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Breaking News

TikTok’s sister app Lemon8 is gaining traction in the U.S. despite security concerns over their parent ByteDance’s China ties

💡 Insight - Lemon8’s early yet immediate growth suggests that Chinese apps may have some power over American users. The app, described as a Pinterest/TikTok/Instagram hybrid, caters to attracting a young Gen Z audience not unlike TikTok. But unlike TikTok, the app allows users to upload still photos with an aesthetic similar to Pinterest’s board and pin system. Since its launch in March, Lemon8 has been installed 17 million times globally.

The app still primarily has a following in Southeast Asia, but if it follows its’ sister TikTok’s trajectory, it’s only a matter of time before it’s the new big thing.

Instagram adds new features to creator marketplace to make it easier for brand collaboration

💡 Insight - Instagram’s opening access to parts of its creator marketplace AI to make it easier for brands to discover and work with creators. They’re also expanding creator marketplace access to brand agencies. The new access will allow brands to easily reach creators in a priority inbox on the creator marketplace and allow brands to publish project briefs to the marketplace. Agencies will have access to filter creators by gender, age, number of followers, and interests among other demographics.

All this to say, creator & UGC marketing is here to stay and these tools will hopefully help more brands take the leap.

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Growth Stuff

New survey shows the secrets to creating a successful LinkedIn video ad

💡 Insight - Creative analytics company VidMob analyzed over 800M ad impressions from brands publishing video ad campaigns on LinkedIn in North America and the EMEA region. The analysis showed that brands saw:

• +149% lift in view through 25% when displaying messaging in the opening quarter of a video

• +54% lift in engagement rates with 7-15 sec video duration

• +102% lift in view through 25% with high text contrast

• +175% lift in view through 25% when showing a person in the opening quarter

TikTok shares tips on how to boost brand recognition by connecting with related and unrelated communities

💡 Insight - Community engagement is a concept that often gets deprioritized, but it’s the main driver behind most social networks like TikTok. The idea behind TikTok’s new brand guide is to help marketers align messaging with niche communities to establish relevant connections.

As an example of the power of communities, eBay conducted a sneaker campaign during March Madness which utilized voting stickers to connect with the sneakerhead community and saw 1.2M poll votes as well as a +54% comment rate.

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Brand Watch

FanDuel uses deepfake technology to bring basketball legend Charles Barkley back to his prime in their NBA playoff commercial

💡 Insight - We’ve heard a lot about how deepfakes are used for evil and deception… it’s about time we lean into how they can help spark creativity and take marketing to a new level. By casting Barkley, the commercial also pays homage to his reputation as a notorious gambler, connecting it authentically with sports betting app FanDuel. Let’s face it, betting apps are a wild business that deserve wild marketing to go with them.

Oscar Mayer launches limited-time wedding chapel in Las Vegas where couples can be wed in front of the iconic Wienermobile

💡 Insight - Speaking of wild… have you ever wanted to get eloped in front of a 27ft hot dog on wheels?? Can’t say I ever have, but this is one of the most elaborate, strange brand experiences I’ve ever seen. The 30 min ceremony already has a waitlist and includes a live wiener whistle quarter and a “wonderfully odd” wiener cake. You know it’s a pretty amazing brand stunt when it makes getting married by an Elvis impersonator look tame…

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