Instagram Unveils ‘Creators of Tomorrow,’ Urban Outfitters Launches 'Happy LOLidays,' Maybelline Updates Jingle For TikTok, 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
?? Instagram Unveils Annual ‘Creators of Tomorrow’
??? Most Consumers Plan to Shop Online this Holiday Season
?? Urban Outfitters Launches 'Happy LOLidays' Featuring TikTok Star Lubalin
?? Maybelline Updates Jingle For TikTok
?? Megan Thee Stallion Stars in True Religion's Holiday Campaign
? YouTube Adds Poll Stickers for Shorts, Ad Category Blocking for Channels
?? TikTok Establishes New Deal with UnitedMasters To Promote Independent Musicians
?? Top Stories
Instagram Unveils Annual ‘Creators of Tomorrow’?
Instagram has unveiled its annual "Creators of Tomorrow" list, spotlighting 25 emerging creators across five categories who are shaping cultural trends on the platform. The categories for 2024 include "The Creator’s Inspo" for highly creative users, "AI Accelerators" for those leveraging AI tools, "IG Besties" for relatable creators, "DM-Worthy Icons" for shareable content stars, and "The Vibe Curators" who evoke strong emotional responses. Instagram plans to collaborate with these creators throughout the year to support their growth and increase their visibility.?
Most Consumers Plan to Shop Online this Holiday Season
According to a recent Bain & Company survey, 76% of U.S. consumers plan to make at least half of their holiday purchases online, though 31% report limited budgets for non-essential items this season—a decrease from 39% last year. While 23% of U.S. shoppers have already purchased from international platforms like Shein or Temu, only 19% plan to use them for holiday shopping. Many U.S. shoppers will begin holiday purchases in November, with 55% planning to shop then. Complementing Bain’s insights, Experian’s survey indicates that 47% of consumers will visit brick-and-mortar stores, with baby boomers and Gen X leading this trend. Retail sales are projected to rise, especially during Black Friday and Cyber Monday, which are expected to reach a record $75 billion—a 5% increase from last year. Despite the popularity of international apps like Temu, trust issues remain, as only 6% of shoppers trust it compared to Amazon’s 86%, although nearly half have made a purchase on Temu in the past year.
? Revved-up Campaigns
Urban Outfitters Launches 'Happy LOLidays' Featuring TikTok Star Lubalin
Urban Outfitters launched its social-focused "Happy LOLidays" holiday campaign, featuring a first-ever brand jingle, "UO Carol," created with TikTok personality Lubalin. The campaign, aimed at promoting stress-free, affordable gifting, includes a dance challenge and is bolstered by "LOLiday Gift Guides" showcasing budget-friendly gift ideas. In-store and online experiences will transform into a “holiday playground,” integrating collectible characters and animated products like Kewpie and Fujifilm. The campaign caters to Urban Outfitters’ core demographic of 18-28-year-olds, infusing humor and trend-focused content to enhance engagement during the key Q4 sales period.
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领英推荐
Maybelline Updates Jingle For TikTok
Maybelline is updating its iconic 1991 jingle, "Maybe It's Maybelline," for the TikTok era while aiming to resonate across global markets and generations. Early results show promising engagement, with the jingle already garnering 26 million views on TikTok, where it was featured by influencer Meredith Duxbury. Maybelline's strategy reflects a broader trend within L’Oréal, as the parent company intensifies its focus on Gen Z through platforms like Pinterest, where searches for Maybelline have surged 32% year-over-year. This reimagining not only leverages nostalgia but also engages younger audiences with creative campaigns, such as Halloween-themed content that aligns with trending aesthetics.
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Megan Thee Stallion Stars in True Religion's Holiday Campaign
True Religion's holiday campaign, “Where Holiday Wishes Come True,” features Grammy-winning artist Megan Thee Stallion and rapper Hunxho, celebrating the brand's deep ties to hip-hop culture. The campaign spans in-store, online, out-of-home, and social platforms TikTok, Instagram, YouTube, and connected TV. Highlighting key items from True Religion’s holiday collection, the campaign aims to engage both loyal and new customers with behind-the-scenes content, social media takeovers, and collaborations with creators. In a purpose-driven twist, True Religion is partnering with Megan’s Pete & Thomas Foundation for a community gifting event, blending holiday cheer with social impact.
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?? Platform Directions?
YouTube Adds Poll Stickers for Shorts, Ad Category Blocking for Channels
YouTube has introduced several new features to enhance Shorts engagement and content control. It now offers a poll sticker for Shorts, allowing creators to add interactive polls directly to their videos, boosting viewer engagement. With Shorts generating 70 billion daily views, this feature provides a new way to tap into the format’s popularity. Additionally, YouTube updated its “Views” display, enabling a breakdown of views by content type, which helps creators focus on effective formats. The platform is also experimenting with gamified Super Chat goals, encouraging viewer participation through rewards. Finally, YouTube now allows ad category blocking at the channel level within YouTube Studio, giving creators more control over ad content.
TikTok Establishes New Deal with UnitedMasters To Promote Independent Musicians
UnitedMasters has entered a direct, multi-year partnership with TikTok to enhance opportunities for independent artists. This agreement grants TikTok access to UnitedMasters' extensive music catalog, allowing UnitedMasters' artists to benefit from TikTok's Commercial Music Library, which connects them with over 70 million brands on the platform. The collaboration underscores both companies' commitment to supporting independent musicians and harnesses TikTok’s influence to drive mainstream success. UnitedMasters has a track record of launching successful careers, securing partnerships with major brands, and fostering global music discovery through platforms like TikTok.
?? Quick Tips
??Influencer Spotlight?
Gap partnered with fashion and lifestyle influencer Julia Huynh in its first-ever creator product collaboration, ending Huynh’s yearlong search for the “hoodiest hoodie”—a perfect blend of loose fit, thick cotton, and an oversized hood. Over the past 30 days, Huynh has achieved a 4.4% engagement rate on TikTok, with her posts averaging over 370K views, showcasing the power of authentic influencer-led content in driving brand awareness.