TikTok Takes Over Search

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Welcome to today’s edition of Marketing Scroll, bringing you the latest marketing & retail stories in 60-word value bombs.

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SOCIAL MEDIA

🔍 TikTok Becomes The New Search Engine for Gen Z and Millennials

Over 40% of Americans, especially Gen Z and millennials, now use TikTok as a search engine, favoring it for recipes, music, and DIY tips. Businesses are capitalizing on this trend, with 54% promoting on TikTok and allocating 15% of marketing budgets to the platform focusing on video tutorials, reviews, and influencer promotions. 

📊 Instagram Trials 'Creator Insights' for Brand Performance Analysis

Instagram is testing a new "Creator Insights" feature, providing a 30-day performance overview on creators' profiles allowing brand accounts to view metrics like follower growth, accounts reached, and accounts engaged. By sharing this data, creators can facilitate brand partnerships.  

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ECOMMERCE

🛍️ Google Simplifies Product Listings with Website Crawl

Google is simplifying product listings for merchants by using automated "website crawl" feeds in Merchant Center leveraging structured data markup to extract product information such as titles, prices, availability, and images from merchant websites and reducing the need for manual updates, ensuring listings remain current despite changes in inventory or pricing. 

PERFORMANCE MARKETING

🎨 Spotify Unveils In-House Creative Agency for Custom Marketing

Spotify introduces its inaugural in-house marketing agency, Creative Lab, aimed at bolstering its advertising capabilities. The agency focuses on generating revenue through tailored audio, video, and AI-driven brand campaigns, emphasising on its personalized ad creation and enhances in-app video experiences and interactive ad formats, targeting its vast user base of 388 million free users.

OUTLOOK

🌈 Consumers Want Brands to Support LGBTQ+ Rights

Consumers want brands to support the LGBTQ+ community beyond Pride Month, with 39% positively influenced by Pride participation, and 80% of LGBTQ+ consumers feeling the same. Despite boycotts from far-right extremists, retracting support can be equally damaging. 73% of LGBTQ+ consumers purchase Pride-themed products, and 88% believe in year-round support. 

BRAIN TEASER

You walk into a room with a match, a kerosene lamp, a candle, and a fireplace. Which do you light first?

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Here’s what Friday’s teaser was:

What two words, added together, contain the most letters?

The answer is: Post Office

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