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Surviving the Greatest Marketing Pranks of April Fools’ 2026

Fri, 03 Apr 2026 15:33:58 GMT

April Fools’ Day is the digital marketing world’s annual permission slip to be a little bit unhinged. It’s the one day a year where the "corporate mask" slips, and brands compete to see who can generate the most "Wait... is this real?" comments. While most of these items will never see the light of a retail shelf, they serve as a fascinating look at brand personality and the power of a well-timed joke.

We’ve rounded up the 2026 stunts that had us hitting "Share".

Chaotic Crossovers

The trend this year? Partnership pandemonium. Brands didn't just prank us; they teamed up to create fever-dream products that felt just plausible enough to be terrifying.

These campaigns succeed by treating marketing as entertainment, turning a product launch into a viral "moment" that allow brands to reach entirely new (and completely unexpected) audiences.

From cocktail-insprired haircare to savory beverages, here are the stunts that had us doing a double-take this week:

Heinz x PerfectTed: Matcha Mayo

Combining the creamy tang of Heinz mayonnaise with the earthy bitterness of PerfectTed matcha, this "green gloop" was the collab nobody asked for but everyone talked about.

Pop-Tarts x Red Lobster: Cheddar Bay Toaster Pastries

Imagine a flaky Pop-Tart crust, but it’s a Red Lobster Cheddar Bay Biscuit stuffed with savory cheese. We aren't going to lie—half the comment section was actually ready to buy this.

Goldfish x Olive & June: Iridescent Pink Goldfish

The snack that smiles back got a glow-up. Borrowing the high-shine finish of Olive & June’s "Pink Goldfish" polish, this tease of a shimmering, iridescent cracker was the ultimate bait for aesthetic-obsessed snackers.

GoodWipes x Olipop: Peaches & Cream Flushable Wipes

Probiotic soda meets... personal hygiene? These two teamed up for a "Peaches & Cream" scented flushable wipe that had fans begging for a real release.

Batiste x Mezzetta: The Briny Refresh

Batiste took a savory turn by "partnering" with Mezzetta for a dirty martini-scented dry shampoo. Perfect for masking 5 PM grease with the sophisticated scent of a salty pimento olive.

Spindrift x Chomps: Sparkling Water and Meat Straw

This fizzy, beefy mystery left us wondering whether we should drink through it or chew on it. By turning a grass-fed beef stick into a functional straw for your sparkling water, this prank perfectly parodies our cultural obsession with high-protein everything.

"New" Product Reveals

Innovation is a strong word, but it’s the only one we’ve got. These brands took their fan-favorite products and gave them a twist that ranged from "actually kind of genius" to "I need to wash my eyes out."

The goal? To occupy that weird, blurry space between "this has to be a joke" and "but what if I can actually add this to my cart?" Whether they were testing the waters for future R&D or just leaning into the chaos of internet subcultures, these reveals were a masterclass in scroll-stopping content.

Oreo Pickle-Flavored Fudge-Covered Cookies

Oreo is the undisputed king of limited-edition flavors, but they took things to a briny new level this year. They didn't just stop at a social media teaser; they actually leaned into the "pickle-everything" trend with a real, limited time only release of Pickle Oreos. These fudge-covered treats combined a salty, vinegar-infused crème kick with the classic chocolate wafer. Whether it was a culinary triumph or a prank-induced nightmare depends entirely on your commitment to the pickle lifestyle.

Aquaphor The Maximum Moisture Body Mask

In response to the internet's obsession with "slugging" (the practice of slathering your face in healing ointment before bed to lock in moisture), Aquaphor decided to take the trend to its logical (and slightly terrifying) conclusion. They "released" a single use full-body suit designed to "repair dry skin & restore soft, smooth, healthy-looking skin. Promoted as the ultimate overnight skin transformation, it promised to turn you into a human glazed donut. It’s not just a skincare routine; it’s a commitment to being entirely slippery for the next 48 hours.

Stewart’s Shops Skincare Line

Move over "farm-to-table," Stewart’s Shops pioneered the ultimate April Fools' gag with "farm-to-face." The regional favorite had fans double-taking with an announcement for a skincare line built on dairy aisle staples. The fictional collection featured products like Cow Milk Moisturizer and Cooling Ice Cream Eye Cream. While the link in their bio was just a playful trick, it was the perfect way to stay "Fresh and Local" while reminding everyone that some things—like ice cream—are best kept off your forehead.

Offers That Were Almost Too Good to be True

In the middle of the "Pickle Oreo" and "Mayonnaise Matcha" madness, some brands used April Fools’ Day to pull a double-bluff. While we’ve been conditioned to distrust every link we see on April 1st, a few companies used the day to reward their fans with real-world value—proving that sometimes the best prank is something that actually exists.

Dunkin’ took a meta approach to the holiday. While other brands were busy inventing impossible products, Dunkin' dropped a massive, legitimate offer for their Rewards members. Using the code "STILLNOTAJOKE" in the mobile app, fans could claim one of over one million free coffees. It was a brilliant play on the "is it real or is it fake?" anxiety of the day, rewarding those who were brave enough to try the coupon code despite the date.

Why Brands Love the Fool's Errand

These stunts allow brands to humanize themselves, leaning into the kind of self-deprecating humor and internet subcultures that normally wouldn't fit a standard ad campaign. It’s a low-risk way to "trend-jack" and test the waters. If a fake product gets enough genuine "I’d actually buy this" comments, don't be surprised to see it return as a real limited-time offer in six months.

More importantly, these moments build a unique kind of community. Whether we’re laughing with a brand or getting tricked by one, we’re engaging with them on a level that feels more like a shared inside joke and less like a cold transaction.

Ready to Spark Your Next Big Breakthrough?

If these April Fools' campaigns proved anything, it’s that a bit of wit and a lot of strategy go a long way. You don’t need a pickle-flavored cookie to get people talking—you just need the right team to help you tell your story and build a lasting presence.

Whether you’re looking to disrupt your industry with a bold campaign or simply want to cultivate a more authentic connection with your audience, SparkShoppe is here to help.

Connect with our team and let’s start brainstorming your next move!

To Prank or Not to Prank: The Digital Marketer’s April Fools Survival Guide

Fri, 27 Mar 2026 17:44:38 GMT

Ah, April 1st. The one day of the year when corporate social media accounts trade their professional tone for "controlled chaos." In the world of digital marketing, an April Fools' prank is like a high-stakes poker game: played well, you’re the talk of the town; played poorly, and you’re correcting a PR nightmare.

At SparkShoppe, we love a good laugh, but we love your brand reputation more. Let’s break down the pros and cons of the ultimate marketing wildcard.

The Pros: Why Brands Love the "Long Con"

When executed with precision, an April Fools' campaign transcends the punchline and becomes a high-velocity catalyst for brand engagement. Here are four ways brands successfully turn the punchline into a bottom-line win:

Engagement Drivers: A clever prank can bypass traditional ad fatigue. In 2025, campaigns like the Dyson Airbrow didn’t just get laughs; they dominated social feeds because they were absurd yet just believable enough to spark a "wait, is this real?" debate.
Humanizing the Brand: Humor makes your company feel approachable by showing you understand the "real world". IKEA Singapore mastered this in 2024 with the INVSBÅL Collection. By "launching" invisible laundry baskets and shoe racks (which were actually just photos of piles of clutter), they poked fun at the relatable, messy reality of everyday life. Instead of being a cold furniture giant, they became a brand that "gets" the chaos of home organization—using absurdism to foster a sense of community among their frustrated, clutter-fighting customers.

The "Anti-Prank" Pivot: Some brands, like Dunkin', have mastered the "positive surprise"—using the day of skepticism to offer real rewards ( like "ThisIsNotAJoke" promo codes ), building massive customer loyalty.
Product Testing in Disguise: American Eagle launched a fake "American Beagle" canine line that was so highly requested they turned it into a real collection to raise money for the ASPCA. If the "fake" product solves a real problem—like a portable snack holster or a niche flavor—it’s a goldmine for R&D.

The Cons: When the Punchline Punches Back

Not every joke lands, and in the digital age, a "failed" prank can live forever in screenshots. Watch out for these four pitfalls that can turn a joke into a PR crisis:

Trust Erosion: If you fool people too well, they might stop believing your real announcements. Volkswagen’s 2021 "Voltswagen" stunt backfired because it confused journalists and consumers right as the brand was trying to establish serious EV credibility.
Disrupting Functionality: The cardinal sin of pranking? Breaking your own product. Google’s infamous "Mic Drop" Gmail button caused users to accidentally send Minion GIFs in professional emails—costing some people sales and Google a lot of goodwill.
The "Cringe" Factor: If a prank feels forced or disconnected from your brand identity, it doesn’t just fall flat—it feels disingenuous. Relevance is the difference between a "classic moment" and a "mute button".
Market Sensitivity: Joking about finances, health, or legal issues is a one-way ticket to a large stock drop (just ask Tesla after their 2018 bankruptcy tweet ).

The SparkShoppe Verdict:

In 2026, the trend is moving away from "deception" and toward "absurdist entertainment." People don't want to be made to look like fools; they want to be in on the joke. To ensure your campaign lands as a "classic" rather than a "cautionary tale," follow this blueprint:

Finding the sweet spot between "hilarious" and "helpful" is where SparkShoppe shines. Whether you're looking to launch a viral April Fools' stunt that actually builds trust or you're ready to overhaul your year-round digital strategy with authentic, high-impact content, we're here to help you spark a real connection with your audience.

Don't leave your brand's reputation to chance, contact us today to start building a digital presence that’s no joke.

How to Score Big During Basketball Season Without Breaking the Bank

Mon, 23 Mar 2026 19:21:34 GMT

While the top dogs of the corporate world are busy dropping millions on primetime TV spots and elite NIL deals, small businesses are proving that you don't need a #1 seed budget to cut down the nets. In the digital marketing world, the competition is often won by the scrappy underdogs who know how to out-hustle the giants.

You don't need a national telecast to tap into the tournament’s electric energy; you just need a game plan that’s lean, local, and a little bit "mad." Here is how small businesses are pulling off their own marketing upsets this year by focusing on high-impact, low-cost engagement.

1. The "Product Bracket" (Zero-Cost Gamification)

If you can’t afford a national bracket sweepstakes, build one for your own inventory. Privy suggests creating a "this or that" bracket where customers vote on their favorite products.

How it works: A local coffee shop might pit "Caramel Macchiato" against "Oat Milk Latte."

The Win: Klaviyo points out that this is a goldmine for customer data. You aren't just getting engagement; you're learning exactly what your customers want to buy.

2. Micro-Influencers & Local Heroes

You don’t need a national superstar to make an impact.As noted by Forbes, working with local figures is an underrated way to build trust because they are "highly influential to that individual community" and much more affordable than big name players.

The Low-Cost Strategy: Ask a local figure to share their gameday essentials from your brand on your company’s social media pages. It builds community trust and costs a fraction of a pro athlete’s fee.

3. The "Bracket Buster" Special

The beauty of March Madness is that almost everyone’s bracket is ruined by the end of the first weekend. Small businesses are seeing massive success by leaning into the shared "pain" of a busted bracket.

Conversion Tip: Offer a "Bracket Buster" discount (e.g., 10% off for anyone who shows their losing bracket in-store). It turns a negative moment into a reason for purchase.

4. Short-Form Video

Forget the high-production commercials. Entrepreneur reminds us that "phone quality" video is actually performing better for small businesses because it feels more authentic.

The Strategy: Use TikTok or Reels to show your team’s reaction to a big upset or a "day in the life" during the tournament. It humanizes your brand, which Sprout Social notes is a key driver for modern consumer loyalty.

5. Compliance on a Budget: Mind Your Trademarks!

One mistake that can cost a small business a lot of money? Using the term "March Madness" in an ad as it’s a registered trademark of the NCAA.

The Pivot: Take a page from brands like Naturium, who used "Moisture Madness" to join the conversation without the legal headache. Using generic terms like "Tournament" or "Bracket" can help keep your marketing clean and legal.

The Final Score

Small business marketing during the tournament isn't about being the biggest player on the court—it’s about being the one the fans want to cheer for. By focusing on interactive social posts, local storytelling, and clever, low-risk promotions, you can score big without breaking the bank.

Don’t let your marketing strategy get sidelined while the competition takes the shot. Whether you need a full-court press on social media or a winning game plan for your brand, SparkShoppe is here to help take you to the championship.

Intercepting the Audience: The Rise of "Second Screen" Super Bowl Ads

Fri, 06 Feb 2026 17:55:58 GMT

If you’re reading this, you’re likely in the final stages of "Game Day Prep"—which, for most of us, involves triple-checking the buffalo chicken dip and ensuring the Wi-Fi can handle a house full of "second-screen" scrollers.

With the 'price of admission' for a 30-second broadcast spot now reaching $8 million , the conversation in the boardroom has shifted. Brands are no longer just asking if their ad will go viral; they’re asking how to capture the Super Bowl’s massive energy without liquidating their entire annual marketing budget before the first quarter ends.

As the digital marketing landscape shifts faster than a blitzing linebacker, here is the pre-game breakdown of how brands are rewriting the playbook for Sunday.

Chipotle’s "Real" Counter-Attack: Trolling the AI Hype

While some tech giants are leaning into the futuristic capabilities of artificial intelligence, Chipotle is taking a "real" stand. After a rocky 2025, the burrito giant is doubling down on its core value: transparency.

Instead of shelling out $8 million for a traditional TV spot, Chipotle is launching "The Chipotle Realest 30." The genius? They aren't buying airtime; they’re hijacking it. The brand announced that the moment an AI-generated commercial airs on TV between halftime and the start of the 3rd quarter, they will drop a code on Instagram Reels for $1 million in free food.

Chipotle is turning a competitor’s expensive TV ad into their organic lead-gen moment. By pivoting to social media to reward fans with "real food" the moment "fake AI" appears on screen, they capture the second-screen audience for a fraction of the broadcast price.

The Streaming Sideline Pass

If you’re watching the game on Peacock or via a streaming bundle, you might see a totally different set of ads than the cable crowd. Welcome to the era of streaming-exclusive spots. For emerging advertisers, the $8 million barrier to entry is a non-starter, but streaming platforms are offering a seat at the table with placements that are:

Targeted: Curating nursery essentials for the sleep-deprived new parents, while perfectly timing luxury cruise getaways for the "empty nesters" who finally have their weekends back.
Measurable: Unlike traditional TV, streaming provides real-time data on who actually watched the whole 30 seconds.
Interactive: Clickable calls-to-action (CTAs) that turn a viewer into a customer in a couple of taps.

The "mass audience" is fracturing. Smart brands are realizing that 10 million highly-targeted streaming views can be more valuable (and way more affordable) than 100 million "maybe-they’re-listening" broadcast views.

The Thirty Second Vacation from Reality

2026 is officially the Year of the Laugh. From Sabrina Carpenter’s Pringles debut to Peyton Manning and Post Malone’s wedding-themed Bud Light saga , brands are betting on wit to cut through the noise.

According to experts at CBS News, this shift is a direct response to a polarized climate. Advertisers want to be the "break" in the tension. If you can make a viewer chuckle during a high-stakes game, you’ve earned the most elusive prize in marketing: positive sentiment.

The Post Game Wrap Up

The 2026 Super Bowl has proven that the "Big Game" isn't just a TV event anymore—it’s a multi-screen, data-driven ecosystem. Whether it’s Chipotle using Instagram to troll AI or new brands using streaming to bypass the $8M gatekeepers, the message is clear: authenticity and agility win championships.

Want to make your brand the MVP of the digital space? That’s where we come in. Let’s secure that trophy— get in touch with our team today .

Beyond the Blue Link: Navigating ChatGPT’s New "Answer Economy"

Mon, 02 Feb 2026 15:31:09 GMT

We used to search for answers; now, the answers are coming to us. OpenAI is rewriting the rules of the road, and the new digital billboard is a lot more conversational than the last.

If you’ve been following the AI space lately, you know things are moving at a "blink and you’ll miss it" pace. But the latest update from OpenAI isn't just about a smarter model or a faster response—it’s about a fundamental shift in how we, as marketers, reach our audience.

OpenAI just announced the U.S. launch of ChatGPT Go, an $8/month middle tier , alongside big news: ads are officially coming to ChatGPT.

From Search Results to "Sponsored Suggestions"

For decades, digital marketing has lived in the "Search Economy." You type a keyword, and a search engine gives you a list of links. But we are officially entering the Answer Economy.

In this new world, users don't want a list; they want a solution. According to reports from the Associated Press , OpenAI is beginning these trials to subsidize free access while scaling their massive infrastructure costs.

