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Instagram Outperforms TikTok
🤳10th May 2024 | X introduces AI ad audience creation, TikTok introduces AI labels, and more!
Hey there scroller 🤳
Welcome to today’s edition of Marketing Scroll, bringing you the latest marketing & retail stories in 60-word value bombs.
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OUTLOOK
📊 Instagram Outperforms TikTok in Video User Acquisition: Survey
Instagram emerges as the preferred platform for video-based user acquisition, with 79% of marketers allocating at least 75% of their budget to the platform compared to a mere 25% for TikTok. This preference is fueled by Instagram's effective use of user-generated content and influencer marketing. 56% of marketers utilized influencers for acquisition in 2023, with 44% planning increased investments in content creators this year.
📈 Adobe's 2024 e-commerce spending surpasses $330 billion
According to recent figures from Adobe Analytics, e-commerce spending during the first four months of 2024 has seen a steady increase, totaling $331.6 billion, marking a 7% YoY growth compared to the same period in 2023. The upward trajectory is expected to continue, with projections indicating a potential surpassing of $500 billion in online spending for the first half of the year.
TOGETHER WITH NIFT
Nift transforms customer acquisition for DTC brands like yours by substituting traditional paid social and search ads with AI-matched ‘thank you’ gifts on partner platforms like Tripadvisor
Here’s how it works:
1️⃣ A customer completes an action, such as leaving a review for one of Nift’s partners, like Tripadvisor
2️⃣ Tripadvisor thanks them with a personalized ‘gift’ to try your brand
3️⃣ The customer shops your brand, gets hooked, and becomes a loyal customer
What you'll get:
💪 CPAs that rival those of Meta & Google
🎯100% trackable customer acquisition
📈 First-party data collection, allowing you to grow your database with customer names, emails, and opt-in permission to retarget
Join alongside member brands like HelloFresh, Liquid I.V., Blenders Eyewear, Thrive Causemetics & many more!
SEO
🔍 Google Search Results Without SGE Surge to 65%
Source - Search Engine Land
The number of Google searches without SGE results jumped from 25% to 65%, showing a big change in how people search. Google is likely refining its Opt-in results, where users request AI-generated answers. Notably, the space occupied by SGE has decreased from around 1200 pixels to under 1050 pixels.
AI
🔄 TikTok to Label Content Made by External AI Tools
Source - Social Media Today
TikTok introduces AI labels for externally generated content, marking videos modified by AI tools from other sources. In partnership with C2PA, TikTok attaches metadata to identify AI-generated content, offering users transparency on its origin and editing. TikTok is also introducing MediaWise to develop new generative AI media literacy campaigns, in order to help users understand and identify AI content.
PERFORMANCE MARKETING
🚀 X Introduces AI-Powered Ad Audience Creation for Advertisers
X introduces AI ad audience creation. Advertisers can easily describe desired audiences, such as "users who are leaders in technology," with X's AI matching system generating corresponding ad audiences and offering insights into top users within the generated audience, including their interests and locations.
BRAIN TEASER
What disappears as soon as you say its name?
Nailed it or stumped? Hit us with a reply and find the correct answer 🎯
Here’s what yesterday’s teaser was:
Until I am measured, I am not known. Yet you miss me, when I have flown. What am I?
The answer is: Time
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