Monthly Social Updates, August 2024

Are you struggling to keep up with the ever-changing world of social media? From demure mobile network campaigns to soap operas dedicated to face cleansers, read on as we take a deep dive into the notable social updates throughout August that will get you up to speed in no time. 

Viral “demure” TikToker Jools Lebron gets first paid partnership

Now here’s an influencer marketing campaign that’s very demure, very cutesy. 

Kicking off our social updates for August is none other than Jools Lebron’s domination of the internet with the popularisation of the term demure. And it seems it’s not only social media users who want in. Verizon beat everyone to the post by becoming the first major brand to partner with the TikTok sensation in its latest addition to a string of recently re-branded content. The #VerizonPartner leverages the tone of her signature saying to promote the mobile company with “We don’t have a crunchy phone. We don’t do a cracked screen. I’m not typing on my phone and getting cuts on my fingers. That’s why I partner with Verizon. She keeps it elegant. She keeps it cutesy. She keeps it classy. She does red. She doesn’t do hot pink. She’s not crazy. She’s very demure”. 

Take a leaf out of Verizon’s books and hop on those influencer activations, STAT!

@joolieannie

#VerizonPartner divas trade in your crusty old phone for a shiny new one with @Verizon link in bio

♬ original sound – Jools Lebron

Snapchat+ reaches a record 11 million paying subscribers 

Snapchat’s Q2 report is out and the results are jaw-dropping. 

The performance update reveals that its Snapchat+ subscription package has now reached 11 million paying subscribers, making it the most successful of the recent wave of social subscription offerings. 

So how has it seen success?

Snapchat has always been more connected with its user community than most apps, meaning it knows what its users want. This makes newly released AR features enticing, as they cater to the needs of the Snapchat+ subscriber base. 

Netflix and Google bring ‘shoppable integration’ to Emily In Paris 

Emily In Paris S4 is here, making our August social updates all the more exciting!

Netflix’s partnership with Google for this season leverages Google’s Lens technology to allow viewers to scan and shop for outfits seen on the show directly from their mobile devices. Promoted through integrated ads and shoppable pause ads on Netflix’s ad-supported plan, this initiative marks the first co-branded pause ad creative on the platform. 

The collaboration includes an in-person event in Los Angeles, where fans could explore and shop iconic show outfits using Google Lens. This tie-in reflects Netflix’s strategy to enhance viewer engagement and attract advertisers through innovative ad models, especially as its ad-supported tier experiences significant growth. By connecting popular content with advanced technology, Netflix aims to offer a more interactive and personalised experience for both viewers and brands.

TikTok reveals new Amazon deal to simplify in-app purchases

TikTok has partnered with Amazon to enable in-app purchases, allowing users to buy products directly from Amazon within the TikTok app. 

This integration, which links TikTok profiles to Amazon accounts, offers a seamless shopping experience with real-time pricing, Prime eligibility, and delivery estimates. However, concerns over data security, especially given TikTok’s perceived ties to the Chinese government, may make some U.S. users hesitant to connect their accounts. While social commerce is growing in Western markets, it lags behind China, where in-app shopping is more popular. TikTok continues to push for in-app commerce adoption, hoping to accelerate these trends despite slower-than-expected uptake in the West.

TikTok unveils its 2024 Holiday Marketing Playbook

TikTok’s 2024 Holidays For You Vertical Playbook is a game-changer for brands looking to dominate the holiday season. 

The guide reveals TikTok’s skyrocketing role in holiday planning, with over half of its users using the platform to prepare for and celebrate festivities. Brands are urged to kick off campaigns early, capitalising on a massive 190% surge in #holidayshopping content around Halloween. #

With holiday hashtags like #Christmas and #BlackFriday driving huge engagement, TikTok proves to be a cultural melting pot where diverse traditions thrive. The playbook also taps into the growing trend of self-gifting and outlines dynamic strategies like creator partnerships, live streams, and hashtag magic to supercharge brand engagement. TikTok’s exciting new content framework and strategic insights promise to make this holiday season one to remember for both brands and consumers.

