?? Super Bowl Buzz + TikTok Drama + Marketing Wins ??

Good morning everyone!

Whether you're starting the week with a sore head after celebrating or commiserating or you stayed well away from it all, we're here for you!

We're now well into February, the month of love, which seems appropriate as Shopify declared Weddings as their top performing sector for January. Perhaps all those engagements over the holiday season are starting to translate into serious shopping sprees!

Right, let's dive into the top stories for the week:

?? Snippets

Spending is Up, But TikTok's Future is Still Unsure?

Despite the ongoing drama surrounding TikTok's fate, marketers are still seeing strong value in advertising on the platform. TikTok remains a high priority for many, delivering impressive ROI and engagement.? This makes sense, as advertisers are keen to capitalize on the platform's current reach and influence. However, the uncertainty surrounding TikTok's future continues to loom large. With the Chinese government reportedly undecided about allowing a sale to go through, the app's long-term prospects remain unclear. This ongoing saga means marketers need to stay vigilant, closely monitoring their campaign performance and being ready to adapt their strategies should the situation change. ?? Being able to pivot will remain key. Unsure what to do please talk to us, we can help.

Everything NFL ??

This past weekend was all about the NFL and the Super Bowl, an event that triggers a massive surge in spending across various categories, from snacks and beverages? to apparel and even skincare. This year, the NFL deepened its relationship with YouTube, partnering with influencers like Kai Cenat and IShowSpeed for a Super Bowl pre-game show and creator spotlights.Clearly showing the growing importance they see in using social channels to gain traction with key demographics. While the industry headlines will undoubtedly focus on the winners of the Super Bowl ad showdown (with a starting price of $7 million for a 30-second spot, the stakes are high! ??), I'm more interested in who wins the "second screen." Which brands are capturing the attention of viewers scrolling through TikTok, Instagram, and YouTube during the game?? Who's creating that next "Oreo blackout moment" that sparks viral engagement??

Don't Be Put on Mute! ??

Recent research by StackedMarketer revealed a rather surprising finding: consumers are apparently more concerned about advertising than they are about security concerns. This is a wake-up call for marketers.? Does this mean we should abandon paid ads altogether? Of course not! But it does emphasize the need for targeted, high-quality ads that genuinely benefit consumers.? We all know the pitfalls of spammy and intrusive ads, and you're not falling into those traps. However, this research highlights the growing demand for sophistication and value in advertising. Consumers are becoming increasingly discerning, and they expect ads to be relevant, engaging, and non-disruptive.?

Finally...

I wanted to give a shout-out to the folks behind the new Cadbury Dairy Milk packaging in the UK and their "Made to Share" campaign. I may have picked up on it it because in my humble opinion it is one of the very best "break in case of emergency" snack options. But you have to admire the thought process behind this one!

Don't forget to join us on Friday's as we Go Live and discuss the latest stories

That's all for this week. Have a great week ahead! ??

Laura and the eStreamly team!