Here’s the breakdown of how these ads will actually look:

Relevance Over History: In a major shift for digital privacy, OpenAI has stated that ads will be triggered by your current conversation rather than tracking your long-term browser history. As detailed in their official announcement , this means if you’re chatting about planning a dinner party, you might see a sponsored suggestion for authentic ingredients—not because of a cookie from last week, but because it’s helpful right now .
The "Anti-Pop-Up": These aren't flashy banners. In official previews shared by OpenAI, ads appear at the bottom of an answer in a clearly labeled "Sponsored" box, visually separated from the AI’s organic response. This ensures users always know where the objective advice ends and the advertisement begins.
Interactive Discovery: This is where it gets exciting for brands. Unlike a static link, these ads are designed to be interactive. OpenAI's official blog notes that soon, users may be able to ask the ad questions directly to help make a purchase decision without ever leaving the chat.

Why Marketers Should Care (A Lot)

For brands, the most important takeaway is OpenAI's commitment to leveling the playing field. As they noted in their announcement, AI tools allow small businesses and emerging brands to create high-quality experiences that help people discover options they might never have found otherwise. In the Answer Economy, being the most helpful solution matters more than having the biggest budget.

However, being an early adopter in this space won't come cheap. "OpenAI is reportedly asking a high price to advertise on ChatGPT, around $60 per 1,000 views, or triple what ads on Meta’s platform usually cost," as detailed by The Verge . This suggests that while the format is more helpful, OpenAI views this conversational real estate as premium inventory compared to other digital ad placements .

The Trust Check

We know what you’re thinking: "Is AI going to start lying to me just to sell me something?" OpenAI has been very vocal about their Ads Principles to keep the trust alive:

Fixed Boundaries for Answers: A major concern for marketers and users alike is "pay-to-play" bias. However, the current framework keeps the AI’s actual responses independent. Advertisers can’t buy their way into the AI’s primary answer; sponsored content is relegated to its own clearly marked section.
Data Silos: Privacy remains the biggest hurdle for AI adoption. To address this, OpenAI has stated that individual chat logs won't be handed over to brands. While ads are triggered by the current topic of conversation, advertisers only see high-level performance metrics, not who said what.
A Focus on Utility, Not "Doomscrolling": Most ad-driven platforms thrive on keeping you scrolling for as long as possible. OpenAI claims they aren't interested in that metric. The goal isn't to increase "time spent" in the app, but to ensure that if an ad does appear, it’s a relevant solution to the task at hand.
User Autonomy: Unlike platforms that make it impossible to escape tracking, the early word is that users will maintain significant control. This includes the ability to clear ad-specific data or opt out of personalized targeting altogether.

For years, we’ve been shouting into the void of search results, hoping our links were blue enough to get a click. Now, we have the chance to be part of a meaningful conversation. By prioritizing utility and trust, OpenAI is giving marketers a rare opportunity to move away from being "interruptions" and start being "solutions."

Want to see if your brand is ready for the "Answer Economy"? Let’s chat about how we can optimize your brand’s digital footprint to make sure AI assistants are recommending your brand.

Read This Before 2026: The Trends That Will Separate the Leaders from the Pack

Wed, 17 Dec 2025 20:08:00 GMT

As 2025 comes to an end, one shift is becoming unmistakably clear: marketing is no longer driven by platforms; it’s driven by behavior, and behavior is changing faster than ever. People want to feel smarter, more connected, more understood, and more inspired by the brands they allow into their lives.

2026 won’t simply reward innovation. It will reward brands that understand why consumers behave the way they do and how to create meaningful, human moments inside an AI-powered world.

At SparkShoppe, the next year will be one of the most transformative in a decade. Here are the six trends that will define it and how your brand can move confidently into the future.

1. AI Personalization Becomes the New Battleground

AI is no longer just a tool; it’s becoming the primary filter for how people experience content. In 2026, personalization will shift from broad targeting to behavior-driven prediction, not through invasive data collection but through the signals users intentionally provide to platforms.

Instead of relying on controversial inputs, companies are doubling down on first-party data. Email is becoming a significant new frontier of competition, with AI-powered segmentation now tailoring entire message flows based on purchase history, browsing behavior, engagement patterns, and declared interests. The same evolution is happening across social platforms and search, where personalization is increasingly shaped by how people interact with content rather than what happens in their private conversations.

Google continues to reward brands with structured content ecosystems and topic authority , while Meta is tuning its personalization to focus on meaningful engagement signals. The brands that will stand out are the ones that communicate intent clearly through consistent messaging, organized content, and a strong, authoritative presence.

2. “Search Everywhere” Redefines How Consumers Discover Brands

Search is no longer a single action; it’s happening across Google, TikTok, Instagram, Pinterest, YouTube, and AI assistants, often at the same time. Nearly 60% of Gen Z now uses TikTok as a primary search engine, while Pinterest search volume continues to surge for shopping inspiration. People compare results across platforms in seconds, pulling information from whichever channel feels most intuitive in the moment.

Picture a shopper researching your product: they might Google it first… then search TikTok for authentic reviews… check Instagram for UGC… and finally ask an AI assistant for side-by-side comparisons. Every platform plays a different role in the decision process.

This fluid, multi-platform search journey creates a new challenge: attribution becomes more fragmented and more complex to measure. As users bounce between channels, it becomes increasingly difficult to calculate true ROAS (Return On Ad Spend) or attribute a single touchpoint to the conversion. Brands will need stronger multipoint attribution models and far more consistent content to stay discoverable across every step of the journey.

3. Wearables + AR Turn Everyday Life Into Immersive Storytelling

2026 will mark the shift from traditional filming to hands-free, in-the-moment content creation. Meta Ray-Bans are normalizing POV storytelling, while Apple’s spatial computing advancements are making AR (Augmented Reality) interactions smoother, more intuitive, and more widely accessible.

Instead of pulling out a phone, creators and customers will capture and share experiences directly through their glasses. At the same time, AR is moving beyond social platforms and becoming a built-in part of the shopping journey. Pinterest reports that AR try-on increases purchase confidence by up to 80%, and brands are now bringing these tools directly onto their websites to help customers preview products in real time.

Content isn’t just being recorded differently; it’s being experienced differently, with AR becoming a new layer in how consumers discover, test, and evaluate products.

4. Social Commerce Finally Hits Its Breakthrough Moment

For years, social commerce was “the next big thing.” In 2026, it becomes the thing.

TikTok Shop surpassed $20B in GMV (Gross Merchandise Value), Meta continues to expand its integrated checkout, and AI-powered recommendations are shortening the path from discovery to purchase.

Consumers now expect to buy the moment inspiration strikes without switching apps, pages, or devices. A funny TikTok, a product demo, or a creator video can instantly convert a shopper. The brands winning in 2026 will be those who integrate commerce seamlessly into storytelling, not as a sales pitch but as part of the experience.

5. Video Evolves Into Adaptive, Multi-Format Storytelling

Video remains king, but the throne looks different every year. In 2026, the highest-performing brands won’t rely on one format. They’ll adapt to the moment.

A viewer may scroll past a 30-second video at lunch but watch a 3-minute how-to at night. They may engage with a carousel today, a live shopping stream tomorrow, and a quick POV clip on the weekend.

The future of video isn’t size, it’s structure. It’s understanding your audience’s attention in different mindsets and crafting stories that flex across formats.

6. Community Becomes the Ultimate Growth Engine

Algorithms shift constantly, but one truth remains: platforms reward content that sparks genuine conversation, not follower count. As social moves away from vanity metrics and toward real interaction, consumers are craving something deeper: connection, identity, and belonging.

Community-driven brands don’t just post content. They host experiences. They build rituals. They invite people into something that feels bigger than a product. Picture a weekly series viewers anticipate, live chats where customers show up for each other, or brand spaces where people feel represented and understood.

As platforms begin to phase out reliance on hashtags, discovery will increasingly come from engagement itself. In an AI-heavy world, community becomes your competitive edge, the human heartbeat technology can’t replicate.

Final Thoughts: 2026 Belongs to Brands Who Think Bigger

2026 won’t be shaped by the tools marketers use, but by the courage to reimagine how those tools bring people together. Brands that embrace AI ethically, build community intentionally, and create content that reflects real human behavior will lead the next era of digital marketing.

The future won’t wait, but you don’t need to navigate it alone. If your brand is ready to unlock what’s possible in 2026, SparkShoppe is prepared to build it with you.

What is a Tentpole Campaign? Your Guide to High-Impact Marketing Strategy

Fri, 12 Dec 2025 17:08:15 GMT

What is a tentpole campaign?

A tentpole campaign is a key marketing strategy that helps drive brand visibility and engagement. These types of campaigns revolve around leveraging a significant cultural event, holiday, or trend that has already garnered interest and audience attention. These events serve as the "tentpoles" that anchor the brand's entire marketing strategy for a specific period, providing a framework to generate massive awareness, engagement, and sales by "piggybacking" on existing consumer excitement.

So what is the goal?

Ultimately, tentpole campaigns help to cut through the everyday noise by aligning a brand message with a moment when their audience is already highly engaged and paying attention. These moments are often more “predictable” and recurring, specifically when they are themed around a major holiday or sporting event, as this allows for strategic planning.

Which industries utilize tentpole campaigns?

Virtually any industry can utilize a tentpole strategy, but they are most commonly and effectively deployed by sectors whose products or services are highly dependent on consumer sentiment, immediate purchase decisions, or large-scale awareness. Some examples of these types of industries would be Consumer Packaged Goods (CPGs), retail and e-commerce, entertainment (film, television, gaming), and automotive (dealerships).

Some examples of these types of industries would be Consumer Packaged Goods (CPGs), retail and e-commerce, entertainment (film, television, gaming), and automotive (dealerships).

Why does this strategy work?

Brands don’t have to fight to create the “buzz” as the event already does that for them and they’re tapping into existing, high-intent traffic. Additionally, if the brand is participating in a cultural moment, they create an emotional connection, making the campaign memorable and relatable. Lastly, the campaign offers a prime opportunity to showcase the brand creativity while aligning the brand with widely shared values and emotions.

Key Characteristics for CPG Companies

Leverages Built-in Buzz : Rather than trying to create buzz from scratch, CPG brands tap into the pre-existing excitement and emotional investment consumers have in events like the Super Bowl, Christmas, or the Olympics.
Integrated Approach : These campaigns employ a full-funnel, cross-platform media strategy, combining TV, social media, programmatic display, and retail media to reach consumers at various touchpoints.
Timed Execution : Activities are planned months in advance to align with the "buzz curve" (before, during, and after the event) and include pre-event content to build anticipation, real-time engagement during the event, and post-event follow-up.
High Visibility & Investment : Tentpole campaigns are often the most significant marketing pushes of the year, involving larger budgets and a high volume of creative content designed to break through a cluttered media environment.
Drives Tangible Results : The goal is to not only boost brand visibility and recall but also to drive a significant lift in sales, acquire new customers (new-to-brand), and foster long-term loyalty.

Our team has extensive experience translating brand objectives into high-impact shopper marketing strategies that activate consumers. We leverage this deep expertise to help brands develop fully integrated tentpole campaigns, ensuring that the mass awareness generated by the cultural moment, time period, or event is effectively converted into measurable sales lift through targeted retail and e-commerce activations. To learn more about how we can help your brand execute a high-impact tentpole campaign, please contact us today.

The Checkout Challenge: Why Your Digital Strategy Must Now Win the AI Agent

Fri, 12 Dec 2025 15:45:02 GMT

Forget the long, winding sales funnel. The entire trajectory from "I'm feeling hungry" to "My groceries are on the way" is being compressed into a single, seamless, conversational command.

Welcome to the era of Agentic Commerce, where the key decision-maker in the e-commerce aisle is increasingly a sophisticated artificial intelligence.

We're seeing major retail players like Albertsons launch advanced in-house AI agents that handle complex meal planning and shopping , while Instacart embeds a fully transactional app directly into platforms like ChatGPT. This strategic pivot redefines the customer experience, installing a sophisticated algorithm as the primary agent responsible for executing transactions.

If your brand’s digital strategy isn’t optimized to be seen, understood, and trusted by these AI gatekeepers, you risk being left off the shopping list. Let's dive into how the grocery giants are changing the game, and what your brand needs to do right now to thrive in the AI shopping revolution.

Phase 1: The Inside Game—Why Albertsons Built Its Own Autonomous Shopper

Traditional e-commerce is a high-effort game. You have to scroll through endless lists, cross-check ingredients, and repeat your standard order every week. Albertsons, one of the nation’s largest grocers, decided that was too much drudgery for their customers. Their solution? An agentic AI shopping assistant that lives right on their site and their other affiliated U.S. brands.

An agentic AI is far more than a simple chatbot; it's a sophisticated program designed to achieve goals autonomously. Instead of asking it for a recipe, you give it a complicated task like: "Plan a Christmas dinner for 10. Two guests have a nut allergy and one has a dairy allergy."

Albertsons’ agent doesn’t just spit out a list; it holds an "intelligent two-way conversation," finds suitable recipes, adds the calculated, precise ingredients to the cart, and even remembers those dietary constraints when you ask for dessert.

This is a masterclass in retaining customer loyalty and data. By keeping the agent within their own platform, Albertsons controls the entire experience. For retailers, building an owned agent creates a powerful new avenue for pushing high-margin products.

Phase 2: The Platform Play—Instacart Moves into ChatGPT

While Albertsons built an in-house system, Instacart chose collaboration, embedding their full, end-to-end shopping experience directly within ChatGPT.

This partnership is arguably the bigger shockwave for digital marketers. Instacart isn’t just using OpenAI’s models for better recommendations; they launched a full, transactional app that lets users go from conversational inspiration to purchase in one full swoop.

Consider a user starting a conversation in ChatGPT with the request: “I need a healthy meal plan for my toddler this week.” The AI, leveraging Instacart’s platform, can surface meal ideas and then prompt, “Would you like me to add the ingredients to your cart?” The user can then complete the secure payment using Instant Checkout without ever leaving the chat window.

This signals the evolution of the traditional e-commerce journey. The path from "intent" to "purchase" has accelerated, collapsing into a single, seamless conversation. Your brand’s digital storefront is no longer a website; it’s an AI platform. Brands must now compete for the attention of the agent, not the shopper, because the agent is now the gatekeeper to the purchase.

The $385 Billion Question: Is Your Brand AI-Ready?

This shift is enormous. Agentic shoppers are poised to capture between 10% and 20% of U.S. e-commerce spending by 2030, translating to up to $385 billion in sales, with the grocery and Consumer Packaged Goods (CPG) sectors leading the charge, according to Morgan Stanley Research.

So, how do you win when your target audience is an algorithm? You need a whole new playbook:

Stop Thinking SEO, Start Mastering GXO: Traditional Generative Engine Optimization (GEO) helps AI find your website. You now need Generative Experience Optimization (GXO). GXO is the strategic umbrella that focuses on optimizing your entire brand interaction within AI ecosystems. This means cleaning, structuring, and enriching your product catalog data so that the AI agents—which prioritize trust and accuracy—can easily understand, verify, and select your products. If your product metadata is vague, the agent will skip it.
Focus on Data Hygiene (It’s the New Ad Spend): AI agents, particularly those making dietary or allergen-based decisions, rely on impeccable SKU-level data (nutrition facts, ingredients, certifications). Investing in data standardization and cleanliness is now a non-negotiable step to ensuring AI agents trust and recommend your product.
Integrate Paid Media with Agent Logic: As AI platforms become commerce destinations, your advertising strategy must evolve. Promotions and couponing need to be instantly readable and actionable by the agent. If the AI is building the cart, your ad needs to influence the initial prompt or the agent’s selection criteria directly, blurring the line between promotion and direct transaction.

The move by Albertsons and Instacart shows that Agentic Commerce isn't a futuristic concept—it's here, and it's already restructuring how $385 billion flows through the digital economy.

At SparkShoppe, we are always looking for new trends and groundbreaking strategies to ensure your brand remains visible. Ready to conquer this new AI frontier and make sure your brand is the AI agent's first choice? Contact us today to ignite your strategy!

The Generational Grinch? How Gen Z Is Rewriting the Holiday Marketing Rulebook

Thu, 20 Nov 2025 21:14:36 GMT

Here at SparkShoppe, we know the holiday season is a magical time—for consumers, that is. For digital marketers, it's often a complex maze of shifting algorithms and frantic last-minute campaign pivots. And guess who’s holding the map and the compass this year? Gen Z.

This generation isn't just shopping; they're setting the trends, defining value in a whole new way, and demanding that brands actually mean something. So, grab your hot chocolate, because we’re diving into the three tectonic shifts Gen Z is forcing on your holiday strategy.

The Wallet Paradox: Spending Less, Expecting More

Gen Z is tightening their collective purse strings. Reports indicate this cohort is facing economic pressure, with some forecasts showing they plan to cut their holiday spending by up to 34% compared to last year. Ouch.

But before you slash your entire budget, understand this: they aren't just penny-pinching; they are redefining value.

