- DTC Creator
- Posts
- 2024 social trends: what's in, what's out...
2024 social trends: what's in, what's out...
PLUS: Affiliated chaos (Colleen Ballinger's cookie dough controversy)
Wishu
January 17, 2024
Hello 👋 Google is axing hundreds of ad-sales jobs in a restructuring move, driven by a shift from serving big clients to medium-level ones, automation efforts like Performance Max, and recent layoffs across different units, accompanied by a leadership change in the advertising division.
Affiliated chaos: Colleen Ballinger's cookie dough controversy
Grab your popcorn because the world of influencer marketing just got a little spicy! YouTuber Colleen Ballinger, known for her alter ego Miranda Sings, recently took a bite out of affiliate marketing, leaving a cookie dough brand in a sticky situation…
📹 The drama unfolds: Ballinger, no stranger to controversy, returned to social media after facing accusations last year. Despite losing some sponsorships, she's back in action on YouTube and TikTok. Here's the twist: she used YouTube's affiliate program to link to Sweet Loren's cookie dough in a vlog. It looked like a sponsored post, and fans weren't having it.
🍬 Sweet Loren's nightmare: Former fans, thinking Sweet Loren's had hired Ballinger, vented on TikTok, threatening to boycott the brand. But hold on — Sweet Loren's had no affiliation with Ballinger whatsoever. The cookie dough company was just as baffled as its fans. Lesson learned? Affiliate links can blur the line between organic and sponsored content.
🚦 Affiliate marketing dilemmas: Affiliate marketing, the Wild West of influencer deals, lets creators decide what to promote for a commission. Brands have little control, and here lies the rub. Sweet Loren's couldn't opt out of Walmart's affiliate program (where Ballinger's link led), and the brand was left to deal with the fallout.
🌐 Broader issues in influencer-brand dynamics: The saga reflects a broader challenge for brands — limited control over who talks about them on social media. In an era where anyone can be an unofficial spokesperson, brands are scrambling to manage creator relationships effectively.
🔥 The takeaway: Affiliate marketing is a double-edged sword. While it empowers creators, brands find themselves at the mercy of influencers' whims. As the digital landscape evolves, so does the need for brands to navigate the influencer jungle with savvy PR strategies.
Did you know that you can Identify the email addresses of your anonymous website traffic?
Rather than getting only 5% of your traffic via an opt-in form, a new AI Tool, Smart Recognition, lets you target and email most of your website traffic,growing your email list and revenue faster!
How can this help? 👇
Capture email addresses of up to 40% of your anonymous traffic.
Email irresistible offers to prospects browsing your site.
Send abandoned cart emails to people who don't complete checkout.
See how much anonymous traffic you can identify.
The year in ad tech promises an AI rise and data reckoning
The disappearing cookie, the rise of generative AI and virtual stunts: this year, advertising is getting an overhaul.
🍪 Cookie chronicles (a farewell saga): Tracking cookies are making their exit, challenged by privacy regulations like GDPR and California's Privacy Rights Act. With Google blocking third-party cookies on Chrome, brands are shifting to first-party and zero-party data, relying on loyalty programs and direct customer interactions.
🤖 Rise of generative AI: AI is the new superhero, transforming ad strategies. Nearly all execs are experimenting with generative AI, foreseeing its practical deployment. AI tools from giants like Google, Salesforce, and Microsoft are reshaping advertising landscapes, automating everything from banner content creation to personalised promotions.
🕶️ Virtual billboards & smart glasses: Digital ads are breaking free from screens! Smart glasses and mixed reality headsets are bringing digital content to the real world. Meta's smart glasses provide fashion advice, while brands explore AR experiences. The future? Outdoor ads offering personalised content through Apple Vision Pro and spatial computing.
💡 The big shift (AI and beyond): While the industry faces challenges like economic shifts and changing consumer preferences, advertisers are strategically investing in AI. It's not just a replacement for cookies; it's an enhancement, offering unique, proprietary data for nimble decision-making.
🌐 The road ahead (digital transformation): In this transformative journey, brands are redefining their approach to advertising. Whether through immersive AR experiences, AI-powered creativity, or strategic data utilization, the ad world is evolving.
2024 social trends unveiled
Social media consultant Rachel Karten, known for her work with brands like Cava, West Elm, and Bon Appétit, shares insights on the upcoming social trends and practices to avoid in 2024. Here's a breakdown of what's in and what's out according to Karten:
What's In?
Being relatable and funny — appropriately
Universal truths and relatable moments create connections with audiences.
Example: Duolingo joking about language-learning or the National Park Service joking about camping.
Treating TikTok like TV
Developing a slate of characters and creating episodic content.
Brands should ensure fair compensation for new characters.
Example: NPR's Planet Money or the Washington Post.
Unexpected influencer deals
Encouraging brands to be an influencer's first deal for more authenticity.
Diversifying from the same set of well-known influencers.
Strategic platform usage
Focusing on platforms that align with the target audience rather than joining every new platform.
Deep engagement on selected platforms over spreading efforts thin.
Simplicity is key
Embracing simplicity, as seen in campaigns like McDonald's Grimace.
Allowing audiences to take the lead in engagement.
Comments = Content
Anticipating the hiring of more community comment managers, especially for TikTok.
Utilizing comments as a discovery tool to reach a broader audience.
Private communities
Encouraging brands to bring communities to owned spaces, such as Geneva for brands or newsletters and chat communities for influencers.
Snapchat resurgence
Recognizing the significant Gen Z audience on Snapchat.
Possibility of brands returning to Snapchat.
What's Out?
Posting what you don't know
Consumer backlash against inappropriate content, emphasizing the importance of acting as a fan of the brand.
Taking inspiration from Lionsgate's strategy of posting fan edits.
Being buttoned-up on LinkedIn
Encouraging a more relaxed and engaging approach on LinkedIn.
Posting content that is silly, fun, and interactive.
Selling without entertaining
Anticipating a need for influencers to get more creative with sponsored posts due to increased ad saturation.
Exploring deals with comedians and skit creators for more engaging content.
One strategy across platforms
Advocating for platform-specific strategies to cater to diverse audience preferences.
Using TikTok for discovery and Instagram for loyalty.
FOOH done wrong
Discouraging brands from creating fake out-of-home content without proper execution.
Expressing a desire to see brands move away from surrealistic content.
X alternatives
Speculating that Twitter replacement platforms may not gain traction.
Expecting Twitter to remain relevant unless a mass-exodus event occurs.
AI as it currently stands
Expressing skepticism about the current relevance of AI in social media.
Prioritizing more immediate platform changes over AI trends.
Headlines…
India is blocking TikTok's owner from offering music streaming as the company looks to build a Spotify competitor.
Gaming ads outperform other media on attention but struggle with brand recall, Dentsu study finds.
MrBeast uploaded a video to X on Monday to “test” X’s revenue share, which creators have criticized as opaque.
SuperOrdinary, an influencer marketing firm that also owns fan membership platform Fanfix, has announced partnerships with a host of brands to help them operate TikTok shops.
Facebook and Instagram ran content sexualizing minors next to corporate ads, lawsuit says.
Sensual Calvin Klein ad banned by regulators in the U.K..
Reading list…