Weekly Marketing News, 16th September 2022

TikTok clones BeReal, Instagram tests Reels topics, ditches Shop, and lets creators pitch themselves, consumers love Amazon ads, there’s a new wave of fashion critics, and you can now drip in Oatly. 

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Each week, Socially Powerful get together and share industry news and what is inspiring us from The World of Social Media, Advertising, Influencer Marketing, Gaming and more…

PLATFORM NEWS

1. TikTok launches BeReal clone

TikTok has launched its own BeReal clone, TikTok Now. Users of the new feature receive a notification, just as they do on BeReal, and are urged—with a not-so-catchy phrase of “Time to Now”—to take a 10 second video or static photo using the front and back camera. Instead of the usual 2-minute limit to complete the task, TikTok Now users have 3 minutes to share what they’re up to. (Via TechCrunch)

2. IG Creators can pitch themselves to brands

#Instagram is working on the ability to create a Media Kit ? pic.twitter.com/rYs6mCSS7t

— Alessandro Paluzzi (@alex193a) September 14, 2022

Instagram is currently testing a new Media Kit for creators, which will allow them to pitch themselves to brands for promotional partnerships. Creators are prompted to upload a bio, key analytics and audience stats, showcase their top posts, and show previous brand partnerships as examples. It’s a similar function to the Meta Creator Marketplace already available, but this Media Kit gives creators complete control over how they come across to brands. (Via Social Media Today)

3. Instagram tests topic tags for Reels

Instagram is testing out topics, which will help categorise Reels. Users can add topics to their Reels which should help them “reach people who share your interests.” The new feature may be an evolution of the Instagram hashtag, which was recently revealed to only be used as a context tool and not a way to increase reach. (Via Hootsuite)

4. Instagram redesigns Shop

Instagram is reportedly phasing out its Shop tab. The feature, which first appeared in 2020, will be replaced by a simpler and less personalised version of the existing shopping page. The changes are more directly tied to advertising revenue for Meta, and will make it easier for people to discover and shop products throughout the app from feed, stories, reels and innovations like live shopping and drops. (Via Inc)

5. Consumers love Amazon ads

The latest Media Reactions report by Kantar revealed that Amazon has replaced TikTok as consumers’ favorite ad environment. Ads on Amazon were cited as more relevant and useful than on other platforms, followed by TikTok, Spotify, Google, and Snapchat. (Via The Media Leader)

FASHION NEWS

6. The new Gen Z fashion critics   

The rise of social media has made once-exclusive fashion insights and events available to everyone. This access has led to a new wave of fashion commentators on TikTok. These commentators have created a new form of fashion journalism, and have learnt to be highly engaging to audiences from the get-go to ensure their videos are viewed. The new fashion critics present brands with an opportunity to target niche subcultures and styles within the fashion community. (Via Vogue Business)

7. Get your Oatly drip

Beverage brand Oatly has created nostalgic windbreakers as merch. The ‘Drip dry high’ campaign showcases the alternative milk brand’s merch: limited-edition vintage rain jackets that 10 artists revamped with pro-planet, pro-plant-based designs. The jackets, available for purchase from September 12, have been created via ReRuns, Oatly’s program that upcycles vintage garments into one-of-a-kind pieces. All proceeds of the program go to the Lower East Side Girls Club. (Via The Drum)

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