Affordable Affluence & Dupes: They might be budget-conscious, but they still seek social currency. This leads to the search for “affordable affluence”—micro-luxuries like a pricey latte or limited-edition cosmetics. A staggering 82% of Gen Z consumers plan to purchase "dupes" (knock-offs or alternatives) this season. Your brand needs to offer attainable quality that telegraphs cultural relevance.
The Intentional Purchase: Value goes beyond a simple discount. Marketers must replace the tired "glitz and glam" narrative with themes of emotional connection and shared experiences. Gen Z wants purchases that spark joy and align with their identity, which is why brands emphasizing "attainable human moments" and realness are winning.
Financial Flexibility is Key: Since budgets are tight, this generation is leaning heavily on financial tools. They are the strongest users of "Buy Now, Pay Later” (BNPL), with 64% of Gen Z saying they’ve tried it once , and th ey will strategically maximize sales. Make sure your checkout process is smooth, flexible, and ready to convert quickly.

The Algorithm Architects: From Scroll to Shelf

If your ad spend is still leaning heavily on traditional channels, you might be delivering your message—but to a quiet, empty room. Gen Z lives, breathes, and shops on social media.

The Influencer is the Search Engine: Social platforms and influencers are used by up to 74% of Gen Z for gift inspiration and product discovery. In fact, Gen Z uses social media as often as they use traditional search engines to find gift ideas.

Authenticity Is Non-Negotiable: Gen Z has a sixth-sense for sniffing out insincerity. While influencer content drives massive inspiration, they will only convert if the content feels real, relatable, and rooted in tangible value. Brands need to partner with creators who genuinely love the product and ensure their campaigns are transparent. Greenwashing and staged marketing will be immediately flagged and discarded.
AI and Retail Media Acceptance: Here’s where the digital native shines: 43% of Gen Z are turning to AI for product inspiration and finding the best prices. Furthermore, 61% don’t mind seeing sponsored ads for relevant products, highlighting their comfort with the rise of Retail Media (ads within a retailer’s own ecosystem, like on Walmart.com). Integrate AI tools onto your site to remove friction, and don't shy away from targeted retail media investments.

Shopping with a Moral Compass

For Gen Z, a purchase is a reflection of their personal values. The decision-making process isn't just about price and quality; it's about ethics, environment, and social impact.

The Sustainability Premium: This generation is willing to put their money where their conscience is. A majority, 62% of Gen Z, prefer to buy from sustainable brands, and up to 73% are willing to pay a premium for products that are ethically sourced or environmentally friendly. Brands must prioritize transparency in their supply chains, use eco-friendly packaging, and clearly communicate their social responsibility initiatives.
Experiences Over Stuff: Tired of material clutter, Gen Z is prioritizing meaningful memories. As many as 78% of this generation would rather pay more for a meaningful experience or event than for a material item. If your brand can offer a service, travel, or an event, market it as the ultimate holiday gift.
The Blended Experience: Paradoxically, while they are digital masters, 61% of Gen Z prefers to discover new products in-store , and three-quarters shop in-person weekly, viewing it as an "experience." They seamlessly blend the two: researching online, discovering in-store, and perhaps buying via an app. Your omnichannel strategy needs to be flawless, treating the physical store as a discovery and emotional engagement hub.

The SparkShoppe Takeaway

Gen Z is not just a consumer segment; they are a digital marketing mandate. They are forcing brands to shift from selling things to selling value, identity, and authenticity .

This holiday season, your brand must be:

Genuine: Show your true colors, especially around ethics and sustainability.
Valuable: Offer more than a discount; offer a great memory or a personal statement.
Omnipresent: Be discoverable on social scroll, searchable with AI, and ready to dazzle in-store.

Ready to make your campaign resonate with the generation that holds the future of retail in their hands? Let's talk strategy.

AI, Agility, and the Art of the Dot: Top Takeaways from Advertising Week 2025

Tue, 11 Nov 2025 16:47:05 GMT

The marketing and advertising world convened in New York for the latest edition of Advertising Week 2025 , and the message was clear: agility is non-negotiable. Leading marketers from Hyundai, Colgate-Palmolive, Kraft Heinz, Molson Coors, and PepsiCo gave us a roadmap for thriving in a culture-first, AI-driven world. We've boiled down the key themes from the hectic four days down to three core concepts .

AI is the Co-Pilot, Not the Pilot

Artificial Intelligence dominated the conversation, but the tone has officially shifted from "hype" to "how to use it responsibly and effectively".

Forget worrying about AI taking your job; the focus is now on using it as an accelerator for human creativity.

From Keyword to Conversation: The biggest change-up is happening in search. As consumers use AI for queries, they're moving away from simple keywords and embracing natural language prompts—essentially talking to search like they talk to a friend. Hyundai's media agency, Canvas Worldwide, is already optimizing for this, realizing that AI-driven search offers brands a chance to be part of the "offline conversation" . The lesson? Your GEO strategy needs to start thinking in dialogue, not just data points.
The "Gut-Check" on Generative AI: While AI offers incredible efficiency for content creation, a "human-led"approach is crucial. Brands like Colgate-Palmolive’s Hello discussed the importance of “gut-checking” AI-generated ideas, recognizing that the human element is what prevents a brand from making a major, and sometimes embarrassing, misstep.

Brand Building is "Pointillism," Not a Quick Fix

In an age where everyone is desperate to go viral, Kraft Heinz CMO Todd Kaplan offered a refreshingly grounded perspective: Brand building is like pointillism.

The Power of the Dot: Every single consumer interaction (an ad, a social post, an in-store experience) is a "dot" placed in the consumer's memory. The goal isn't to create one huge, messy smear of paint (a rushed viral stunt) but to strategically and consistently place dots over time until a clear, rich image of the brand is formed.
Be Culturally Nimble, Not Noisy: Kaplan warned against the trap of jumping on every trending topic (like every brand posting orange for a certain pop star's "Orange Era"). He emphasized that a brand must have the “right to speak” in that cultural moment, or it just becomes confusing noise that undermines the long-term brand equity.

Agility is the New Creative Currency

You do need to be fast to win, but speed must be operationalized. Marketers from Molson Coors and PepsiCo shared how they manage to move at the "speed of culture" without descending into chaos.

The Framework is Your Foundation: Molson Coors uses a framework with an acronym, MUSCLE (magnetic, unexpected, simple, crafted brilliantly, long-term platform and essence of brand), to give its team and agency partners a shared vocabulary for creative effectiveness. This shared understanding helps cut through vague subjective conversations and removes barriers to execution.
Long-Term Platform Meets Short-Term Agility: The key is having a strong, long-term brand platform that allows for short-term, nimble cultural plays. Brands need to have a flexible budget tucked aside for when a great, relevant cultural idea comes along, allowing them to jump into action quickly.

The Takeaway for Your Brand

The message from Advertising Week 2025 is clear: the most successful brands of tomorrow will be agile, AI-empowered, and authentic. They’ll have the long-term discipline to build their brand "one dot at a time" while maintaining the short-term nimbleness to play in culture, but only when it authentically makes sense.

Connect with SparkShoppe today to elevate your brand's marketing and drive tangible growth!

The End of Shopping Fatigue: How AI Browsers and Autonomous Agents Are Rewriting the Grocery Game

Tue, 28 Oct 2025 19:55:09 GMT

The entire digital marketing playbook is being tossed by a new, more powerful player: the autonomous AI agent.

This isn't just a faster search engine; it's the latest, most powerful catalyst for the "browser boom," driven by heavy hitters like OpenAI's ChatGPT Atlas. While other browsers have added AI features, OpenAI's new product marks a fundamental shift, moving the internet from a place where consumers laboriously search and wander through both physical and digital categories, to a place where AI performs complex tasks on their behalf.

The Great Browser Wars: Incumbents vs. Agents

The "browser boom" is not a single product launch; it's a competitive response to the realization that the old, static browser is obsolete.

The Incumbents: Chrome and the Gemini Evolution

Google, recognizing that its decades-long dominance of search and the web funnel is at risk, has aggressively integrated Gemini directly into Chrome.

Google's Strategy: Instead of building a new browser, Google is adding AI to its existing base of billions of users. Gemini in Chrome can answer questions, synthesize information across multiple open tabs, and even integrate with Google Docs and Calendar.
The Agentic Edge: Google has introduced powerful "agentic" capabilities via the Gemini Computer Use model , which is the foundational technology that allows the AI to perceive and interact with a web page (clicking, typing, scrolling). The ultimate goal is to turn the platform into a universal assistant that can take action on your behalf .

The Disruptors: OpenAI, Perplexity, and Others

The disruptors are building AI-first browsers where the agent is the primary interface, not an add-on.

OpenAI's Atlas: The browser is designed with "memory" and "agent mode" at its core , enabling it to remember user preferences across sessions and giving the AI the ability to take control of a tab to execute tasks.
Microsoft Edge's Copilot Mode: Not to be outdone, Microsoft's Edge has evolved into an AI browser companion with Copilot Mode. With user permission, Copilot can see and reason over open tabs, summarize and compare information, and even take actions like booking a hotel or filling out forms. New features include Copilot Actions in Edge to handle multi-step actions and Journeys, which automatically groups past browsing projects into helpful topics.
Other Players : Smaller, innovative companies like Perplexity (with its Comet browser) are also fully embracing the agentic model , often targeting power users and researchers by prioritizing deep conversational search and contextual awareness across tabs.

This competitive frenzy is forcing all brands to adapt to a world where the AI is the decision-maker.

Zero-Click Commerce: The New Path from Inquiry to Checkout

For years, the shopping journey began with a trip to the store, a traditional Google search, or a direct visit to a retailer's site. That process is quickly becoming antiquated.

OpenAI’s ChatGPT Atlas, which is built with ChatGPT at its core, includes a feature called "agent mode." This agent mode can automate complex tasks, such as finding a recipe, gathering the ingredients, and ordering them to your house.

This marks a significant change for digital marketers:

Less Discovery: When a consumer delegates the shopping task to an agent, they spend less time browsing the retailer's site.
Lost Impulse Buys: Analysts warn that if an AI agent handles the entire transaction, it may negatively impact opportunities for new product discovery and cross-selling that happen on a traditional e-commerce page.
Agentic Optimization: Brands must now optimize their content not just for search engine results pages (SERPs), but for intelligent browsers that summarize and filter content to feed directly into an AI agent.

Instacart’s Operator: The Crucial Link in the AI Cart

Instacart is not just leaning into this automated future—they are actively building the bridge. Instacart has been working closely with OpenAI to integrate their services directly into an AI agent called Operator , which is designed to streamline the entire grocery ordering process.

This is arguably one of the most significant immediate applications of AI agents in e-commerce. Instacart’s vision is to enable users to go from a casual, conversational prompt to a completed transaction with virtually no friction.

The Instacart Advantage:

Seamless Hand-off: Instacart’s platform allows an AI agent like Operator to receive a shopping list (e.g., "I need the ingredients for a lasagna") and translate that directly into an Instacart order, complete with product selection, substitutions, and checkout.
Leveraging Data: The Instacart platform provides the intelligence needed to guide the AI agent. This means the agent can select items that meet dietary preferences, choose preferred brands, and even consider delivery windows based on a customer’s previous behavior and real-time store availability—all within the AI chat interface.
A "Powered By" Future: This deep integration positions Instacart as a crucial "fulfillment layer" for the entire wave of new AI browsers and web agents. It makes gig-economy platforms some of the biggest beneficiaries of the AI agent boom, as they are the ones handling the complex logistics behind the agent's simple command.

Walmart’s AI-First Checkout: The Retail Gauntlet

In a monumental move, Walmart has accelerated its AI transformation by forming a partnership with OpenAI. This partnership is a direct challenge to the traditional retail

search ecosystem, allowing shoppers to purchase products directly within ChatGPT. Walmart is embracing what they call an "AI-first shopping" model, where the purchase can be completed with Instant Checkout all without leaving the chat interface. By blending its vast physical and digital infrastructure with conversational AI, Walmart is positioning itself as a leader in "agentic commerce."

The Death of the Click and the Rise of "GEO"

The most profound impact of AI browsers is on Search Engine Optimization (SEO). When AI Overviews and in-browser summaries provide the answer directly, users skip the link. This shift is expected to impact up to $750 billion in consumer spend by 2028 , and it has given way to a new discipline: Generative Engine Optimization (GEO).

For brands, this means visibility depends on being cited and selected by the AI's summary, not just ranking in the top 10 results. The focus shifts from traditional SEO's goal of generating clicks to GEO's goal of winning the answer.

The GEO Checklist:

Incorporate Loyalty and Value Signals: AI agents heavily weigh loyalty perks, cash back, and reliability ratings, meaning the best deal isn't always the lowest price. Brands must ensure their loyalty benefits (like points or free shipping) are visible and integrated into retailer APIs so the agent can factor them into the final decision.
Use Metadata Marketing: Agents are favoring structured data over banners and “hero images”. Brands must build a "metadata marketing" system, tagging every product with deep attributes—price, ingredients, and loyalty perks—to ensure the AI agent can parse and choose the product.
Optimize for Delegation, Not Discovery: Since the agent is doing the work, content must be tailored to be easily consumable by an algorithm. This includes providing promotional APIs that allow your brand to deliver real-time offers directly to the shopping agent at checkout to win the deal.

The Elephant in the Room: Privacy and the AI Memory Bank

The convenience of an AI agent that knows what you need before you do comes with a significant privacy cost. AI browsers are a double-edged sword: they promise efficiency, but they do it by gathering an unprecedented amount of data.

OpenAI’s ChatGPT Atlas, for instance, promises to store "memories" of what you do on sites to personalize results, going far beyond typical browser history. Experts warn that integrating AI at this level gives the service full visibility into every interaction, file, and private detail, marking a shift from passive data collection to continuous behavioral mapping. A major concern is the sheer volume of personal activity being collected—from health searches to relationship advice—and what happens if that data is compromised.

Ready to conquer this new AI frontier? Contact us today to ignite your strategy!

Your Next Influencer Might Not Be Human: The Rise of Virtual Influencers

Fri, 26 Sep 2025 19:42:07 GMT

The digital world is evolving at a breakneck pace, and a new and fascinating development is taking center stage. Brands are moving beyond traditional influencers to invest in computer-generated personalities that are impacting the marketing landscape. This is not a passing trend—it represents a strategic shift that is reshaping the creator economy.

The numbers back this up: the global virtual influencer market, valued at over $6 billion in 2024, is projected to grow to nearly $46 billion by 2030. This growth is powered by marketers looking for greater control, predictability, and efficiency.

The Marketer's Playbook: Control, Consistency, and Community

From a business perspective, the benefits of using a virtual influencer are too compelling to ignore:

Total Brand Control: A virtual influencer is an asset that is completely managed by your brand or agency. This provides you with complete control over their message, appearance, and partnerships, eliminating the risk of off-brand content or unexpected controversy.
Unprecedented Consistency: Unlike human influencers whose lives and brands can evolve, a virtual persona offers stability. They can be anywhere, at any time, for any campaign, ensuring a consistent look and feel across all your marketing efforts. This adaptability allows for globally scalable and precise campaigns.
Engagement on Overdrive: Virtual influencers consistently outperform their human counterparts in one key metric: engagement. Studies show that virtual influencers have an average engagement rate of 2.84%, significantly higher than the average 1.72% for human influencers. Their unique nature sparks curiosity and conversation, driving buzz and social shares.

Case Study: The Miquela Effect

The rise of the virtual influencer can be traced back to one name: Lil Miquela. Launched in 2016 by the Los Angeles-based startup Brud, Miquela Sousa—a self-proclaimed "19-year-old robot living in LA"—pioneered a new form of digital celebrity. She quickly amassed a massive following on Instagram, where she shares posts about fashion, music, and her life, just like any other human influencer.

However, it's her brand collaborations that truly demonstrate the power of this new medium. Miquela has partnered with high-profile brands like BMW, Prada, and Samsung, appearing in campaigns that seamlessly blend the virtual and real worlds. Her success proved to the market that a computer-generated personality could not only hold a captivated audience but also drive significant revenue. She became a model for how to use a digital avatar to embody a brand's values, and she's credited with demonstrating the viability of the virtual influencer as a powerful marketing tool.

Navigating the Risks and Rewards

While the allure of virtual influencers is strong, navigating this new world is not without its challenges. The biggest hurdle for marketers is building trust. A Sprout Social survey found that while a significant portion of consumers are intrigued by AI influencers, nearly half (46%) are uncomfortable with brands using them.

In reality, it’s becoming harder to tell the difference. Findings from Getty Images research showed that 68% of people cannot tell if an image is AI-generated , which highlights the need for clear labeling. This challenge was further demonstrated by a recent New York Post poll of Times Square visitors. Not a single person was able to correctly identify all six images as either a real or a computer-generated model. In fact, many real influencers, such as Dina and Ines Trocchia, were mistaken for AI due to their incredibly polished photos. This blurring of lines also works the other way. AI influencers like Mia Zelu , with her 168,000 followers, garnered widespread attention for her photos from Wimbledon, successfully demonstrating how difficult it has become for consumers to distinguish a human from an AI persona. According to the New York Post's poll, almost all participants who were shown her image believed she was a real model, and even well-known athletes have been misled, leading some fans to believe they had been "catfished."

