The Remedy | February 8th

CM Rx: Last week UMG removed all their music from TikTok. The aftermath was incredibly bleak – countless amounts of creators and even brands lost sounds on their viral videos. Some accounts like Jarred Jermaine's, whose content heavily relies on music, lost almost if not all of its sounds, which has severely?impacted his account.?

We're not ignoring the rights to music and all of that, but audio has been linked to TikTok since its birth. This breakup between UMG and TikTok is doing more harm than good. I don't foresee this being the end of TikTok by any means, but I feel, just like history has shown, that creators, artists, etc. will prevail. I also feel that UMG will realize just how much discovery is tied to TikTok. What are your thoughts? Do you think this was the right move for UMG?

Your Weekly Dosage*

*may contain viral side effects ??

• Instagram is working on a feature that allows users to create recaps from their archives
• Bluesky is ready to open up
• X is experimenting with new options to sort post replies
• TikTok is prompting users to add the search page to their home screen
• Instagram tests new option to preview feed post placement before publishing
• X?makes its vertical video feed ads available to all advertisers
• YouTube built a Twitch-y new shelf to show off creators' best clips

Brands?and their twist?on Taylor's new album???

• Dairy Queen?but make it a BLIZZARD???
• Olive Garden?but make it pasta ??
• Stouffer's?but make it comfort food ??
• RITZ Crackers?but make it about snacking???
• Walmart?but it's every department. ??

?? Spotlight ??

I am someone who appreciates?the activations you never see coming and that is exactly how I felt when I was served this Dyson TikTok yesterday. From what I've gathered Dyson teamed up with CBS to have their?360 Vis Nav clean up the mess left on the GRAMMY's?red carpet. Truly remarkable if you ask me. The color of the carpet is always talked about but never the clean up and I think Dyson did a fantastic job of jumping on this opportunity?while also showcasing their product?capabilities.?

The video CBS posted on Facebook is even better. The Dyson is turned on then immediately gets to work?vacuuming up jewels and glitter and dirt. Even a hashtag! At the very end you hear applause and see flashing lights – the Dyson is finally getting its night in the spotlight. ?

If we can take anything away from this it's?that unique activations like this one, that truly make sense for the product, are some of the best. They're fun and get people talking. Another thing to note is catering the content per platform. I really loved how Dyson and CBS utilized both Facebook and TikTok for this activation. Bravo!?

The Remedy is crafted and curated by Lafayette American's Senior Social Strategist, Caite Marchione. ????