@tiktokforbusiness

✨ Ready to shine this holiday season? Meet our #demure and #mindful TikTok Holiday Checklist – your ultimate guide to crafting campaigns that dazzle, delight, and deliver sales in Q4! 🎄💥 From good insights, high performing solutions, to the right measurement plan, hit the link in bio to learn more about making your holiday campaigns sparkle and helping TikTok shoppers sleigh their gift lists! 🚀 #HolidayMarketing #TikTokForBusiness #DigitalMarketing

♬ UNSTOPPABLE EVENING – finetune

TikTok takes nn US in new motion to oppose sell off bill

Our social updates would be incomplete without mentioning the latest US TikTok ban developments.

TikTok is vigorously opposing the U.S. Government’s efforts to force its sale, arguing in its latest legal filing that the proposed bill represents an unprecedented restriction on free speech. TikTok contends that the bill, which would effectively force it to sell off its U.S. operations, is based on unfounded perceptions of a security threat from its parent company ByteDance’s ties to China. 

TikTok argues that the government has not provided concrete evidence to support these claims, and is calling for the case to be dismissed or delayed. The company is hoping to push the deadline to 2026, potentially allowing a future Trump administration to overturn the ban. The outcome remains uncertain, as the government may invoke national security concerns to enforce the bill.

YouTube plans to merge short and long form videos into mega feed

YouTube is experimenting with promoting longer videos within its Shorts feed to maximize viewership across all content types. Despite the apparent contradiction, this strategy aims to leverage the immense popularity of Shorts, which generates 70 billion daily views, to boost engagement with long-form videos. YouTube’s experiment includes mixing long-form videos into the typically vertical, short-form Shorts feed, which may create an unusual viewing experience. 

Creators may also find that their long-form content viewed in this format is tracked as Shorts in YouTube Analytics, potentially adding to the confusion. However, YouTube is exploring ways to align its recommendations to increase overall viewership, possibly moving towards more full-screen, vertically-aligned content across the platform. How users and creators respond to this integration remains to be seen.

Instagram tests new, creator-focused Profile Cards

Instagram is testing new profile cards with selected creators, offering a visually appealing, flippable digital tool to highlight profiles and content. These cards feature a QR code for easy connection on one side and a profile overview, including bio, image, category, and business links, on the other. While QR codes have been available on Instagram since 2018, their usage remains limited due to low awareness and format changes over time. 

This new initiative follows Instagram’s recent push to reintroduce QR codes, including those for Broadcast Channels. Although the new profile cards are unlikely to revolutionise engagement, they provide an additional way for creators to promote their profiles. Currently, these cards are in limited testing, and users can access their IG QR code via the “Share profile” option.

X continues to show ads alongside harmful content

We don’t want to end our social updates on a sour note, but Elon must be stopped…

A report by the Center for Countering Digital Hate (CCDH) reveals that X continues to display ads alongside harmful content, specifically relating to misinformation and hate speech surrounding recent race riots in the UK. The report found that ads from major brands like GlaxoSmithKline and the British Medical Association appeared next to incendiary posts, some from users participating in X’s Creator Ad Revenue Share Program, effectively monetising divisive content. 

X has previously dismissed such claims, arguing that they don’t reflect typical user experiences. However, the CCDH’s findings suggest that X’s ad placement system may indeed link advertisements to harmful content, a concern for advertisers who are scaling back spending on the platform. Elon Musk’s own amplification of controversial figures exacerbates the issue, as he balances promoting “free speech” with the business consequences of such actions.

CeraVe gets melodramatic in a new campaign for its Hydrating Facial Cleanser

This month’s social updates ends with our favourite marketing campaign.

CeraVe is leveraging the classic soap opera format in its latest campaign to engage Gen Z consumers with humour while educating them about proper facial cleansing routines. The campaign features a video, directed by Milana Vayntrub, where Xochitl Gomez plays “Xochitl Cleansington,” a wealthy heiress who faints after discovering her family has resorted to using traditional soap and sleeping with makeup on due to their CeraVe cleanser being stolen by an evil twin dermatologist, portrayed by influencer Dr. Dustin Portela. 

The campaign, developed by 72andSunny, taps into research indicating many consumers use improper cleansing methods. By partnering with influencers like Gomez and Portela, CeraVe aims to emphasise the importance of dermatologist-recommended products. The brand has been gaining attention for its creative marketing, including a recent Grand Prix win for its “Michael CeraVe” Super Bowl ad. The campaign also includes a mobile tour with dermatologists offering advice, samples, and promotional items.

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to find industry insights, visit our influencer marketing and social media blogs.

@sociallypowerful