When designing AI influencers, the goal is often to create characters that look and behave in a human-like way, not to deceive, but to foster relatability and emotional connection. However, this requires a careful balance. If an AI influencer appears too human, it can raise ethical concerns or lead to confusion about whether the persona is real. On the other hand, making the character less human to avoid deception can backfire, pushing it into the uncanny valley—a phenomenon where something appears almost, but not quite, human and ends up feeling eerie or unsettling. The challenge is to design AI influencers that are realistic enough to engage audiences, yet not so convincing that they mislead or cause discomfort. Achieving this balance requires transparency about the use of AI, which is essential for building trust and maintaining long-term credibility.

At SparkShoppe, we’re staying on top of trends. Contact us today to ignite your brand’s strategy!

How the Kraft Heinz Split Will Reshape Their Marketing

Tue, 16 Sep 2025 15:08:25 GMT

A decade ago, the mega-merger of Kraft and Heinz captured significant attention as a partnership poised for industry dominance. Recently, this partnership reached a pivotal juncture, with the company publicly announcing a permanent separation. The decision follows a period of challenges, leading to investor disappointment and raising substantial questions about the future trajectories of both entities.

On September 2, 2025, Kraft Heinz announced plans to split into two independent, publicly traded companies, effectively undoing the 2015 mega-merger. Why the big change? According to the company, the sheer complexity of its structure—with nearly 200 brands in over 150 countries—made it "challenging to allocate capital effectively" and prioritize new initiatives. The company’s net revenue has also fallen every year since 2020.

Even investor Warren Buffett, whose company Berkshire Hathaway helped orchestrate the original merger, admitted he overpaid for Kraft and that the merger "didn't turn out to be a brilliant idea."

This strategic move is a direct response to a difficult market environment. Kraft Heinz has struggled to adapt to evolving consumer preferences, with shoppers increasingly seeking healthier and less expensive food options. The company's leadership stated that the separation is designed to maximize each company's capabilities while reducing complexity, allowing them to more effectively deploy resources toward their distinct strategic priorities. Ultimately, the goal is to drive stronger performance and create long-term value for shareholders.

Meet the New, Post-Split Businesses

The split is expected to be finalized in the second half of 2026. The two new companies have been given working names to reflect their distinct missions:

Global Taste Elevation Co.: This company will focus on sauces, spreads, and seasonings. Its brand portfolio will include Heinz, Philadelphia cream cheese, and Kraft Mac & Cheese.
North American Grocery Co.: This business will be home to U.S. and Canadian grocery staples. This will include familiar brands like Oscar Mayer, Kraft Singles, and Lunchables.

For everyday shoppers, don't expect any immediate changes to your favorite products, prices, or packaging. The companies say the split is more about giving each brand a better strategic focus to drive innovation and growth .

A Digital Marketing Divorce

This isn't an isolated incident. The food industry has a new trend: getting smaller to get stronger. We’ve already seen Kellogg split into two companies in 2023, a move that "unlocked some value" for the business.

For digital marketers, this is a prime example of why focus is everything. Each of these new, leaner companies will be able to dedicate its resources to a more targeted digital strategy. We can expect the Global Taste Elevation Co. to lean into global social media trends and create more shareable, international-focused content. Meanwhile, the North American Grocery Co. will likely double down on campaigns aimed at families and U.S.-specific consumer trends.

The goal? To give each brand the "attention and resources" it needs to reach its full potential. This split might be a little messy in the short term, with an estimated cost of $300 million, but the long-term payoff is a clearer path for digital success.

What This Means for Shopper Marketing

The Kraft Heinz split is poised to fundamentally reshape the shopper marketing landscape. As the two companies specialize, they will no longer be limited by a broad, one-size-fits-all approach. Instead, they can develop highly targeted strategies that reach shoppers on their specific path to purchase.

With a more focused portfolio, each company can now more effectively and strategically allocate its marketing funds. The split directly addresses a core challenge of the combined entity: its high number of brands and SKUs was spreading marketing funds too thin, making it difficult to prioritize and effectively support all products. The new, leaner structure allows both the Global Taste Elevation Co. and the North American Grocery Co. to direct their resources toward their distinct strategic priorities. This improved allocation will enable the development of more sophisticated, data-driven campaigns, ultimately ensuring that marketing dollars are spent on programs that truly connect with consumers and drive tangible sales.

Contact us and let SparkShoppe's team of experts help you cook up a winning plan for your br and's digital future.

The Swiftie Effect: How Brands Are Becoming Masterminds of Real-Time Marketing

Wed, 20 Aug 2025 14:05:08 GMT

The digital marketing game just got a brand-new set of rules. We all knew a new Taylor Swift era was on the horizon, but when the internet went ablaze with her "Orange Era," brands realized they couldn't just have a blank space in their strategy. It was a "Look What You Made Me Do" moment for savvy brands, and their time to make the whole place shimmer.

Reese's: Sweet, Savvy, and Swift

America’s favorite peanut butter cup brand, Reese's, showed off some impressive marketing magic. With just a few hours' notice, they launched a 15-second ad campaign for their new Oreo collaboration . The ad titled "You Asked For It" cleverly drew a parallel between their iconic orange packaging and Swift's new aesthetic. The ad even included a nod to Swift's "in the vault" unreleased tracks. The campaign launched with a day-long YouTube masthead placement and has since garnered millions of views. It’s a textbook example of a brand leveraging a cultural moment in real time.

Orange You Glad They Did That?

Reese's wasn't alone in seeing orange. A multitude of brands followed suit , turning the trend into a marketing masterclass. Companies from different sectors embraced the orange theme in a flurry of creative social media posts and campaigns.

United Airlines shared a vibrant image of a plane soaring through an orange sky, suggesting that flying with them could be part of the fan experience.
Olive Garden , which has a history of playing into the Taylor Swift theme, designed a mock album cover with their famous breadstick as the star of the show.
Scrub Daddy posted an image of its classic sponge in a glittery orange hue , which garnered punny comments from other large-scale brands.
Even Google celebrated by greeting users who searched for "Taylor Swift" with a stream of orange digital confetti.

What This Means for Your Brand's Next Act

These swift responses highlight a crucial lesson for modern digital marketing. It's no longer enough to just plan ahead; you have to be ready to act in real-time. The "Swift Effect" demonstrates the immense value of:

Agility and Speed: The brands that won this round were the ones that could respond almost instantly, before the trend faded.
Authenticity: Brands that succeed in these moments aren't just jumping on a bandwagon; they're genuinely engaging with the cultural conversation in a way that feels natural to their brand identity.
Harnessing Fandom: The dedication of Swift's fanbase, or "Swifties," is a powerful force that can be leveraged for massive organic engagement. By creating content that resonates with this community, brands can turn a trend into a shared experience.

From Orange to Purple: The Swiftie-Led SEO

If the Orange Era was about capitalizing on a new album's announcement, the introduction of a purple glittery countdown was about building anticipation for what comes next. Swift's website shifted to feature a mysterious new timer, and even Google's confetti effect switched from orange to purple when you searched her name.

While fans speculated about a new single or even the announcement of a Super Bowl halftime performance, the countdown's real purpose was revealed: to announce a limited-run vinyl variant of her upcoming album . This wasn't just about a brand making a quick, clever post; it was about a masterfully executed plan to turn a product pre-order into a live, interactive event that drove organic search, social chatter, and a rush of excitement. It's a living, breathing marketing strategy that proves the brand's power to generate massive hype for a single item, keeping the audience engaged and her brand at the forefront of the conversation.

Why This New Countdown Is a Marketing Masterclass

This latest move offers two key lessons for every brand looking to stay ahead in the digital game.

Audience-Led Storytelling: Instead of just telling a story, Taylor Swift's team provides the raw materials—a countdown and a color—and lets the audience create the narrative. Fans on TikTok and Reddit are actively working together to decode the meaning, sharing theories about lyrics, music videos, and even a "red lock" that appeared on a previous countdown. Brands can learn from this by giving their communities a chance to become part of the story, not just passive observers.
The Art of Continuous Engagement: The shift from orange to purple shows that a single moment of marketing brilliance isn't enough. It's about a series of planned, strategic moments that build on each other. The initial Orange Era capitalized on a known brand color and the excitement around the album announcement. The purple countdown built on that momentum, drawing fans further into the journey and keeping them hooked for the next reveal. This demonstrates the power of creating a sustained, multi-chapter campaign.

The digital marketing playbook is being rewritten with every new era, showing us that true brand loyalty isn't built on a single campaign, but on a c ontinuous, agile conversation. Don't let your brand get left in the digital dust. Want to turn your brand into a mastermind of real-time marketing, capable of winning “The Great War" for engagement? Connect with us today to ignite your strategy!

Get Ready for AI Browsers: OpenAI Takes Aim at Google Chrome

Wed, 30 Jul 2025 14:56:49 GMT

The internet as we know it is about to get a major AI upgrade. OpenAI, the company behind ChatGPT, is on the cusp of releasing its own AI-powered web browser, setting the stage for an intense new chapter in the competition with Google. This move isn't just about offering a new way to browse; it's about fundamentally changing how we interact with the web. The "browser boom" is officially here, and it's poised to reshape the market dominance of Google Chrome.

What We Know About OpenAI's New Browser (and the Browser Boom)

Remember the days of dial-up and the little blue Internet Explorer icon? We've come a long way, and while you might have already noticed Google Chrome's Gemini summarizing your search results, a new wave of AI browsers is truly taking off. OpenAI's new browser, slated for launch in the coming weeks, aims to revolutionize the browsing experience by integrating artificial intelligence directly.

According to sources, a key feature will be a ChatGPT-like native chat interface, allowing users to interact directly with the AI without leaving the browser or even clicking through to specific websites. This integration is part of OpenAI's bigger plan to weave its AI services into the daily digital lives of consumers.

These new tools, like OpenAI's upcoming browser, are designed to learn from your online habits and then actively take steps or perform tasks for you. This could include:

Booking dinner reservations at times it knows you like to eat.
Applying for jobs that fit your skillset.
Online shopping to track down deals ( though they can't complete transactions without you ).

The browser will also enable direct integration of AI agents like OpenAI's Operator. This means the browser could carry out tasks for you directly within the websites you're visiting. OpenAI's browser is being built atop Chromium , which is Google's own open-source browser code—the same foundation used by other major browsers like Microsoft Edge and Opera.

Beyond OpenAI, the browser boom is already seeing new players. Perplexity’s Comet is up and running, and newcomer Dia from The Browser Company is making a splash, alongside Brave, which also offers an AI-powered browser capable of Browse and summarizing.

The Challenge to Chrome's Dominance

Google Chrome currently holds a massive lead in the browser market, used by more than 3 billion people and accounting for over two-thirds of the worldwide market share. Chrome is a vital part of Alphabet's ad business, providing user data to help target ads effectively.

This is a significant moment, as for decades, many of us have experienced "browser inertia," faithfully sticking with Safari, Chrome, or Firefox. Now, these companies are looking to rewrite that playbook.

The Implications: A Smarter, Yet Questionable, Web

The advent of AI web browsers could herald a new era of personalized and efficient internet usage. Users might find themselves spending less time sifting through information and more time engaging with relevant, curated content. For businesses and content creators, this could mean new considerations for how their content is optimized not just for search engines, but for intelligent browsers that summarize and filter.

However, experts also raise important questions about these AI browsers. Privacy is a major concern, as you're giving AI even more power to make decisions for you based on very specific data and personal preferences. Furthermore, these browsers are subject to the same mistakes as chatbots—they can hallucinate. So, relying too heavily on them could lead to unexpected results, like getting directions to a store that closed years ago!

Looking Ahead

The browser wars are getting a new, intelligent twist. With OpenAI and other innovative companies entering the fray, the stage is set for a fascinating evolution in how we browse, learn, and interact with the digital world. Keep an eye on this space; your next favorite browser might just be the smartest, and potentially the most surprising, one yet.

Ensure your brand is discoverable wherever consumers search . Contact us today to ignite your company's digital presence!

Navigating the Fine Line: Using Celebrities in Brand Content

Thu, 24 Jul 2025 22:08:31 GMT

Many brands think about including celebrities in their marketing materials, attracted by the buzz around stars like Taylor Swift and Travis Kelce. However, it's important to understand the legal rules and fair use aspects in this situation.

The widespread misunderstanding of copyright laws has been increasing across the digital landscape. For brands, it's crucial to understand the legal implications and potential backlash of utilizing celebrity images without proper licensing. It's important to know that organic or paid content featuring a celebrity's likeness or image needs permission from the rightful owner . That means you would need to not only negotiate with the celebrity but also pay the photographer for the rights to the image you want to utilize.

Contrary to popular belief, celebrity memes are not fair use . Simply having an image go viral doesn't erase the rights associated with it. According to copyright law , if you're using their likeness in content for commercial purposes without permission, you're infringing on the rights of the celebrity and the original photographer.

Two brands that have walked the fine line of these rights were Aerie and Ulta Beauty . They utilized the announcement of a Taylor Swift album to create Instagram posts promoting their own product lines. Even though the campaigns were very timely and resonated with their consumers, this still can bring up issues for the brands overall and could lead to repercussions. An example of this is in the case of the jewelry brand Jennifer Meyer. They used an image of Taylor Swift wearing their earrings without permission and ended up in a hefty lawsuit for copyright infringement.

A recent example that highlights how fast meme culture can escalate—and why caution is necessary—is the viral Coldplay concert moment that took over TikTok in July 2025. During a show in Foxborough, a kiss-cam clip featuring a CEO and HR executive went viral, leading to intense speculation, tens of millions of views, and ultimately the resignation of one of the individuals involved. Brands like Ryanair and Chipotle quickly jumped in, using the moment for meme-driven marketing . While their content gained traction, it sparked serious conversations about privacy, doxing, and whether marketers should capitalize on viral moments involving real people without their consent. This incident serves as a cautionary tale for brands navigating fast-moving trends and reminds marketers to weigh the risks before engaging with viral content.

It goes beyond just pictures as well. Big platforms, such as TikTok and Instagram , often encourage brands to join in on trending topics, including the use of popular sounds and music clips, despite the legal gray area this represents. It's a digital tightrope walk; on one hand, participating in these trends can significantly increase a brand's visibility and engagement with their audience. On the other hand, the legal implications of using copyrighted audio without explicit permission cannot be ignored. Already, some brands find themselves facing lawsuits for incorporating trending songs or audio in their advertisements or boosted posts. This enforcement has primarily targeted commercial uses, serving as a stern reminder of the critical need for brands to understand and respect copyright laws, even in seemingly casual or viral marketing strategies.

While memes and trends may yield short-term results for your brand, creating custom content that resonates with your audience is key to sustained engagement. In addition to ensuring that a trending meme or sound can be used legally, be sure to think about whether it fits with your brand identity and the audience you’re trying to reach.

If you need help with your social feed, contact SparkShoppe today to ignite your digital strategy today with a free 30-minute consultation!

SparkShoppe in collaboration with our retail and CPG partners has proven the power of a retail media network. The results are driven from the ability to provide targeted advertising, create additional revenue streams for retailers, enhance the shopper experience, offer valuable data insights, and foster collaboration between grocers and manufacturers. When utilized effectively, it can be a win-win for all stakeholders involved. Ignite your strategy today by connecting with us!

Marketing Trend Tracker - Series 20

Mon, 21 Jul 2025 15:45:01 GMT

The digital marketing landscape is rapidly evolving, primarily shaped by two significant trends: a strategic pivot toward Gen Z consumers and substantial investment in artificial intelligence. This shift is exemplified by Pinterest's full commitment to its Gen Z audience, forging partnerships with brands and influencers that resonate with their largest user base by generation. Concurrently, Meta is heavily investing in AI development to expand its advertising capabilities, even extending to a surprising move like introducing ads to WhatsApp, an app historically known for being ad-free. These dynamic changes highlight the rapidly evolving nature of digital marketing. Read on to discover how these trends are reshaping the future of digital marketing and what it means for your strategy.

e.l.f. Cosmetics and Pinterest Partner on AI-Powered Color Analysis Geared Toward Gen Z

e.l.f. Cosmetics and Pinterest are strategically partnering to win over Gen Z, launching "color e.l.f.nalysis," an AI-powered color analysis tool designed specifically for this digitally native demographic. Users simply upload a selfie to a microsite for a personalized color-season analysis, which uses the user’s hue, value, and chroma to determine a range of colors that best match their features. From there, the user will receive a tailored set of e.l.f. makeup shade recommendations. Crucially, this leads them directly to a shoppable Pinterest board featuring products curated for their unique results.

This collaboration is a direct response to Gen Z's overwhelming demand for personalized beauty experiences and their heavy reliance on platforms like Pinterest for discovery. Pinterest has seen a massive 22-fold increase in interest “around tools like color season analysis", with Gen Z making up nearly half its user base. e.l.f. is seizing this opportunity to build strong brand loyalty with this crucial consumer group by offering free, instant, and highly personalized guidance right where Gen Z is already seeking inspiration.

