Edition 61: Google Launches YouTube Creator Audience Targeting, Maybelline Revamps Jingle for TikTok, E.l.f. Cosmetics and Target Releases, & 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
?? Google Introduces YouTube Creator-Based Audience Targeting
?? Maybelline's Nostalgic Jingle Returns, Reinvented for TikTok
?? E.l.f. Cosmetics Releases “Get Ready With Music, The Album”
?? Target Announces "The Cuddle Collab" with Top Pet Influencers
?? Instagram Adds Broadcast Channel Replies
??? YouTube Shopping Affiliate Program Grows with Shopify Expansion
?? Top Stories
Google Ads has introduced a new feature that allows advertisers to create remarketing audiences based on viewers of specific YouTube creator videos, expanding targeting options beyond their own YouTube channels. This update enables advertisers to link YouTube creator videos to their Google Ads accounts, providing access to organic view metrics and the ability to create remarketing segments based on video views. By offering more precise targeting through creator content, this feature enhances advertisers' ability to reach broader and more relevant audiences, potentially improving campaign performance and audience engagement.
? Revved-up Campaigns
Maybelline New York has reintroduced its iconic “Maybe It’s Maybelline” tagline, updating it for the TikTok era to resonate with Gen Z consumers. Originally launched in 1991, the jingle has been modernized to capture the spirit of New York City and promote inclusivity and empowerment. The campaign, spearheaded by influencers like Gigi Hadid, Storm Reid, and Shay Mitchell, debuted on TikTok, reflecting the platform's growing influence in beauty marketing. The refreshed jingle is part of a broader effort to leverage nostalgia while appealing to a new generation.?
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E.l.f. Cosmetics is expanding into the entertainment space with the release of "Get Ready With Music, The Album," designed to accompany the popular Get Ready With Me (GRWM) videos on platforms like TikTok. This album, featuring tracks from artists such as Charlotte Rose Benjamin, Betty Who, and Meduulla, marks the first project from E.l.f.'s new entertainment division, E.l.f. Made, developed in collaboration with agency Madwell. The move aligns with E.l.f.'s strategy to deepen its connection with social media trends and further integrate its brand into the content creation ecosystem.?
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Target's latest collaboration, launching on Sept. 21, shifts from its typical high-fashion partnerships to focus on pet influencers with "The Cuddle Collab," an exclusive collection for pets. The initiative features six social media pet influencers, or "fur-fluencers," and spans over 180 items, including pet essentials and customizable accessories that can be matched with their owners. This playful campaign, led by Target's internal creative team, includes reality TV-style social content, national ads, and out-of-home placements, aiming to bring levity during divisive times. The collection highlights the growing influence of creator culture on brand marketing and is designed to appeal to the 70% of Target shoppers who own pets.
?? Platform Directions?
Instagram has introduced a new feature allowing Broadcast Channel creators to enable replies, permitting subscribers to add comments within the channel. While the main channel feed remains a one-way stream for updates from the channel admin, users can now engage in discussions by replying to specific messages within the Broadcast Channel. This update enhances interaction within Instagram DMs, reflecting the platform's strategy to increase user engagement in private messaging spaces.
YouTube is expanding its partnership with Shopify to onboard more brands into its YouTube Shopping affiliate program, offering creators access to thousands of new brands to tag in their videos. This expansion allows all eligible Shopify Plus and Advanced merchants in the U.S. to join the program, helping creators earn money while promoting products and giving brands another way to reach customers. The move comes as YouTube steps up its e-commerce efforts to compete with TikTok, which is aggressively growing its TikTok Shop business. YouTube also introduced a new Chrome extension to streamline product tagging for creators, highlighting its focus on driving revenue through e-commerce amid slowing digital ad growth.
?? Quick Tips
??Influencer Spotlight?
Snapchat is a key platform for reaching Gen Z and Millennials, engaging 90% of 13-24 year olds and 75% of 13-34 year olds in over 25 countries. Its Snap Stars, creators offering content across beauty, fashion, recipes, and fitness, make it essential for brands targeting these demographics. In this blog, we spotlight 10 must-follow Snapchat influencers driving engagement with their dynamic content.
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