Weekly Marketing News, 17th February 2023

What’s this?

YouTube switches up its influencer program, Instagram cuts Live shopping, is this the end of TikTok?, social media beats the Super Bowl, and what are consumers up to in 2023?

PLATFORM NEWS

1. YouTube switches up its influencer marketing program

YouTube is switching up its influencer marketing platform, and moving towards a self-service model as opposed to the hands-on program it previously used. BrandConnect functions as an in-house influencer marketing tool that matches brands with creators for paid campaigns. (Via Business Insider)

2. Instagram prioritises ads over shopping

Meta has decided to remove the livestream shopping capabilities from Instagram Live. From March 16th Instagram users will no longer be able to tag products while livestreaming. This change highlights the struggle the U.S. market has had in making livestream shopping successful. (Via TechCrunch)

3. Are we seeing the downfall of TikTok?

TikTok could be risking falling out of popularity with users because of greed. In a process Wired calls enshittification, TikTok was good to their users, then focused on a good experience for businesses, and finally focused on figuring out how they could profit the most from others’ success. (Via Wired)

4. Social media vs. the Super Bowl

Super Bowl ads have been the flashiest ads for years, but this year they were dethroned by social media ads. The Super Bowl LVII boasted 113 million live viewers, but the hashtag #SuperBowlLVII on TikTok alone collected 225 million views, more than double the game’s live viewership. (Via Marketing Dive)

Consumer Trends

5. GWI’s consumer trend predictions for 2023

GWI hosted a webinar with its predictions for consumer trends this year. Key trends to consider include community and identity within the metaverse, how social media users will be using social platforms to search for products, and how brands should approach equality online. (Via GWI)

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