The partnership extends beyond the tool itself, with e.l.f. actively collaborating with Pinterest creators to develop season-specific content, leveraging the influence of voices Gen Z trusts.

Pinterest's Foray into Product Creation: A Gen Z-Driven Collaboration

Beyond the exciting AI-powered collaborations, Pinterest is making an even bolder move to cement its status as a commerce powerhouse, proving its profound understanding of consumer trends, especially those embraced by younger audiences.

This strategic evolution is exemplified by Pinterest's first-ever product collaboration : a limited-edition coffee mix co-branded with Chamberlain Coffee, founded by global influencer and Gen Z icon, Emma Chamberlain. This isn't merely a promotional stunt; it's a testament to Pinterest's direct influence on product development.

The "Sea Salt Toffee Flavored Blend" wasn't just sold and promoted within the Pinterest app; its very inspiration came from Pins. Emma Chamberlain, a self-proclaimed "long-time fan of Pinterest," leveraged the platform to conceptualize the entire campaign and design, drawing heavily from the "Fisherman Aesthetic" trend identified in Pinterest Predicts—their annual emerging trends report. This effectively demonstrates Pinterest's confidence in its trend forecasting system, showcasing its ability to not only predict the next big thing but also provide actionable insights for creating tangible products.

This landmark collaboration highlights several pivotal aspects of Pinterest's evolving strategy, with a keen eye on the Gen Z market:

Trend-Driven Innovation: This partnership powerfully illustrates Pinterest's capability to translate emerging trends into real-world consumer products.
Deepening Creator Economy Ties: By co-branding with Emma Chamberlain, Pinterest is actively participating in and shaping the creator economy. This move acknowledges the immense power of digital-native celebrities, whose influence increasingly rivals traditional fame.
Seamless Path to Purchase: The coffee blend is available for purchase directly via Chamberlain Coffee's website and, through Emma Chamberlain's dedicated Pinterest board. This board offers behind-the-scenes content, inspiration, and shoppable Pins, creating the kind of frictionless journey from discovery to acquisition that is absolutely crucial for Gen Z consumers.

This co-branding venture signifies a new and aggressive phase for Pinterest. It's a clear signal that the platform is moving beyond being just a discovery engine to becoming a direct player in product creation and commerce. While Emma Chamberlain's influence is undoubtedly a massive draw for sales, the success of this collaboration could further solidify Pinterest's position as a vital indicator of consumer interest and a powerful partner for brands aiming to tap into emerging trends and the highly engaged Gen Z audience.

Meta's Advancing AI Capabilities for Advertising

Meta has announced a range of new AI-powered ad options, designed to enhance efficiency and effectiveness in digital campaigns. These developments include tools for media generation, branding, and customer interaction.

New Creative Tools and Features

Meta is expanding its AI video generation tools , which will allow advertisers to transform multiple images into video clips. These clips will feature animation, text overlays, and music. This approach focuses on generating short segments from image sources, aiming to produce high-quality video creative. This functionality is currently in testing with select brand partners.

Additionally, Meta is testing a Video Highlights option. This feature will use AI to identify key phrases and scenes within videos, enabling users to navigate to the most relevant content quickly. The goal is to highlight the value proposition of the brand or product being advertised.

Meta has also enhanced its AI image generation tools to incorporate custom branding. Advertisers can now include their brand logos and colors in AI-generated content. The platform is also adding persona-based text generation to further integrate brand identity into ads. These updates are intended to provide more custom ization and consistency across promotional efforts.

AI for Customer Interaction and Efficiency

New "Business AIs" are being tested in various ad formats . These AI tools will allow potential customers to engage with businesses directly through ads, using both text and voice. Meta states these ads will feature "AI-generated prompts and quick answers to commonly asked customer questions about products," providing more specific, product-aligned AI interactions. This aims to enhance customer connection and assist in the purchase process.

Further innovations include new CTA stickers for Stories and Reels promotions, and virtual try-on elements that utilize generative AI to display clothing on virtual models of varying body types. These additions are anticipated to offer new avenues for marketing outreach, potentially by the end of the year.

AI's Influence Extends to WhatsApp: Monetization and the Future of Messaging

Building on Meta's expansive investment in AI, the company is now extending its monetization strategies to one of its most widely used platforms: WhatsApp. This marks a significant shift for the messaging app, which has historically maintained an ad-free stance. The move to introduce paid advertising and subscriptions on WhatsApp is directly linked to Meta's substantial and ongoing commitment to artificial intelligence development.

WhatsApp's New Monetization Model

While direct messages will remain ad-free, sponsored content will be integrated into WhatsApp's "Updates" tab , a social section launched two years ago that is visited by half of WhatsApp's 3 billion global monthly users daily. Here's what users and businesses can expect:

Ads in Statuses: WhatsApp's version of Stories, "Statuses," will now feature interspersed ads.
Creator and Business Monetization: Creators, brands, and the 200 million businesses on WhatsApp will gain new ways to monetize:
Broadcast Channel Subscriptions: They can offer premium content through broadcast channels via a subscription model.
Promoted Channels: Businesses will also have the option to pay to appear higher in the in-app search results, increasing their visibility.
Personalized Ads (Optional): Users who link their Facebook or Instagram accounts to WhatsApp may receive ads personalized beyond basic location, language, and channel-following data.

Why the Shift? AI as a Driving Force

This strategic pivot reverses WhatsApp's long-held "No ads! No games! No gimmicks!" mantra , a principle so core that it reportedly led to the departure of co-founders Brian Acton and Jan Koum from Meta (then Facebook) in 2018. Despite denials of ad plans as recently as 2023, the underlying motivation for this monetization push is clear: Meta's colossal investment in artificial intelligence.

Meta is channeling significant capital into AI research and infrastructure, with billions invested in startups like Scale AI and tens of billions more planned for this year alone. This massive expenditure is largely supported by Meta's advertising revenue. WhatsApp, with its 3 billion global users and high engagement in the "Updates" tab, represents a substantial, largely untapped revenue source crucial for funding Meta's ambitious AI endeavors. Beyond direct ad dollars , Meta also plans to take a 10% cut from WhatsApp channels' subscription fees , further bolstering its financial capacity to drive its AI-first future.

Stay updated with the latest news in the digital space with our blog! Want personalized marketing solutions? SparkShoppe's expert marketing team stays ahead of the curve, so you can achieve lasting success in today's dynamic market. Connect with us today and let's build a brighter future for your brand!

The Search Party Just Got Bigger: Instagram Posts Now Live on Google

Mon, 14 Jul 2025 13:59:16 GMT

Tired of your amazing Instagram content feeling like it's living in a bit of a digital echo chamber? Well, good news! A significant shift has just rocked the digital landscape, changing how your Instagram content is discovered. On July 10, 2025, public photos and videos from professional Instagram accounts will begin appearing directly in Google Search results. This isn't just an update; it's a grand opening for your Instagram visibility beyond the app itself, offering unprecedented opportunities for reach and engagement.

The Great Instagram Escape: From App to Google Search

For years, your stunning Instagram visuals were a bit like VIPs at an exclusive club – fantastic inside, but not easily found from the outside world. Google, the internet's most powerful librarian, largely couldn't see past Instagram's walls to index your individual posts.

But with this latest update, that velvet rope has been lifted! This new update automatically allows public photos and videos from professional accounts (for users over 18) to be indexed by search engines. This means your carefully

crafted posts, engaging Reels, and compelling carouselsnow show up in Google's Search Engine Results Pages (SERPs), just like any other web content. Think of it: your expert tutorial Reel could be the answer to someone's DIY dilemma on Google.

Making Your Instagram Content Irresistible to Google (and Your Audience!)

Now, let's talk about how to make sure your content doesn't just show up on Google, but shines! This update is your cue to refine your Instagram strategy with a keen eye on Search Engine Optimization (SEO).

Keyword-Rich Captions (Your Google Love Language): Think like your ideal customer. What would they type into Google to find content like yours? Weave those relevant keywords naturally into your captions and descriptions.
Utilize Alt Text (Don't Skip This!): This is no longer just for accessibility (though it's vital for that!). Descriptive alt text for your images provides search engines with more context about your visuals, giving them another reason to show your post.
High-Quality, Engaging Content (Because Google Loves a Winner): Google prioritizes valuable and relevant content. Focus on creating top-notch photos, videos, and Reels that truly resonate with your audience and offer genuine value or entertainment.
Subtitles for Videos (Make Your Reels Speak Volumes): For Reels and other video content, include subtitles or text overlays. This ensures your content is accessible and further aids search engines in understanding the context of your videos.

The digital landscape just got a little more exciting (and a lot more discoverable). This isn't just an update; it's an invitation for your Instagram to conquer new digital frontiers. So, dust off your best Reels and captions, because Google is now your biggest fan.

Are you ready to optimize your Instagram for its starring role on Google Search? Contact us today!

Google Marketing Live 2025: AI Reinvents Advertising

Fri, 13 Jun 2025 18:59:33 GMT

Google Marketing Live (GML) 2025 was nothing short of a landmark event, showcasing a profound shift in the advertising world. With over 30 fresh product enhancements and features unveiled, GML 2025 painted a vivid picture of Google's vision for an AI-first advertising ecosystem.

This transformation isn't just incremental; it's foundational. Google underscored its commitment to revolutionizing advertising through AI, centering its efforts around the critical pillars of Search, Creativity, and Agentic Capabilities. For every marketer, understanding these advancements isn't merely about staying competitive; it's about unlocking unprecedented opportunities in the year ahead.

Let's dive into the most impactful announcements and how you can harness these innovations for your campaigns in 2025.

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Smarter Search: The AI-Powered Discovery Frontier

It's hardly a surprise that Google's core product, Search, received extensive AI-driven updates. This is where AI is truly redefining how users find information and interact with brands.

Ads Integrated into AI Overviews (Desktop): Now live for U.S. desktop users, ads are seamlessly woven into the scrollable, AI-generated summary boxes within AI Overviews.
Introducing AI Mode in Google Search: Imagine a deeply conversational search experience, powered by Google's Gemini AI. While still in its pilot phase, this "AI Mode" will soon feature contextual ads that surface naturally within extended dialogues.
Enhanced AI Max for Search Campaigns: We received deeper insights into AI Max. This isn't a singular tool but a comprehensive suite of features that includes advanced creative and targeting functionalities, all designed to supercharge your existing Search campaigns.
Clearer Ad Identification in AI Surfaces: As ads become more organically integrated into exploratory formats , Google is refining its labeling mechanisms. The goal is to maintain absolute transparency for users, ensuring ads are clearly distinguishable within AI-generated content.
Smart Bidding Exploration – Capture More Conversions: A new toggle setting within Google Ads for Search campaigns offers newfound flexibility. This allows you to potentially unlock additional conversions that might have been unattainable due to existing bidding constraints, providing a more adaptable Target ROAS.

The era of solely relying on traditional, keyword-centric search strategies is undeniably evolving. If your campaigns aren't optimized with the right creative assets and robust conversion signals, you risk being sidelined from this emerging AI-first discovery layer.

Performance Max Evolution: Greater Clarity, Finer Control

For advertisers leveraging Performance Max campaigns, GML 2025 brought some highly anticipated improvements aimed at boosting transparency and providing more granular control directly addressing persistent feedback from the advertising community.

Channel-Level Performance Reporting Arrives: This has been one of the most requested features, and it's finally here! Advertisers will gain a clear view of the specific channels where their Performance Max ads are running. This means better understanding your ad placement and performance across Google’s vast network.
Deeper Search Term Reporting: Another top-tier request, Performance Max campaigns will now offer the same detailed search term reporting for Search and Shopping placements that you'd find in standard campaigns.
Excluding Engaged Users for Fresh Audiences: Want to focus exclusively on attracting new customers? Soon, you'll be able to effortlessly exclude individuals who have already interacted with your brand.

These updates transform Performance Max from a more opaque system into a significantly more actionable campaign type. You’ll gain superior insights into cross-channel performance, enabling more informed decision-making and ultimately, more efficient budget allocation.

Creative Unleashed: AI as Your Content Powerhouse

The extensive creative innovation announcements highlight Google's strategic focus: empowering marketers with dynamic, compelling, and effective ad content at scale. Google is elevating ad assets across Display, Video, and Demand Gen inventory:

Expanding Visual Reach:

Demand Gen Maps Inventory with Promoted Pins: Drive foot traffic and sales by reaching users on Google Maps via Promoted Pins in Demand Gen campaigns.

Harnessing Influencer and Video Dynamics:

New Creator Partnerships Central Hub: Discover and collaborate with creators directly within Google Ads.
Insights Finder for Creators: Pinpoint top-trending YouTube creators for specific topics.
YouTube Shoppable Masthead (Mobile): Make mobile YouTube Masthead ads directly shoppable.
Shoppable CTV (Demand Gen & Performance Max): Enable direct product purchases from Connected TV ads.
New Video Ads Across Google Surfaces: Video ads now appear in Search, Image Search, and Google Shopping via Performance Max.
Reformat and Extend Video Assets with Generative AI: AI automatically reformats and extends video assets for all ad ratios.
New Peak Points Ad Format (Powered by Gemini): Embed ads in YouTube videos at optimal engagement moments.
Accelerated Checkout for Demand Gen Campaigns: Redirect YouTube shoppers directly to checkout pages.

Agentic Capabilities: Your AI Marketing Wingmen

Perhaps the most visionary announcements at GML 2025 focused on Google’s new "agentic tools." These aren't just features; they are intelligent agents designed to proactively assist advertisers, automating routine tasks, preemptively identifying issues, and delivering strategic, tailored recommendations.

Marketing Advisor: This AI agent is built to solve problems and offer business advice, even through voice interaction. Its primary objective is instant task completion and providing immediate, actionable guidance, like a virtual expert always at your disposal.
Google Ads Expert: Aimed at revolutionizing your campaign management, Google Ads Expert will help streamline campaign creation and accelerate performance improvements. It will provide and even apply specific recommendations based on your existing campaign and business data. Crucially, Google highlighted its ability to proactively identify and rectify problems before they can impact your ad performance – a true game-changer for efficiency.
Google Analytics Expert: Currently in limited beta, the Google Analytics Expert will deliver strategic advice and recommendations based directly on your complex Google Analytics data.

These agentic capabilities signify a major shift towards a more automated and intelligently assisted advertising management paradigm. They represent Google's direct response to advertiser feedback regarding a perceived lack of hands-on support, effectively deploying AI to serve as a proactive, always-on resource for optimizing campaigns and fostering business expansion.

What are your thoughts on these monumental shifts? Which of these AI-powered updates are you most excited to implement in your marketing strategy? At SparkShoppe, our experienced team is here to help you stay ahead of the curve and gain insights into the fast-changing world of marketing. Connect with us today and start laying the foundation for your brand’s future!

NewFronts and Upfronts 2025

Wed, 28 May 2025 19:54:52 GMT

For decades, TV Networks and Media outlets have used this time of year to announce large-scale changes launching in the coming months. Known as Upfronts and NewFronts, these events serve as the catalyst for change within the advertising industry. Upfronts tends to cater more towards television, streaming sites, etc., while NewFronts features social media’s household names like Meta and Snapchat. Read on to see what the biggest names in streaming, social media and television have in the works.

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Netflix’s Ad-Supported Growth: Innovations in Engagement and Advertising

Netflix’s advertising platform has seen notable growth, with its ad-supported plan now reaching over 94 million global monthly active users , up significantly from May 2024 when the number was 40 million . According to Amy Reinhard, Netflix’s President of Advertising, the platform also garners more 18-34-year-old viewers in the U.S. than any other broadcast or cable network. U.S. subscribers on the ad-supported tier spend an average of 41 hours per month using Netflix, illustrating high engagement. Reinhard emphasized , “Our audience is unique, engaged, and attentive; a dollar spent on Netflix is more valuable than a dollar spent anywhere else.”

Netflix introduced its in-house advertising platform, Netflix Ads Suite , which offers enhanced data capabilities, expanded measurement tools, and new creative ad formats. The suite allows advertisers to integrate their first-party data for precise targeting and work with third-party partners like Experian and Acxiom, all while maintaining user privacy.

Reinhard introduced a modular ad framework using generative AI to seamlessly integrate ads with the worlds of its shows, enhancing viewer experience and delivering better results for advertisers. Netflix plans to test and refine dozens of modular ad formats tailored to specific industries, such as auto or CPG, recognizing that effectiveness may vary. The modular design allows for quick assembly, optimization, and personalization, offering a potential competitive edge.

