Edition 31: Super Bowl, Snapchat, Coca-Cola in TikTok Shop, Creator Mode 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
?? Super Bowl Advertisers Elevate Campaigns on Snapchat
?? Coca-Cola Launches New Drink Available Exclusively in TikTok Shop
?? Snap Promotes “Less Social Media, More Snapchat” in Super Bowl Ad
?? TikTok Prompts Users To Download a New, Dedicated Search Shortcut
?? LinkedIn Discountines Creator Mode
?? X Starts Displaying Sports Gambling Odds In-Stream
?? Top Stories
Super Bowl advertisers such as Pringles, Doritos, and Dove leveraged Snapchat's AR capabilities to extend their campaigns and enhance engagement. Brands are creating Snapchat extensions to connect with audiences in unique and interactive ways, taking advantage of Snapchat's sharing capabilities. The platform's data shows that when consumers see multiple ad products as part of a Super Bowl campaign, awareness increases 2.2 times, and intent increases 2.9 times compared to a single ad type. Snapchat's partnership with the NFL for in-game activations, such as placing virtual helmets on fans using Snapchat Lenses, further demonstrates its innovative approach to engaging users during the Super Bowl.?
? Revved-up Campaigns
Coca-Cola is launching two new products, including the limited-edition Happy Tears Zero Sugar, exclusively available on TikTok Shop. This marks Coca-Cola's first use of TikTok Shop, an e-commerce platform that allows in-app product purchases. The campaign involves 14 influencers specializing in TikTok Shop to promote the launch. The Happy Tears offering, inspired by happy tears, will be available on February 17th and features a unique flavor described as cola coupled with a splash of salty minerals. The campaign includes a limited "hype box" priced at $9.99, with 15,500 cans produced and influencers promoting a TikTok filter encouraging kindness. Additionally, Coca-Cola will introduce Coca-Cola Spiced, featuring raspberry and spice flavors, launching on February 19 in the U.S. and Canada.
?
Snapchat made its Super Bowl debut with a 30-second version of its commercial, "Less social media. More Snapchat," which previously aired during the Grammy Awards. The ad contrasts social media users obsessively chasing "likes" with a portrayal of Snapchat as a platform focused on genuine connections, compassion, authenticity, and love. The commercial emphasizes Snapchat's role as a more private and positive alternative to other social media platforms.
?
领英推荐
?? Platform Directions?
TikTok is aiming to boost user engagement by introducing a new TikTok Search shortcut that users can download and add to their device Home Screen. This shortcut streamlines the process of discovering TikTok content without navigating through the app, potentially making TikTok more appealing as a shopping destination by highlighting relevant product matches. This strategic move not only aims to increase search-related activity on TikTok but also presents an opportunity for the platform to expand its offerings and utility for its extensive user base.
LinkedIn is discontinuing its "Creator Mode" feature as part of a broader shift away from hashtags as a connecting tool on the platform. Launched in 2021, Creator Mode provided users with tools to enhance their presence, including associating hashtags with their profile, showcasing content in a "Featured" section, and using a "Follow" button instead of "Connect." While Creator Mode will be removed from profile settings next month, many of its elements will remain optional for all users. LinkedIn is eliminating profile hashtags and moving the "About" section to the top of profiles, streamlining the look and feel.
Following its recent partnership with BetMGM, X has introduced a new display of sports betting odds just ahead of the Super Bowl. This integration showcases sports betting graphics to users searching for sports event-related topics on the platform, providing a direct link to the BetMGM website for placing bets. The move is advantageous for BetMGM, capitalizing on the widespread engagement with sports content on X and the attention of sports gamblers who already use the platform for real-time updates.
?? Quick Tips
?? Tiktok’s Testing a New Way To Facilitate Engagement Between Creators and Paying Subscribers
?? Snapchat Is Now up to 800M Monthly Active Users
?? Threads Is Testing a New Option To Save Posts
?? YouTube Will Now Display Live-Streams Within the Shorts Feed, Adds New Podcast Options
?? X Is Developing an Articles Content Option for Long-Form Posts
?? Facebook Tests Generative AI Prompts for Better Post Captions
?? Decentralized Social App ‘Bluesky’ Is Now Available to All Users
?? LinkedIn Adds New Prompts To Boost Networking Opportunities
? Meta Will Stop Recommending Political Content
??Influencer Spotlight?
Kristen Suraci isn't just your typical tech project manager – she's the life of the party with her exciting side gigs! While she thrives in the tech world by day, it's her role as a matchmaker and social media maven that truly sets her apart.