EDITION 47: Gen Zers + Social Media, Heinz Releases Pickle Ketchup, Gatorade and Michael Jordan Return, TikTok Launches Management Platform & 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
?? More than Half of Gen Zers watch Longform Videos on Social Media
?? YouTube Tops Netflix in Viewing Time as CTV Ads Get More Attention
?? Heinz Rolls Out Pickle Ketchup with Engaging, Multi-Platform Campaign
?? Gatorade's Iconic Tagline Returns with Michael Jordan-Led Ad
?? TikTok Launches Management Platform for Creators
??? Instagram Rolls Out New Notes Features
?? Top Stories
An October 2023 survey revealed that while 53.1% of US Gen Zers engage with long-form videos on social media platforms, a larger proportion, 61.6%, gravitate towards short-form content. This data underscores the nuanced preferences within the Gen Z demographic, indicating a significant interest in both long and short-form video formats. Despite the dominance of short-form content, the substantial engagement with long-form videos suggests that Gen Z's consumption habits are diverse, reflecting a desire for varied and immersive content experiences.?
YouTube surpassed Netflix in U.S. streaming viewing time in the first quarter, although Netflix remains ahead in the percentage of TVs with installed apps, according to TVision's "State of CTV" report. YouTube accounted for 20% of connected TV viewing time, while Netflix held 17%, with Hulu and Prime Video trailing. CTV ad attention increased to 51.5%, driven by premium networks, while linear TV ads saw a slight rise in attention. TVision also noted that the first ad in a commercial pod garners the most attention, with higher engagement during primetime hours. Data was collected from a panel of 5,000 households, tracking screen viewing and attention.
? Revved-up Campaigns
Heinz's campaign for its new Pickle Ketchup, uses the tagline "You Can Already Taste It" to suggest that pickle-flavored ketchup is a natural idea. The multi-faceted strategy includes digital videos, out-of-home ads in major cities, and creator-driven content on TikTok and Instagram. Highlights include street interviews in New York City and a "No Taste, Taste Test" video, where passersby describe the anticipated flavor without trying it. The campaign also features a social media giveaway and paid ads across various platforms, all reinforcing Heinz's unified brand message under "It Has to be Heinz."
领英推荐
Gatorade is reviving its iconic “Is It In You?” tagline from the 1990s and 2000s in its largest-ever campaign, aiming to support athletes against modern societal pressures. The campaign features a 60-second ad narrated by Michael Jordan, with appearances from athletes like Caitlin Clark and A’Ja Wilson, debuting during the NBA Western Conference Finals on May 28. Running throughout the summer, the campaign includes social media elements, custom Snapchat and Instagram filters, and nationwide billboards. The revival underscores the timeless "inner drive that fuels greatness" amid changing sports landscapes, encouraging athletes to focus on their own determination rather than external validation.
?? Platform Directions?
TikTok introduced TikTok Studio, a comprehensive creation and management platform that offers tools for filming, editing, uploading, and analyzing content. Available to users 18 and older, TikTok Studio simplifies content workflow and enhances operational efficiency with features like auto captions and photo editing. It replaces the existing Creator tools and Creator Center webapp, offering deeper insights, growth opportunities, and monetization programs. Ensuring a safe and secure environment, TikTok Studio adheres to community guidelines and privacy settings. The beta app is now available on the Google Play Store for Android users in select regions, with broader availability coming soon.?
Instagram's in-stream Notes feature, particularly popular among young users, has prompted the platform to introduce several updates to enhance its utility. Instagram has added "Notes Prompts" for initiating conversations with templated queries, and now allows @ mentions in Notes for more direct interactions. Additionally, users can react to Notes with Likes, further driving engagement. These updates reflect Instagram's strategy to maintain its appeal to teen users, who are significantly more likely to create Notes.
?? Quick Tips
?? TikTok Adds Floating Player on Desktop To Facilitate Expanded Viewing
?? Pinterest Expands Inclusion Fund With Shopify Partnership?
??? Threads’ TweetDeck-Like Desktop Display Is Coming to All Users
?? Instagram Implements More Protection Measures for Teens
?? Snapchat Announces Voter Awareness Initiatives Ahead of EU Elections
??Influencer Spotlight?
Sarah Nicole Landry is living one of her biggest dreams. The Canadian influencer recently graced the Sports Illustrated Swimsuit runway during Miami Swim Week, joining a diverse group of content creators like Lele Pons, Jilly Anais, and Abbie Herbert. On Saturday evening, June 1, at Miami Beach's W South Beach hotel, they walked alongside 13 models, including Hunter McGrady, Camille Kostek, and Lauren Chan, showcasing stunning swimwear pieces and turning up the heat at this iconic event.