The first features include interactive midroll and pause formats with custom overlays, calls to action, and second-screen buttons, ensuring tailored ads for each viewer. These formats will roll out globally in ad-supported regions by 2026. This innovation addresses advertisers' demand to connect more closely with Netflix content. While traditional integrated marketing campaigns are resource-intensive, this scalable approach utilizes existing video and photo assets to seamlessly blend brands into these iconic worlds, benefiting both advertisers and viewers. These new tools aim to capitalize on Netflix’s strong stats , including 8x higher brand favorability, 162% higher sales per impressions, and 3x higher purchase intent compared to the connected TV (CTV) average.

Netflix is also introducing a range of new programming , including live events such as the Katie Taylor vs. Amanda Serrano rematch and NFL Christmas Day matchups. Bela Bajaria, Chief Content Officer, highlighted new seasons of popular series like Bridgerton and upcoming shows such as The Body and All the Sinners Bleed . Bajaria noted that Netflix’s programming strategy is designed to provide diverse, high-quality content for a wide range of audiences, stating, “We’re programming a slate, not slots.”

Amazon’s New Ad Formats Are Changing How We Watch and Shop

Amazon has revealed new ad formats for Prime Video, enhancing both advertising effectiveness and the viewing experience. Among these innovations are contextually relevant pause ads and shoppable inventory, designed to make ads feel like a seamless extension of on-screen content rather than a distraction. For example, viewers pausing a show like The Summer I Turned Pretty could be served ads related to travel or other on-screen themes.

The shoppable inventory further integrates Amazon’s ecosystem by using real-time shopping data, including pricing, reviews, and deals, to enable viewers to explore and purchase products directly. Considering that 88% of Prime Video’s U.S. audience has shopped on Amazon, this feature creates a natural connection between entertainment and e-commerce. These AI-powered tools dynamically align ads to the content and audience, offering a personalized experience while ensuring brands reach the right viewers at the right time.

With an ad-supported reach of over 130 million U.S. viewers, Prime Video provides advertisers a massive platform. Past experiments with interactive ad formats have already shown significant results, including higher brand awareness, purchase intent, and sales. Building on that success, these new features promise to further optimize advertising campaigns and deliver measurable value. By merging entertainment with interactivity, Amazon is redefining what streaming ads can be for both viewers and advertisers.

Celebrating 20 Years: YouTube’s Innovations in Streaming and Advertising

YouTube recently marked its 20th anniversary, a milestone that reflects its transformation from a platform for user-generated videos into one of the most influential players in online video and streaming. During this year’s Upfronts, YouTube showcased its continued evolution, outlining new initiatives and features designed to enhance engagement for viewers and value for advertisers.

One significant announcement included the rollout of Cultural Moments Sponsorships . This offering aims to integrate advertisers into major cultural events, such as the PGA Championship and awards season. By offering exclusive content integrations and a high share of voice, the platform seeks to position brands not just as participants but as integral parts of these events.

Live programming was also featured prominently in YouTube’s updates. A notable highlight is the NFL's upcoming Friday night game in Brazil during Kickoff Weekend, which will stream globally without additional fees or subscriptions. This initiative suggests a broader effort to make key live events more accessible to viewers worldwide while providing valuable opportunities for advertisers looking to connect with diverse audiences.

On the innovation front, YouTube introduced Peak Points, a tool developed in collaboration with Gemini to align ads with high-engagement moments in content. Additional placements, such as Masthead on CTV and Shoppable CTV , further demonstrate YouTube’s push to optimize advertising within the connected TV space. Masthead provides an expansive ad experience that dominates the CTV homepage, while Shoppable CTV turns advertisements into interactive shopping experiences, allowing users to browse and purchase directly from their screens.

These developments illustrate YouTube’s focus on creating a platform that balances viewer experience with advertiser needs, all while cementing its role as a leader in both online video and streaming TV. With innovations that prioritize relevance, accessibility, and engagement, YouTube continues to adapt to the changing dynamics of how audiences consume and interact with content.

Meta Introduces New Ad and Creator Tools Across Platforms

Meta laid out its vision for the next stage of advertising and creator engagement, placing a strong emphasis on short-form video and expanded creator tools. The company is testing several new ad formats across its platforms, aimed at both enhancing user experience and offering advertisers greater opportunities for reach.

One notable development is the introduction of Trending Reels ads on Facebook and Instagram. These ads appear within popular creator Reels, a move that mirrors TikTok’s Pulse Core products. This effort underscores Meta’s ongoing attempt to maximize its growing short-form video ecosystem, which has shown a steady rise in engagement, with Reels content now being shared 4.5 billion times daily.

Facebook Live is also making a comeback. Relaunched as “Facebook Live Partnership ads,” this feature allows brands to amplify live content from creators, turning streams into interactive sales opportunities. Paired with Meta’s broader push for user-generated content monetization, advertisers may find these streams an effective way to connect with engaged viewers in real time.

On Threads, Meta is exploring video ad placements, expanding beyond the static image ads currently in use. However, Meta CEO Mark Zuckerberg has set modest expectations for ad revenue on Threads for 2025, suggesting this format is still in its experimental stages.

Meta is also providing more comprehensive tools for advertisers and creators on Instagram and Facebook. The rollout includes features like AI-powered keyword search within Instagram’s Creator Marketplace, enabling advertisers to quickly identify creators with strong engagement metrics or promising brand partnership histories. Additionally, Instagram’s Creator Marketplace Trends feature will offer advertisers real-time data on topics trending among users, helping brands craft timely and relevant campaigns.

For agencies, the proposed Creator Marketplace Discovery API could streamline the process of finding and evaluating talent. Advertisers will also have more flexibility in boosting user-generated content on Facebook, a tactic already available on Instagram.

These updates reflect Meta’s intention to refine its platforms for a dual purpose: maintaining user engagement while creating innovative, practical tools for advertisers. The continued focus on video formats, in particular, positions Meta as a key player in the evolving intersection of social media and marketing.

Snapchat Innovates to Keep Pace in a Competitive Market

Snapchat revealed a series of initiatives aimed at staying relevant with its core audience while offering advertisers fresh opportunities to engage users. Despite the platform being 13 years old, Snapchat continues to build on its strengths, introducing new ad formats, creative campaigns, and performance tools to remain a key player in the social media landscape.

On the advertising front, Snapchat unveiled updates to Sponsored Snaps, allowing brands to connect with users through visual messages in the Chat Feed. Enhancements like Web & App Auction Ads and First Snap placements promise more targeted and timely engagements. Additionally, Sponsored Snaps from Creators enable advertisers to send content directly from a creator's handle, fostering authenticity within campaigns.

Snapchat is also leveraging AI to optimize ad performance. Features like smart bidding strategies help advertisers set cost-per-action goals, while the early testing of Smart Budget aims to maximize campaign outcomes by reallocating spending to higher-performing ad sets automatically.

With over 900 million monthly active users globally, Snapchat continues to grow its audience while appealing to advertisers with its youthful demographics. Over 50% of Snapchatters in the U.S. are 25 and older, dispelling the assumption that the app solely targets teens while still maintaining its appeal for younger generations.

By focusing on metrics like increased time spent on content and expanding tools for creators, Snapchat is building opportunities for brands to connect with its unique, highly engaged user base. While market challenges persist, Snapchat’s evolving ad solutions and community-driven approach highlight its commitment to growth and relevance in an increasingly competitive digital ecosystem.

LinkedIn’s Bold Moves in Video Advertising

LinkedIn is stepping up its game in video advertising, unveiling innovative solutions to meet the growing demand for video content. With a 36% year-over-year increase in video watch time and 1.4x more engagement than other post types, LinkedIn is proving the power of video in connecting with professionals. From "First Impression Ads" to expanded Connected TV placements and enhanced Event Ads, the platform is offering brands fresh ways to engage their audience. For a deeper dive into LinkedIn’s NewFronts announcements, check out our latest Trend Tracker blog!

Elevate your brand with SparkShoppe’s expert marketing solutions. Connect with us today to lead the way to success!

Marketing Trend Tracker - Series 19

Thu, 15 May 2025 15:59:11 GMT

The rapidly changing world of marketing and technology is ushering in significant trends reshaping how brands connect with audiences. Recently, established companies have been venturing into standalone app creation to address niche consumer needs, as seen with Instagram's "Edits" app for video creators and Instacart's "Fizz" app simplifying party planning. Meanwhile, advertising options are rapidly expanding both online and in-store, with Hy-Vee's partnership with Grocery TV revolutionizing retail media and LinkedIn launching advanced video ad tools to capitalize on rising engagement. Together, these developments underscore a broader shift towards personalized, data-driven strategies. Read on to see how companies are meeting the growing expectations of today’s consumers.

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Instagram Launches New App “Edits”

Instagram has officially launched "Edits," its new video editing app aimed at rivaling CapCut, the popular tool from TikTok’s parent company ByteDance. Designed to streamline video creation, Edits offers creators an all-in-one platform with features like multi-channel editing, project management, trending Reels discovery, and advanced video effects such as AI-powered animations and green screen capabilities. Notably, users can capture videos up to 10 minutes long, add captions, royalty-free music, and download content without watermarks for cross-platform sharing.

While the app is initially free to use, Instagram’s Adam Mosseri hinted that some advanced AI features may require payment down the line due to high computational costs. With easy access via Instagram logins and a robust suite of tools, Edits is positioned as a powerful resource for creators looking to elevate their content. If you're serious about video creation, this is definitely an app to explore.

Instagram continues to enhance Edits with its first round of updates just a week after launch , adding 125 new fonts and 15 voice effects to customize text and voiceovers. Edits now includes an "Apply all" feature, enabling users to apply filters, effects, and transitions across all clips with ease, expediting the editing process. These updates build on the app’s robust original features, and Instagram plans to roll out weekly updates to expand functionality further.

Instacart Releases A Party-Planning Gamechanger

While Instagram focuses on creative tools, Instacart is simplifying social gatherings with "Fizz," a standalone app that makes ordering drinks and snacks for events easier than ever. Designed for modern party planning, Fizz offers features like $5 flat-rate delivery, group ordering, and automatic payment splitting. Users can collaboratively build a single cart, paying only for the items they select, which eliminates the hassle of coordinating orders. The app covers a wide range of categories all sourced from retail partners like Kroger and Safeway.

Fizz has also integrated with Partiful , a popular event planning platform that allows hosts and guests to coordinate effortlessly. Users can create event invites through Partiful and link them to a shared Fizz cart for streamlined shopping and preparation. The app’s convenience is further enhanced by same-day delivery options, enabling users to avoid last-minute store runs. Available for users aged 21 and over, Fizz operates on iOS, Android, and its web platform, offering accessibility to a broad audience. With its focus on convenience and collaboration, Fizz is set to transform how people plan and organize parties.

Hy-Vee and Grocery TV Redefine In-Store Advertising

Hy-Vee has emerged as a trailblazer in retail media networks by becoming the first retailer in Grocery TV’s network to implement a closed-loop measurement solution. This collaboration is a significant milestone for in-store advertising, integrating advanced performance tracking into Hy-Vee’s RedMedia platform. The solution allows brands to directly link campaign impressions with sales outcomes, offering a level of transparency and actionable insights rarely seen in physical retail spaces.

Key features of this system include faster access to data, the ability to scale campaigns across multiple retailers, and custom study designs that measure incremental reach and store-level impact. These capabilities empower brands to assess the effectiveness of their campaigns with greater accuracy. For instance, advertisers can now measure both return on ad spend (ROAS) and incremental ROAS (iROAS) across campaigns.

Early testing has revealed impressive results, with CPG brands achieving an average 4.7x ROAS when advertising through Grocery TV’s network. Hy-Vee’s Chief Marketing Officer, Kathryn Mazza, noted that this innovative capability provides brands with the tools to make informed decisions, optimize their media investments, and improve overall performance. By offering tailored campaign options and granular impact measurements, this partnership redefines what brands can achieve through in-store advertising. It sets a high benchmark for accountability and effectiveness in the retail media sphere, paving the way for other retailers to follow suit.

LinkedIn’s Innovations in Video Advertising

While Hy-Vee and Grocery TV are driving change in physical retail spaces, LinkedIn is making strides in the digital advertising world. During its first-ever presentation at NewFronts 2025, LinkedIn unveiled new video ad options that capitalize on the platform’s rising video engagement. Video content on LinkedIn has seen a remarkable 36% year-over-year increase in watch time, generating 1.4x more engagement than other types of posts. These statistics underscore the increasing importance of video in connecting with LinkedIn’s professional audience.

To help brands leverage this trend, LinkedIn introduced several tailored solutions. One highlight is the new "First Impression Ads," a vertical-video ad format that allows brands to be the first ad their target audience sees in-stream. This prominent placement provides a broadcast-like presence, ensuring that brands capture attention right from the start.

Additionally, LinkedIn expanded its Connected TV placements, allowing video promotions to reach audiences on platforms like Roku, Paramount, and Samsung Ads. This feature gives brands access to a larger pool of viewers and further diversifies their reach beyond LinkedIn’s feed. Another enhancement is the updated BrandLink, which allows video ads to appear alongside approved publisher and creator content, fostering trust and relevance.

Event Ads, another focus, now offer expanded promotional capabilities , enabling brands to amplify their LinkedIn-hosted events and derive greater value from them. These features collectively align with LinkedIn’s commitment to meeting the growing demand for video advertising and providing brands with tools to drive engagement. Notably, in-stream LinkedIn video ads already deliver 2x the average video completion rate, illustrating their effectiveness in capturing audience attention. For brands, these ad innovations offer exciting opportunities to connect with their audiences in new and meaningful ways.

Elevate your brand with SparkShoppe’s expert marketing solutions! Our experienced team is here to help you stay ahead of trends and achieve lasting success in a fast-changing market. Don’t wait— connect with us today and start paving the way for your brand’s brightest future!

Public Relations and Marketing: Better Together

Tue, 06 May 2025 13:44:37 GMT

Marketing attracts your audience. Public Relations (PR) earns their trust. Alone, they're valuable. Together? They're pure gold. But too often, these two essential teams often work in isolation, leaving incredible opportunities on the table. It's time to move beyond these separate efforts and learn how to align them and embrace the power of their unified strength.

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PR and Marketing: Who's Who?

Before we dive into how to align PR and Marketing efforts, we need to break down their roles. The Public Relations Society of America defines PR as "a strategic communication process that builds mutually beneficial relationships between organizations and their publics." To do this, PR shapes a brand's reputation by telling its story, managing relationships with key stakeholders and ensuring a company is well-regarded in the public eye. The American Marketing Association defines Marketing as "the activity, set of instructions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." Marketers focus on promoting products or services to boost sales and creating catchy ad campaigns that make consumers want to hit "Buy Now."

Now that we have a clear picture of the roles of PR and Marketing, the question becomes: how do we bridge the gap between these two powerful functions and harness their collective strength? Here are 5 actionable steps to take to align your PR and Marketing efforts for maximum impact.

1. Define Shared Goals

Whether you want to increase brand awareness or launch a new product successfully, PR and Marketing alignment must begin with a unified understanding of goals . Teams should collaborate to define these objectives, which will ensure a coordinated and impactful approach.

2. Collaborate on Messaging

Conflicting messages can undermine a company or person's credibility because nothing screams "we're disorganized" like mixed messages. To avoid sending mixed signals, it's important to ensure that PR's narrative and Marketing's call to action are consistent. Across all platforms, from social media campaigns to press releases, a cohesive tone, story and focus needs to be maintained.

3. Share the Metrics

PR tracks things like earned media mentions, and Marketing tracks things like clicks and conversions. While both metrics are important on their own, together, they tell a bigger story . Pooling both teams' data together can help uncover insights, develop a more comprehensive understanding of how a company, product or service is being received, and overall impacts emerge that neither team could find alone.

4. Develop Joint Campaigns

Think integration . For example, when the PR team lands an interview for a company's CEO in a top-tier publication, the Marketing team can blast that content across newsletters, social media and ads, expanding the reach and impact.

5. Consistent Communication

No partnership thrives without communication. Scheduling a recurring meeting for both teams to share updates, provide feedback and ensure they stay aligned on strategy and execution is important. Whether it's a 15-minute weekly check-in or a monthly review, maintaining a cohesive work relationship will help keep the collaboration running smoothly.

Crisis Mode? Double Team It

Once aligned, when the unexpected strikes , PR and Marketing are an unstoppable duo. PR jumps in first, managing the fallout, calming the waters and crafting the narrative. Meanwhile, Marketing adjusts campaigns to respond appropriately, showing empathy and offering practical solutions. Together, they minimize the damage and start rebuilding goodwill. This partnership in a crisis not only protects the brand but can also turn a bad moment into an opportunity to demonstrate its values.

Making the Business Case for Collaboration

If you're wondering about return on investment (ROI), PR and Marketing have you covered. Integrated efforts often deliver better results than isolated ones. When PR earns top-tier media mentions, the Marketing team can amplify this exposure through targeted digital ads, leading to both brand credibility and sales solutions. Marketing and PR collaborators also help reduce redundant efforts and wasted resources. Why run parallel campaigns when you could work jointly towards common objectives? This will not only save you money but it also ensures stronger results by creating a seamless brand identity.

