The "new" third-party cookie ??

Hey there,

June already? Hopefully business is heating up and you're staying cool! ??

In this month's marketing newsletter I'm covering:

1. How marketers can still win in a world without cookies ??
2. What Instagram's newest features mean for brands ??
3. How TikTokers are redefining what "influence" means ???
4. Viral TikTok creator of the month ?

- Kristen Wiley (CEO of?Statusphere)

1. Why Creators Are Key to the Cookie-Less Future ??

Photo credit:?Apple

We need to talk about cookies.?

(And not the chocolate chip variety, sadly!)

Fact: the decline of third-party cookies was?the top challenge for marketers?last year.

With Google's plan to?phase out third-party trackers?by late 2023, a cookie-less future is becoming a matter of "when," and not "if."

So, "what's next" for brands? Everyone from?marketers?to Facebook is saying?creator campaigns are the solution.

Here's why creators will matter so much when third-party data is scarce:

• Creators can gather first-party data themselves.?From analytics to affiliate codes, creators can report invaluable info to brands. This includes engagement rates, point-of-sale data and more.
• Creators offer built-in targeting.?Less third-party data means finding creative ways to reach your audience. Creators (particularly the power-middle kind) often post content within a niche, resulting in niche followers whose interests align with their own.
• Creator content works across your entire marketing funnel.?This applies to ads, emails and content marketing campaigns.?

If you're still nervous over the cookie-less future, don't panic! Trust us: there are plenty of marketers in your shoes.

In fact, a?new survey of Fortune 500 marketers?highlights how the world's biggest brands plan to act.?Enriching first-party data?and?more?account-based marketing?were two top tactics.

In terms of "what else" marketers should do moving forward, here's our advice:

• Focus on first-party data that you actually own.?Start with your opt-ins, and existing customers (AKA people that already trust you). Questions, quizzes and creator data are so important here.
• Transition from traditional ads to creator ads.?Creator white-labeling (like TikTok's?Spark Ads) is all the rage right now. These campaigns take creator posts and transform them into ads.
• Incorporate creators across your funnel.?Emails. Product Pages. Ads. You name it, creators can boost performance there.

The cookie-less future doesn't have to be all gloom and doom!?

If anything, this is a prime opportunity to future-proof your marketing campaigns. The sooner you start planning, the better.

2. Have You Investigated Instagram's Latest Features? ????

Instagram is rolling out features faster than most brands can keep up with them.

Worried that an Insta update flew under your radar? We've got you covered!

Here's a quick rundown of what brands should keep an eye on:

• Product tagging for all?(see below).?No longer exclusive to influencers and brands, everyday creators can now add clickable tags to the products in their content.
• Longer Reels, more editing options. Last week, Instagram rolled out 90-second Reels, added Stickers to Reels and introduced new audio options like sound effects and imported audio.
• The platform is testing a full-screen home feed. Another example of Instagram taking a page out of TikTok's playbook.
• Video reactions for Reels are likely coming soon. As predicted, the big social networks are catching onto features that are blowing up on new platforms like?BeReal?(which we covered last month).

Photo?credit:?TechCrunch

Whew! Our thoughts?

We're eager to see how smaller accounts flex their creativity with fresh tagging features and new creative options for Reels!

Universal product tagging is a big win for up-and-coming brands that haven't seen much tagging traction in the past. It could also be a key driver of community commerce on Instagram.?

As far as the new Reels features go, Instagram has said in the past that it will be prioritizing video content and these updates remind us of another video app we love so much (*cough*?TikTok).

If you've been looking for a sign to get your Reels strategy in order, these updates, combined with the revelation that?20% of all Instagram activity?is spent watching Reels, is it.??

The?latest Instagram algorithm?can't seem to get enough of 'em.

3. New TikTok Report Redefines Role of "Influencer" ??

We're no strangers to how people perceive the term "influencer."?

(I even wrote?an entire blog post?about how the term has lost its meaning)

TikTok just dropped a new report detailing how everyday creators have replaced traditional "influencers." Below are a few highlights:

• 67% of TikTok viewers say the message of Creator videos is?relatable, credible and “real”
• Creators have built an environment where?everyone is encouraged to step into the "influencer" role, no special skills required
• Compared to influencers on competitor platforms, TikTok creators are more likely to be seen as "witty, friendly, happy and kind”

Source:?TikTok

You can read the full report?here.

TikTok's observations align with pretty much everything we've seen here at Statusphere. The pristine, squeaky clean "influencer" is becoming less effective as consumers crave authenticity. We find that getting "real" goes hand in hand with awesome creator content.

4. TikToker Helps Miracle Makeup Product Go #Viral??

TikTok creator Bry (@_bry_mari) earned?over 688K views and 95K likes?on her video hyping up a beauty product that would "survive a zombie apocalypse."

Source:?@_bry_mar

Bry was so blown away by Makeup Revolution's setting spray that she felt compelled to film a TikTok in the middle of the night.

In the video, Bry runs down?everything?she did over the course of 16+ hours that?should?have caused her makeup to run:

"I danced. I cried. I ate. I drank. I went on the trolley in the heat and humidity ... I sweat so bad that I dripped my fake tan off of my skin."?

But her setting spray didn't let up.

Needless to say, most of her comment section was scrambling to snag some setting spray for themselves. In fact, a few people even said her video should be an ad.?

Bry's amazement and delivery kept us hanging on her every word. You can watch the full video?here.

Source:?@_bry_mar

Why we ?? this :

• She's authentic and off-the-cuff.?This video?feels?like it was filmed on a whim and that's what makes it so effective.
• This is how storytelling sells a product.?Bry's description of how her makeup survived a whirlwind day is obviously entertaining. That said, this video also communicates the strengths of the product in a way that's unique to her. Every creator has their own story, perspective and style.?
• It's super simple and stripped down.?This TikTok is a prime example of "Show, don't tell." Did you notice that Bry never actually shows the product or its packaging? This video keeps things simple and works brilliantly because of it. Remember: effective creator content doesn't have to be a big production.

Pop Quiz: How Well Do You Know the Latest Influencer Marketing Trends? ?? ??

Want to catch up on the latest influencer marketing campaign strategies and best practices for 2022??

Our next webinar is a crash course on the influencer trends you need to know to make your campaigns pop.

Reserve a seat to learn:?

• Creative ways that brands in beauty, food and beverage, lifestyle and more are working with influencers in 2022
• The trends and tactics that make sense for Reels versus TikTok, versus Instagram Stories, and more
• How to spot new trends and apply them to your brand's influencer campaigns

Seats are filling up fast! Reserve yours ?? RSVP

ICYMI?

Check out these resources from Statusphere that you might have missed:

• 33 TikTok Statistics to Share with Your Marketing Team ASAP
• How to Set a Smarter Influencer Marketing Budget in 2022
• Winning the Instagram Algorithm in 2022: What Brands Should Do
• The Benefits of Using TikTok for Business (and How to Get Started)
• 8 Underrated Ways to Increase AOV (Average Order Value) in Ecommerce
• 12 Examples of Brands Using Instagram Reels Fabulously

We'll be back next month with more tips to enhance your digital marketing strategy!

Best,?