Google Launches Frightgeist 2024, Instagram and TikTok Remain the Most Popular Social Apps Among Teens, Vince Staples x Coffee Mate, 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
?? Google Frightgeist 2024 Unveils Halloween Trends
?? Instagram and TikTok Remain the Most Popular Social Apps Among Teens
? Vince Staples and Coffee Mate Launch “Unbreak My Breakroom” Campaign
?? TikTok Introduces Next-Gen Advertising Solutions
?? Snapchat Debuts Ads in the Chat Tab
?? X Makes Changes to Creator Revenue Sharing
?? Creators Gain More Tools with YouTube’s Latest Shorts Update
?? Top Stories
Google has launched the latest edition of its "Frightgeist" Halloween search trends mini-site, providing insights into the top Halloween costume trends based on U.S. search activity. This year, characters from films like “Beetlejuice” and “Inside Out,” along with Australian breakdancer Raygun, are among the most popular costume choices. Frightgeist also features trends for kids' costumes, makeup, food, Halloween décor, party themes, and even pet costumes.. The site includes a state-by-state map for exploring regional costume preferences, offering valuable insights for Halloween promotions and helping users select costumes. Marketers and influencers can leverage these insights to tailor their content and campaigns, ensuring they align with current trends and resonate with their audience's interests.
According to Piper Sandler's latest research on teen social media usage, Instagram remains the most used app among U.S. teens, gaining 7 percentage points since the last survey, though TikTok is the most popular for entertainment. TikTok ranks second in overall usage, followed by Snapchat. Netflix leads daily video consumption, with YouTube close behind. Meanwhile, platforms like Pinterest and Facebook are seeing renewed interest, particularly with Facebook's AI-driven engagement among younger audiences.?
? Revved-up Campaigns
Coffee Mate launched the "Unbreak My Breakroom" campaign to transform outdated and neglected teacher lounges into coffee paradises, starting with George Washington Preparatory Senior High in Inglewood, California. The campaign, led by rapper and actor Vince Staples, highlights the stressful nature of teaching and the importance of break spaces. The initiative features dramatic renovations, including a Coffee Mate Iced Coffee fountain, creamer on tap, and a Nescafé coffee machine, creating an ideal respite for teachers. The campaign aligns with Coffee Mate's "For The Love Of Coffee" platform, celebrating coffee fanaticism while supporting everyday heroes. Content is rolling out across social channels like TikTok and YouTube.
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?? Platform Directions?
TikTok introduced new performance advertising solutions at Advertising Week to help brands achieve better business outcomes. These updates include Smart+, an automated tool that optimizes ad targeting, bidding, and creative, resulting in improved return on ad spend (ROAS) and lower costs. New retail solutions, like GMV Max, streamline campaign creation for TikTok Shop, boosting gross merchandise value for merchants. TikTok also launched Conversion Lift Studies to measure ad effectiveness beyond clicks, revealing a 25% average lift in conversions. Additionally, TikTok integrated Privacy-Enhancing Technologies (PETs) to offer secure insights while prioritizing data privacy. These innovations aim to maximize brand engagement and deliver measurable results on the platform.
Snapchat is introducing ads into its Chat tab for the first time as part of its effort to grow its ad business. The new "Sponsored Snaps," starting with a test featuring Disney, will deliver interactive, full-screen video ads directly to users' chat inboxes. These ads are designed to be distinct, with no push notifications, and will disappear if not opened. Users can interact with the ad by replying or using a call-to-action. This move aligns with Snap's broader strategy to attract more advertisers, especially SMBs, and improve ROI, as its Direct Response business grew 16% year-over-year.
X (formerly Twitter) has announced a major update to its Creator Revenue Sharing program, shifting payouts to be based on engagement from Premium users rather than ads in replies. Creators will now earn revenue directly from interactions with Premium subscribers, meaning the more Premium users engage with their content, the more they earn. As X Premium subscriptions grow, creators' payouts will also increase, providing a more direct and scalable way for creators to generate income.
YouTube has announced three new updates to its Shorts platform aimed at enhancing user engagement and creativity. First, YouTube is expanding its Shorts templates, allowing creators to remix multiple elements from existing videos, including audio timing and text, for easier content replication. Second, it's introducing song snippet notifications, alerting users when a full song is released after hearing a snippet in Shorts, offering musicians a new promotional tool. Lastly, YouTube is giving users more control over their feed by adding a toggle to reduce the frequency of Shorts in the Home feed, catering to those who feel overwhelmed by the format.
?? Quick Tips
??Influencer Spotlight
TikTok has become the go-to platform for discovering new trends, products, and influencers who shape the conversation. The hashtag #TikTokMadeMeBuyIt alone has driven significant beauty product sales, contributing to a $31.7 billion surge in beauty sales in the U.S. in 2023, with a remarkable 15% growth in prestige makeup. With millions of engaged users, beauty influencers on TikTok have the power to drive brand visibility, inspire product discovery, and convert followers into loyal customers. Take a look at our latest blog to discover 10 TikTok beauty influencers who are setting the tone in the beauty space and delivering measurable impact.