A Glimpse Into the Future

The future of PR and marketing is integrated; there's no doubt about it. The rise of digital tools, real-time analytics and omnichannel strategies is bringing these disciplines closer together. By breaking down these work silos, brands can bridge the gap to create campaigns that hit harder, move faster, deliver better ROIs and thrive in an increasingly competitive landscape.

The bottom line is, PR and Marketing are better together. When they team up, they're like the two halves of a heart, working in sync to build trust, attract attention and drive impact. If your teams are still working in isolation, now's the time to change that. Start with shared goals, regular collaboration, and unified messaging and watch as your campaigns go from good to unstoppable.

Contact SparkShoppe today , and let our team help you create breakthrough, unified Marketing and PR campaigns that build trust and drive action.

Marketing Trend Tracker - Series 18

Mon, 28 Apr 2025 14:19:36 GMT

The marketing playbook is being rewritten, and Generation Z is holding the pen. As the first generation to grow up with social media embedded in their everyday lives, Gen Z is redefining how brands interact with audiences —not just their peer group, but across all age demographics. Their insistence on authenticity, cultural relevance, and community-driven experiences is forcing a shift that reaches far beyond their own generation’s preferences. Now, marketers are adapting strategies to reflect these values, opting for personalized, omnichannel approaches and social-first campaigns that resonate across generations.

This installment of the Trend Tracker Series examines how the Gen Z effect is reshaping brand strategies around the world. From their influence on search behaviors to their desire for group experiences, we’ll explore what these evolving preferences mean for marketers aiming to connect with audiences at every level. Get ready to uncover how Gen Z is reshaping the industry one campaign at a time.

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How Gen Z Is Redefining the Way We Search

For years, Google has been the go-to for online search, so much so that “Googling” became synonymous with looking something up. But Gen Z is rewriting the rules, favoring trend-driven social platforms like TikTok, Instagram, Reddit, and YouTube over traditional search engines. Compared to Gen X, Gen Z uses Google 25% less , gravitating toward content found through social search instead. What’s behind this shift? Three major factors explain the move: a demand for faster, visual results; a need for authenticity and trust; and a preference for discovery through social media algorithms.

When searching for a recipe, for instance, Gen Z avoids lengthy backstories on traditional sites and chooses short-form videos that cut straight to the action. Social platforms’ sophisticated algorithms serve up highly tailored content that aligns with users’ interests, introducing brands in a more organic and passive way . This means a short video on TikTok might spark curiosity, leading to deeper research on Instagram or Reddit, and ultimately driving high-intent searches. Platforms like Reddit appeal for their honest, community-driven discussions, where users feel they’re part of a genuine conversation, not sitting through a sales pitch. Many people now end their searches with "Reddit" to bypass traditional search results and dive straight into Reddit's authentic insights. Reddit recognized this trend and adapted by introducing a dedicated search and answers section.

Meta’s recent study of Gen Z’s content habits reinforces how this generation is reshaping online interactions. According to Meta, 67% of Instagram and Facebook users aged 18-24 actively share short-form videos as a way to connect with loved ones, underlining the importance of creating shareable, joyful content. Short-form videos also act as a powerful "qualitative search engine," serving as a source of inspiration and decision-making for everything from recipe ideas to self-development topics. The study further highlights the importance of repeat brand exposure across multiple social touchpoints to solidify connections, with 78% of respondents saying they’re most likely to discover new products in video formats. These insights underscore the growing need for personalized, visually engaging, and relevant content designed for seamless sharing and discovery.

Eventbrite’s recent campaign is a great example of how brands can leverage these changing search habits. The global events marketplace used TikTok’s Search Ads Campaign solution , which allows brands to place ads in search results with keyword targeting, to directly engage with younger audiences. By tapping into TikTok’s 3.2 billion daily searches and the fact that 23% of users search within 30 seconds of opening the app, Eventbrite saw a 66% increase in click-through rates. This targeted approach helped Eventbrite connect with Gen Z and millennials on one of their preferred platforms by offering relevant, search-driven content without feeling intrusive.

Even if Gen Z isn’t your target audience today, it’s only a matter of time before they become a key demographic. Brands can no longer rely on Google and SEO alone to reach their audiences. To stay ahead, marketers need to establish a consistent presence across social platforms, creating content that feels natural, conversational, and aligned with this generation’s values. By integrating tools like TikTok’s Search Ads Campaign into their strategies, brands can meet Gen Z where they are and proactively build meaningful connections. Companies that successfully adapt now will be well-positioned to win over this digital-native generation.

Lowe’s Pivots to Sports Video Games

In addition to shifting social strategy more brands are experimenting with gaming. A thriving industry that offers unique opportunities for immersive and interactive brand experiences. This brings us to Lowe’s bold move to step into the world of gaming with a partnership that redefines how it connects with these digitally savvy consumers.

Lowe’s is stepping into the gaming world through a partnership with EA Sports, integrating its brand into popular franchises like Madden NFL, EA Sports FC, and College Football. This move aims to connect with digitally savvy Gen Z and millennials, leveraging in-game integrations and rewards to spotlight its MyLowe’s Rewards program. By tapping into gaming as a mainstream entertainment channel, Lowe’s is innovating its marketing approach to build loyalty with younger, hard-to-reach audiences. The effort aligns with their broader sports marketing strategy and emphasizes connecting with consumer passions in unique and immersive ways.

Coca-Cola Revives the “Share a Coke” Campaign

Another brand with their sights set on Gen Z is Coca-Cola. The soda icon has breathed new life into its iconic "Share a Coke" campaign, tailoring it to resonate with Gen Z's desire for personalization and immersive experiences. The refreshed campaign offers consumers the ability to customize bottles and cans using a QR code-powered digital hub, along with the Memory Maker feature that lets users create and share videos. These updates reflect Coca-Cola's push to blend digital and physical experiences, bringing their brand closer to digitally savvy young consumers who value authentic, shareable moments. The campaign taps into Gen Z’s unique habits, bridging online interactions with meaningful connections in real life.

Expanding its reach beyond digital, Coca-Cola has incorporated an in-person element through a personalized Experience Tour. Stopping at college campuses, sporting events, and music festivals, the tour gives fans opportunities to customize cans and stickers while engaging directly with the brand. This blend of real-world and online activations aligns with Coca-Cola’s “Real Magic” platform, emphasizing genuine relationships through everyday moments. With the campaign supported by video content across TV, social media, and other platforms, Coca-Cola aims to redefine how it connects with the next generation of consumers while celebrating the campaign's legacy of fostering community and connection.

The future of marketing is being shaped by the values of Gen Z, and the time to adapt is now. From leveraging personalized campaigns to exploring the power of social search and immersive digital experiences, there’s never been a greater opportunity to connect authentically with this influential generation. At SparkShoppe, we specialize in helping companies stay ahead of the curve, crafting innovative strategies that resonate with today’s audiences. Reach out to our team of experts and discover how we can position your brand for success in a rapidly evolving digital world.

Size Matters: 2025 Social Sizing Guide

Tue, 22 Apr 2025 16:15:52 GMT

Perfecting your social media game starts with nailing one key detail: sizing. From profile pics to post images, every platform has unique size requirements. To make your content shine, you need to know these dimensions inside and out. Want to become a pro at perfecting post sizes? Check out these tips and tools to level up your social media game!

Mastering social media sizes in 2025 doesn’t mean memorizing every pixel. Instead, cheat sheets are your best friend! Hootsuite’s updated 2025 guide offers a detailed list of image sizes across platforms, covering all your organic social media needs.

When it comes to digital ads, size plays a critical role in both appearance and performance. Facebook’s ad guide is a goldmine, sharing not just optimal dimensions but also best practices. Google’s support center also provides essential specs for display ads, along with recommendations for uploading. If you do not have the bandwidth to make 10 sizes for each display campaign, focus on these five high-performing dimensions: 336x280, 300x250, 728x90, 300x600, and 160x600.

Social media sizing might feel overwhelming at first, but it’s easy to manage with the right tools. Cheat sheets keep your visuals polished and professional. But keep this in mind—social media evolves constantly. What works now might not work tomorrow.

Stay ahead of the curve! Follow SparkShoppe’s blog for updates on all things digital, and if you’re ready to take your online presence to the next level, schedule a meeting with us today.

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The Best Times To Post In 2025

Mon, 21 Apr 2025 17:52:52 GMT

The landscape of social media user activity continues to evolve in 2025, bringing new opportunities to fine-tune your posting strategy. Knowing when your audience is most active can help boost your organic reach.

Across social media, the best time to post is on mid-week days, Wednesday and Thursday, from 7 am to 9am, 1 pm to 3 pm, and 7 pm to 9 pm. However, platforms tend to differ in what times are optimal. Check out the results from the following social media sites:

TikTok
Best Time: 10 am and 12 pm
Best Day: Tuesday and Thursday

Instagram
Best Time: 7 am to 9 am and 11 pm to 2 pm
Best Day: Thursday, Monday, Friday

Facebook
Best Time: 7 am to 9 am

Best Day: Tuesday and Wednesday

LinkedIn
Best Time: 10 am to 12 pm

Best Day: Tuesday, Wednesday and Thursday

Twitter (X)
Best Time: 9 am to 11 am, and around 1 pm
Best Day: Tuesday, Wednesday and Thursday

Pinterest
Best Time: 8 pm, 4 pm, and 9 pm
Best Day: Sunday, Monday, and Tuesday

YouTube
Best Time: Between 2 pm to 4 pm on weekdays and 9 am to 11 am on weekends
Best Day: Thursday and Friday

While the timing of a post can certainly assist in gaining traction, the ultimate result depends on the post’s quality and creativity. The best times to post on social media are not always universal and can differ based on your audience's unique habits. Testing various posting times and analyzing performance metrics is key to discovering what truly drives engagement for your brand.

At SparkShoppe, we can help tailor your marketing strategy to fit your company’s needs. Contact us today to get started!

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The Meta AI Evolution: Bots, Engagement, and the Future of Social Interaction

Thu, 10 Apr 2025 19:34:21 GMT

Remember the early days of the Internet? Digital bots were the unruly disruptors, the digital equivalent of that persistent telemarketer. They clogged feeds with spam, automated shady schemes, and spread misinformation like a digital wildfire. But fast forward to today, and those once-rogue bots have pulled off a serious glow-up, transforming into surprisingly valuable tools for sparking engagement, fueling creativity, and even offering a semblance of companionship. Leading this evolution is Meta, who is boldly rewriting the rules of how AI-driven bots function and, perhaps more significantly, how they are perceived.

Now, AI is vying for our attention through comment suggestions, personalized virtual assistants, and a standalone app. Meta is planting its AI roots deeper than we could have possibly imagined just a few short years ago. So, how did we get here, and more importantly, what does it all mean for our digital lives?

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Bots of the Past

Rewind a handful of years, and bots were infamous for clogging up social media platforms with unwanted spam, fake followers, and sketchy comments. Who didn’t get annoyed when their Instagram post attracted “DM us for a collab!” from a bot account? These weren’t real connections; they were empty noise, often irritating and sometimes downright harmful. Platforms like Facebook and Twitter were in a constant arms race, pouring significant resources into trying to eradicate them and restore a sense of authenticity and trust.

Back then, the idea of bots “blending in” with real users felt like a digital invasion. Bots distorted the metrics we rely on, subtly manipulated opinions, and placed our personal data at risk. Whether linked to scams or fake news campaigns, few internet users and even fewer platforms were cheering for their survival.

Bots Today

Fast forward to the present, and the script has been completely flipped. Bots are no longer the digital villains we loved to hate. They’re now being positioned as the unsung heroes of digital innovation. Under the guidance of platforms like Meta, bots are being polished, becoming productive, and, dare we say, personable.

Take Meta’s recent rollout of AI bot profiles, for instance. These bots aren’t just lurking in the shadows anymore. They come with bios, profile pictures, and personalities that could rival some of your most entertaining friends. Imagine casually chatting with a bot about the latest food craze or having a witty, AI-generated meme pop up in your feed, eliciting a genuine chuckle. These bots aim to inject a new kind of personality and energy into our online communities while also intelligently engaging with users.

That’s not all. As we highlighted in our recent Trend Tracker, Meta has upped its tech game by designing custom AI chips specifically to keep this entire operation running smoothly and cost-efficiently. These chips support the heavy computational demands of training Meta’s AI bots, with the goal of making them smarter, faster, and way more useful.

While Meta is going above and beyond to push out its AI, the jury is still out on how people really feel about this takeover. Consumers are eyeing these new tools with a touch of skepticism, wondering if those enthusiastic AI comments are the real deal or just digital noise – a concern highlighted by Meta's own AI account clean-up. Businesses, however, seem more drawn to the potential for boosted engagement, even if the line between genuine and artificial feels a little blurred. While we're seeing some consumer openness to AI in areas like shopping , that core social connection feels different.

Get Ready for an Influx of Bots

Bots today aren’t just a handful of accounts scattered across a platform. Meta is going all-in with the plan to introduce millions of these bot profiles. These profiles aren’t designed to be easily spotted; they’re intended to seamlessly integrate into our feeds, sharing content, casually liking posts, and even posting comments that feel so real you might never suspect they’re automated.

It’s an ambitious vision, but it also raises some important questions. Could an overload of artificial interactions change the tone of social media? Will humans feel like valued participants, or could these bots outshine the creators they’re meant to support? While Meta insists these bots are here to “boost engagement,” many wonder whether we’ll lose something intangible along the way.

How Meta plans to Unleash its Bots Into Wins

One of Meta’s headline features is the introduction of AI-generated comments . Gone will be the days of handcrafting responses to your friend’s vacation selfies; now, bots can churn out pre-made lines like “This looks amazing!” or “Wish I was there!” This AI feature is specifically designed for those moments when users want to stay connected, but the time or inspiration to type out a thoughtful reply just isn’t there. While it might keep those engagement metrics up, some argue it could water down the authenticity of our social interactions. Are we truly “engaging” if bots do the digital small talk for us?

Through AI Studio, Meta will also allow creators and users to craft customized AI assistants with unique voices. You can give your bot a serious tone or a bubbly, upbeat personality. For creators, this feature could reimagine fan interactions. On the flip side, at what point does this personalized AI start to replace genuine human connection?

But Meta isn’t stopping there. They’re taking their AI ambitions a step further with the future-intended Meta AI standalone app . This isn’t just another feature tucked away in an existing platform; it’s a dedicated space promising AI-powered companionship, personalized recommendations, and real-time assistance, all neatly packaged in one app. This move signals Meta’s intent to make AI an indispensable part of our everyday lives. With rumors of paid subscription tiers offering even more robust features, this is undoubtedly an attempt to not just keep up with but potentially outshine rivals like ChatGPT.

The Paradox of Social Media’s AI Push

Here’s the big twist. The very bots we spent years actively trying to avoid are now, for the most part, being welcomed with open arms - or at least cautious curiosity. The key difference? Control and intent. Platforms like Meta are positioning themselves as the gatekeepers, crafting bots that work for us rather than against us.

But the challenges remain. How do you balance innovation with authenticity? How do you ensure bots enhance social interaction rather than replacing it? And perhaps most importantly, will users continue to feel “social” when an increasing number of engagements are with AI entities rather than real people?

Stay ahead in marketing! Follow the SparkShoppe blog for the latest trends, insights, and news.

The New Playbook: How NIL Deals Are Reshaping Sports Marketing

Fri, 04 Apr 2025 13:22:37 GMT

The NCAA Tournament isn’t just about buzzer-beaters and Cinderella stories—it’s a massive stage for brands. With the rise of Name, Image, and Likeness (NIL) deals, marketing is shifting from traditional ads to direct athlete partnerships. Here’s how NIL is changing the game for brands and players alike.

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1. The Star Power Surge: Cooper Flagg and National Brand Domination

Brands aren’t just running generic tournament ads anymore—they’re locking in top athletes. Take Cooper Flagg. As a freshman phenom at Duke, he’s already partnered with Gatorade, Fanatics, and New Balance . But this isn’t just about logos; it’s about storytelling. Gatorade’s campaigns showcase Flagg’s grind, making their ads feel more real than a typical sports drink spot. The takeaway? Brands are shifting toward athletes’ personal brands, using their stories to build real connections with fans.

2. Beyond the Court: Mark Sears and the Local-to-National Brand Connection

Big brands aren’t the only ones making moves—local and regional partnerships are becoming a powerful marketing play. Just look at Mark Sears and CAVA . The fast-casual Mediterranean chain isn’t just running ads; they’re strategically aligning with Sears, a rising basketball star, to connect with fans authentically. By featuring him in digital content, local activations, and community initiatives, CAVA strengthens brand recognition and builds trust while reinforcing its cultural relevance. For CAVA, this isn’t just about a single campaign—it’s a strategic step toward national expansion. Partnering with an athlete who embodies both regional pride and broader appeal helps them grow beyond their core markets and reach new audiences. The right athlete, at the right time, can turn a local favorite into a household name.

