Edition 64: TikTok Launches Search Ad Campaigns, Taco Bell Teams Up with Omar Apollo, Levi's Partners With Beyoncé, 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
??? TikTok Launches Search Ad Campaigns
?? Taco Bell Teams Up With Omar Apollo for Hot Sauce Collaboration
?? Levi’s Partners With Beyoncé in Reiimagine Campaign
?? YouTube Will Now Allow Creators to Edit Out Rule-Breaking Elements in Videos
?? TikTok Expands Subscriptions for Creators
?? Pinterest Adds Collage Remix and Sharing Options
?? Top Stories
TikTok is launching Search Ads Campaign, a new advertising format that allows brands to connect with high-intent audiences at critical moments by appearing in TikTok’s search results. As users increasingly prefer video and social platforms for product research, this campaign type builds on the success of the Search Ads Toggle and enables advertisers to use keyword targeting to optimize ad placements. The Search Ads Campaign supports both Traffic and Web Conversion objectives, allowing brands to tailor their content for maximum engagement. By leveraging TikTok’s dynamic search behaviors, advertisers can effectively reach diverse audiences and enhance conversions—resulting in a reported 20% increase in conversions when paired with In-Feed Ads.
? Revved-up Campaigns
Taco Bell is launching a new sauce packet called Disha Hot Sauce, inspired by musician Omar Apollo's family recipe. This sauce will be featured in a Disha Hot Discovery Box, along with popular menu items, and can be purchased a la carte. To celebrate the collaboration, Taco Bell and Apollo will also release a limited-edition liquid-infused vinyl of his latest album, “God Said No.” This partnership highlights Taco Bell's strategy to connect with younger consumers through pop culture, particularly music, while also enhancing its menu offerings. The Disha Hot Sauce, which has personal significance for Apollo, is part of Taco Bell's ongoing efforts to innovate and create meaningful experiences for its fans, as evidenced by their recent 5% increase in same-store sales.
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Levi’s has launched a new campaign titled "Reiimagine," featuring Beyoncé as the lead, which reinterprets iconic advertisements, starting with the classic 1985 “Launderette” ad. The campaign includes a variety of marketing channels, such as television, digital, social media, and exclusive products. This collaboration follows Beyoncé's mention of Levi's in her album “Cowboy Carter,” reinforcing the brand's cultural relevance and commitment to women's empowerment in denim. The campaign aims to strengthen Levi’s position as the “definitive denim lifestyle brand” and celebrate the female perspective in fashion, reflecting its strategic focus on integrating pop culture to drive growth, particularly in its women's segment.?
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?? Platform Directions?
YouTube is testing a new feature that allows creators to edit out problematic elements of their content to avoid age restrictions or removals due to Community Guidelines violations. This update aims to give creators more control over maintaining monetization and keeping their content live on the platform. If a video is flagged, creators will have the option in YouTube Studio to edit the specific violations using a video editor, after which YouTube’s policy team will review the changes. This follows YouTube’s recent efforts to help creators address content issues more easily, including tools to pinpoint violations and updates to its copystrike system, making it easier for creators to stay within guidelines and maximize their channel growth.
TikTok is expanding its subscription feature to allow more creators to offer exclusive content and perks to their most engaged followers for a monthly fee. Initially launched in 2022 for Live creators, the subscription model is now being extended to non-Live creators, offering three customizable pricing tiers. Creators can provide private communication channels, exclusive content, unique community identifiers, and customized perks to enhance engagement. To access this feature, creators must be 18 or older, have at least 10K followers, and 100K video views in the past month. The expansion aims to strengthen creator-follower connections and provide additional revenue opportunities, as TikTok seeks to enhance monetization options for short-form video creators.
Pinterest is expanding its in-app collage tools with two new features: “Collage Remixing” and “Collage Sharing.” Building on the success of its "Shuffles" app, Pinterest’s collage creation allows users to cut out objects from Pins and combine them into interactive images. Collage Remixing enables users to collaborate by editing or building upon existing collages, adding a new layer of creative interaction. Collage Sharing allows users to download their collages as videos, which can be shared on other platforms, complete with Pinterest watermarks to drive traffic back to the original. These updates are designed to boost engagement, especially among Gen Z users.
?? Quick Tips
??Influencer Spotlight
B2B influencer marketing is rapidly gaining momentum, transforming the way companies connect with professional audiences. Take a look at our latest blog post to discover eight influential B2B creators driving impact across industries.