revved-up Campaigns
Hilton is entering the metaverse with a collaboration inside Paris Hilton’s Roblox world, Slivingland. Users can explore an immersive Hilton hotel lobby within Roblox, earning digital wearables and real-world perks like upgraded Hilton Honors status and points through in-game challenges. A recreated commercial, featuring Roblox avatars, emphasizes the integration. Hilton plans to give away over 12 million Hilton Honors Points, demonstrating a novel loyalty program activation on Roblox. The campaign also distributes 50,000 digital wearables and showcases Hilton’s national advertising campaign within the metaverse, contributing to the evolving landscape of virtual experiences translating into real-world value.
?
The Orlando Magic's TikTok campaign, featuring Ayo the Producer's updated anthem, has proven highly successful in engaging a wider audience beyond Magic fandom. With nearly 50,000 videos created using the track and the hashtag #OrlandoMagic amassing 55,000 posts and over 778 million views on TikTok, the campaign showcases the power of audio branding on social media. The strategic use of the catchy song, played after each home win, has not only revived a classic anthem but also aligned with TikTok's primary demographic, as 76% of views come from individuals aged 18-24, underlining its resonance with the youth audience.
领英推荐
?
?? Platform Directions?
BeReal is aiming to regain momentum with a new update that introduces RealPeople and RealBrands feeds, emphasizing celebrity and brand content within the app. RealPeople offers a behind-the-scenes look at notable figures' lives, encouraging celebrities to share unfiltered moments with their communities. RealBrands focuses on official brand accounts showcasing promotions and offers. The addition of re-shares and the possibility of a "RealFan" subscription offering suggest a shift towards a more conventional social app model.?
Instagram has introduced its new feature called "Flipside" as an alternative profile option for a limited group of users. This option creates a private space accessible only to the user and selected connections, allowing them to share posts exclusively within this space. Users can customize their Flipside with a unique profile name and picture. The move towards private sharing aligns with the trend of users favoring smaller, more intimate engagement communities over public feeds.
YouTube is experimenting with a new feature that allows viewers to "like" Super Chat messages during live streams or Premieres, aiming to enhance engagement and discussion around purchased posts. Super Chats, which involve viewers buying highlighted messages or animated Super Stickers, will now also be subject to likes from other users, potentially prompting streamers to respond to popular comments and encouraging more interaction. Although currently in a limited trial, YouTube plans to expand this feature more widely in the coming month.
?? Quick Tips
?? EU Users Will Soon Have the Option To Separate Their Facebook and IG Accounts
?? TikTok Rolls Out New Text Size Options To Improve Accessibility
?? TikTok’s Testing 30 Minute Uploads
?? Instagram Now Lets You Opt-Out of DM Read Receipts
?? Instagram Tests New Group Chat Conversation Starters in Notes
??Influencer Spotlight?
TikToker Campbell Puckett—a.k.a. Pookie—recently skyrocketed to viral fame due to the affectionate nickname her husband Jett Puckett gave her. Here's everything to know about the influencer couple.