3. The Social Media Game Changer: The Power of Athlete Influence

USC Trojans star guard, JuJu Watkins, is a prime example of how college athletes are capitalizing on NIL deals. With her NIL valuation approaching $1 million— currently at $739K —she’s the face of Mondelez's March Madness campaign , starring in a TV commercial. Watkins is proving just how much influence a single athlete can have. Beyond Mondelez, she’s teamed up with major brands like Degree Deodorant, Nike, United Airlines, State Farm, NYX Professional Makeup, and Gatorade . Her impressive roster of endorsements shows the wide-reaching impact top college players can have for all types of brands.

NIL deals aren’t just shaking up brand partnerships—they’re transforming the entire sports marketing game. College athletes have become more than just rising stars—they’re now influencers with loyal followings. Instead of broad sponsorships, brands are leaning into player-driven campaigns, creating more personal and authentic connections with fans through social media and branded content. This shift is shaping a more interactive and engaging marketing landscape, keeping audiences connected year-round.

The NCAA College Basketball Tournament is a prime example of this shift. NIL deals, athlete influence, and social media have taken center stage, pushing brands away from traditional ads and toward real partnerships that truly resonate with fans. This isn’t just a passing trend—it’s a new era in sports marketing, redefining how brands engage with audiences during major events.

Stay ahead in marketing! Follow the SparkShoppe blog for the latest trends, insights, and news.

Meta's New Scratch & Sniff Ads: A Game-Changer in Digital Marketing

Mon, 31 Mar 2025 18:58:00 GMT

What Are Spirit-Based RTDs?

Spirit-based RTDs are pre-packaged, ready-to-drink beverages crafted with popular spirits like vodka, tequila, rum, or whiskey. Unlike malt-based beverages, which derive their alcohol content from brewed malt or sugar, spirit-based RTDs leverage high-quality liquors to deliver a premium drinking experience.

These cocktails come pre-mixed with ingredients like soda, fruit juice, or other complementary flavors, making them ideal for consumers who want a portable, no-prep option for enjoying their drinks. Brands like High Noon, Surfside, and even new entries like Crystal Light Vodka Refreshers are leading the charge in this growing category.

However, where these spirits-based RTDs can be purchased varies by state. Despite often having the same or even lower alcohol content, they can only be sold in grocery stores in 32 states and convenience stores in 30 states, adding a layer of complexity to their accessibility.

Key characteristics of spirit-based RTDs include:

High-quality base alcohols like vodka or tequila.
A variety of refreshing and unique flavors.
A focus on premiumization, offering a more elevated taste experience compared to malt-based counterparts.

With their convenience and quality, spirit-based RTDs are quickly becoming a staple at parties, outdoor events, and casual gatherings.

Meta has just launched its latest feature— Scratch & Sniff Ads ! Imagine scrolling through your feed and encountering an ad that doesn't just capture your attention visually, but engages your sense of smell. From the fresh aroma of coffee to the scent of a new car, this new feature brings an entirely new level of sensory experience to digital marketing.

Brands now have the opportunity to connect with consumers on a deeper level by integrating scents into their campaigns. Picture smelling freshly baked goods while reading about a bakery's special offer, or experiencing the luxury of a car’s leather seats through scent while learning about its latest model.

This move marks a huge step in the future of digital marketing, where immersive experiences will soon become the norm. AI will continue to play a pivotal role in enhancing personalization, and as technology evolves, we can only imagine the next big sensory leap in advertising.

But, April Fools! ��

Scratch & Sniff Ads may not be a reality just yet, but AI is already revolutionizing marketing. Expect even more innovative, personalized campaigns powered by AI in the near future.

Happy April Fools’! ��

Keep up to date on the latest marketing news through our blog !

Saratoga Spring Water Goes Viral

Thu, 27 Mar 2025 19:36:10 GMT

What do premium bottled water, a banana peel, and a 3:52 a.m. wake-up call have in common? For Fitness Influencer Ashton Hall, they’re all elements of his now-viral morning routine video that has social media buzzing. The surprising result? Saratoga Spring Water, a premium water brand, has found itself in the spotlight, with stock surges of its parent company and a spike in Google searches for the brand all thanks to Hall’s eccentric ritual.

Over the weekend, Ashton Hall, a former college running back turned fitness influencer, shared a video that quickly gained traction online. The video showcases his intense morning routine, which starts at an eyebrow-raising 3:52 a.m. His regimen includes journaling, a rigorous workout, and a skincare hack involving rubbing a banana peel on his face. But the true star of the video? Saratoga Spring Water, which was featured prominently from being the centerpiece of his ice bowl facial dunk to appearing continuously in the background.

For those of us at SparkShoppe, the buzz around Saratoga Spring Water feels especially close to home. The brand originated right in our company’s own backyard, and seeing its distinctive blue glass bottles take center stage on a global platform is an intriguing phenomenon.

What Are Spirit-Based RTDs?

Key characteristics of spirit-based RTDs include:

High-quality base alcohols like vodka or tequila.
A variety of refreshing and unique flavors.
A focus on premiumization, offering a more elevated taste experience compared to malt-based counterparts.

With their convenience and quality, spirit-based RTDs are quickly becoming a staple at parties, outdoor events, and casual gatherings.

The video didn’t just attract fitness enthusiasts. It sparked a wave of parodies, memes, and chatter online, making Saratoga Spring Water a hot topic across social media. The interest was so significant that Primo Brands Corporation, Saratoga’s parent company, saw a noteworthy jump in stock values early Monday morning . Interestingly, Hall isn’t even sponsored by Saratoga Spring Water—at least, not yet; Primo Brands revealed they reached out to the influencer about a possible brand deal. The luxurious image of the brand was Hall’s own deliberate choice, likely meant to symbolize his “aspirational” lifestyle. Whether intentional or not, the influencer’s video has put Saratoga’s sleek blue bottles in the hands of countless consumers virtually and perhaps literally soon enough.

The company responded to the viral buzz with a measured approach. While they didn’t participate in the humor or create content bouncing off the trend, they did subtly acknowledge it through a series of sleek, stylized Instagram posts in line with their brand’s polished aesthetic.

From a digital marketing lens, Saratoga Spring Water’s response raises an interesting question about brand strategy during viral moments. The company’s choice to stick to its established image rather than lean into the outlandish trend presents two schools of thought. Some might argue that Saratoga missed an opportunity to ride the wave of internet humor. Viral trends thrive on engagement, quick wit, and relatability. By not creating quirky or offbeat content to match the tone of Hall’s video and its parodies, the company could be seen as opting out of an accessible, low-cost marketing boon.

On the other hand, Saratoga Spring Water’s restraint aligns fully with its premium positioning. High-end brands often thrive on exclusivity and consistency, and Saratoga’s choice to maintain its refined tone keeps it aligned with its core identity. Deviating into memes or playful videos might have undermined its image as a premium water brand. After all, the buzz was already working in their favor without needing to sacrifice brand integrity.

Both strategies have their merits, and Saratoga Spring Water’s approach speaks to the importance of understanding your brand identity and staying true to it. While humor and trends drive engagement, they’re not always suitable for every player in the game. Even though the company chose to sit back and enjoy the viral momentum this time, this doesn’t mean they can’t explore partnerships with influencers like Hall in the future.

For now, it’s a lesson in organic brand power. Without spending a penny, Saratoga Spring Water has found itself at the center of a cultural moment. Whether it was Hall’s cheeky nod to luxury or the internet’s obsession with absurd morning routines, sometimes the best marketing moves are the ones that happen without trying. Retailers carrying the brand have taken advantage of the moment as well through noticeable aisle displays featuring the cobalt blue water bottles.

Saratoga Spring Water’s viral fame highlights the unpredictable nature of modern marketing. While some brands might jump at the chance to ride the coattails of an internet trend, others, like Saratoga, prove there’s strength in staying consistent. The debate on which approach works best will always depend on the brand. What’s clear, though, is that a strong identity and the ability to adapt when needed are key to thriving in the chaotic digital landscape.

For now, Saratoga Spring Water finds itself in a unique position, basking in the glow of unexpected virality. Whether or not they choose to capitalize on this momentum in the long run, one thing’s certain—those blue glass bottles are making a splash.

Keep up to date on the latest marketing news through our blog !

Shaking Up the Market: The Rise of Spirit-Based RTDs

Tue, 25 Mar 2025 16:42:04 GMT

Over the past few years, the ready-to-drink (RTD) beverage market has undergone a remarkable transformation. While traditional malt-based seltzers once dominated this space, the recent surge in spirit-based RTDs has introduced a new wave of innovation and excitement for consumers. These cocktails-in-a-can are changing the way people enjoy their favorite drinks, combining bar-level quality with unmatched convenience. Join us as we uncover why spirit-based RTDs are outpacing the competition and what this means for the future of the beverage industry.

What Are Spirit-Based RTDs?

Key characteristics of spirit-based RTDs include:

High-quality base alcohols like vodka or tequila.
A variety of refreshing and unique flavors.
A focus on premiumization, offering a more elevated taste experience compared to malt-based counterparts.

With their convenience and quality, spirit-based RTDs are quickly becoming a staple at parties, outdoor events, and casual gatherings.

Key characteristics of spirit-based RTDs include:

High-quality base alcohols like vodka or tequila.
A variety of refreshing and unique flavors.
A focus on premiumization, offering a more elevated taste experience compared to malt-based counterparts.

With their convenience and quality, spirit-based RTDs are quickly becoming a staple at parties, outdoor events, and casual gatherings.

Key characteristics of spirit-based RTDs include:

High-quality base alcohols like vodka or tequila.
A variety of refreshing and unique flavors.
A focus on premiumization, offering a more elevated taste experience compared to malt-based counterparts.

With their convenience and quality, spirit-based RTDs are quickly becoming a staple at parties, outdoor events, and casual gatherings.

Factors Driving the Growth of Spirit-Based RTDs

Several factors have contributed to the meteoric rise of spirit-based RTDs, including evolving consumer preferences and innovations in the beverage industry.

Evolving Consumer Preferences

Gone are the days when consumers settled for generic beer or wine coolers. Today, people are looking for convenient options that deliver on both flavor and quality. Spirit-based RTDs simplify the experience by removing the need for mixers, cocktail tools, or guesswork. Whether you're hosting a party, relaxing at a friend’s house, or enjoying a movie night at home, these ready-to-enjoy beverages make it easy to elevate any occasion.

Additionally, the shift toward healthier drinking habits plays a role. Many RTDs come with lower alcohol-by-volume (ABV), fewer calories, and reduced sugar content, appealing to health-conscious buyers. For example, Crystal Light Vodka Refreshers, launched by Kraft Heinz, highlights this by offering just 77 calories per serving with no sugar or carbs.

Premiumization and Celebrity Endorsements

The elevated quality of spirit-based RTDs is driving more discerning consumers to the category. Brands like Minute Maid and Surfside have focused on offering unique flavor combinations, from vodka-infused lemonade punches to iced tea cocktails. Brands are capitalizing on current trends, such as low-sugar offerings, exotic botanicals, and globally inspired profiles, keeping the category fresh and exciting.

Meanwhile, the category has also embraced bold, fun, and sophisticated branding. For instance, BeatBox Beverages partnered with NBA Legend Shaquille O’Neal to launch a new flavor, Blueberry Lemonade, known for its zany packaging and high ABV. Celebrity endorsements like these add a touch of star power and widen the appeal of RTDs.

New Opportunities for Beverage Giants

Major companies are adapting by launching their own spirit-forward RTDs. The recent releases of Coca-Cola’s Minute Maid vodka lemonade cocktails and Kraft Heinz’s Crystal Light vodka refreshers are prime examples of leveraging household brands to enter this space. These beverages cater to both loyal brand followers and RTD enthusiasts, bridging traditional and modern markets.

Factors Driving the Growth of Spirit-Based RTDs

Several factors have contributed to the meteoric rise of spirit-based RTDs, including evolving consumer preferences and innovations in the beverage industry.

Evolving Consumer Preferences

Premiumization and Celebrity Endorsements

New Opportunities for Beverage Giants

The Future of Spirit-Based RTDs

Spirit-based RTDs represent a seismic shift in the beverage industry. With a compound annual growth rate of 15.4% expected through 2030, the category shows no signs of slowing down.

Emerging trends like non-carbonated drinks, brown liquor-based options, and non-alcoholic RTDs indicate that the space will continue to evolve rapidly. Companies that focus on innovation, high-quality ingredients, and branding will likely dominate this crowded market.

The rise of spirit-based RTDs signals a new era of convenience and quality in the beverage industry. As this sector grows, both consumers and businesses stand to reap the benefits.

The Future of Spirit-Based RTDs

Spirit-based RTDs represent a seismic shift in the beverage industry. With a compound annual growth rate of 15.4% expected through 2030, the category shows no signs of slowing down.

The rise of spirit-based RTDs signals a new era of convenience and quality in the beverage industry. As this sector grows, both consumers and businesses stand to reap the benefits.

Want to stay ahead of the latest beverage market trends? Contact us today to stay ahead of the curve and elevate your marketing strategy!

Content Saturation: Cutting Through the Noise

Thu, 20 Mar 2025 16:07:46 GMT

Do you ever feel like your content is a whisper in an endless buzz of content? No matter how many blogs, videos, or social media posts you create, it’s just not reaching your audience. Welcome to content saturation, the digital version of rush-hour traffic - where everyone is trying to get somewhere, but most of us are just stuck in the jam.

While this might sound discouraging, it’s actually a chance to stand out. With the right approach and understanding of content saturation, you can learn to cut through the noise, turn heads, and connect with your audiences.

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What Is Content Saturation?

Content saturation is exactly what it sounds like. It’s that overwhelming flood of stuff online. Blogs, vlogs, AI-written tweets, TikToks, podcasts, and more, there’s just so much of it. Unfortunately, that sheer volume has made it harder than ever to create something that truly resonates.

It’s fueled by things like copycat content, AI generating bland, cookie-cutter material, and audiences being straight-up tired from scrolling through it all day. With this issue, some might think that they should stop posting entirely, but the key isn’t creating less; it’s creating smarter and more impactful content .

Why Is Content Saturation Even Worse On Social Media?

Social media is the wild west of content saturation. With over 5 billion people scrolling endlessly through different platforms, it’s no surprise that it’s practically bursting at the seams. Brands are cranking out short-form videos, hopping on trends, and flooding feeds. Add in algorithm changes, AI-driven posts, and shrinking attention spans; you’ve got the perfect storm. It’s no longer just brands competing with brands. Now, your content is up against cat videos, viral dance challenges, and even your audience’s grandma’s Facebook posts. Catching someone’s attention on social media now takes strategy and creativity.

How to Cut Through the Noise

Now that you know what you’re up against, how can you actually make your voice heard? Here are some tips:

Give People Real Value - Don’t just regurgitate the same advice or ideas everyone else is sharing. Instead, focus on unique takes backed by solid data or personal experience—bonus points for telling a story that resonates with your audience.
Create Original, Memorable Content - Think twice about jumping on last-minute trends. Is it really showcasing your brand or are you just blending in? Instead, try leaning into originality and exploring fresh formats like live Q&As or behind-the-scenes videos.
Make It Personal - Personalization is the golden ticket! It’s not just about slapping someone’s name on an email. Go deeper. Learn what truly drives your audience so you can engage with them more meaningfully.

4. Think Video-First - If you’re not using video yet, what are you waiting for? From TikToks to Reels, video is where it’s at. Video-first strategies consistently deliver higher engagement and better results in crowded markets. Try short clips, live streams, explainer videos, and see what works best for you!

5. Be Bold, but Back It Up - It's great to take risks but don’t do it blindly. Check your audience data, track what works and refine as you go. Bold content isn’t just flashy; it’s strategic. It challenges norms, tells deeper stories and sticks to clear business goals.

Turning Challenges Into Wins

Content saturation isn’t going anywhere, but it doesn’t mean you’re doomed to be ignored. Instead of drowning in the noise, use it to your advantage. Create content that makes people stop scrolling. Share ideas that matter. Tell stories that stick.

Whether focusing on video, creating boldly original campaigns, or getting more strategic with your posts, the key is to show up with purpose. Content marketing doesn’t need to be about doing it all; it’s about doing the right things in the right way.

Your time to stand out is now. The question is, will your content just add to the noise, or will it make people stop and take notice. Contact SparkShoppe today, and let our team help you create breakthrough content!

Marketing Trend Tracker - Series 17

Thu, 20 Mar 2025 15:51:34 GMT

The world of advertising is undergoing a seismic shift, with advancements in artificial intelligence reshaping how brands connect with audiences and cultural moments like March Madness creating fresh avenues for engagement. This installment of the Trend Tracker Series explores two dominant forces revolutionizing the industry today. First, the rapid expansion of AI is transforming how brands target and engage consumers, with innovations like LinkedIn's refined Predictive Audiences and Meta’s proprietary AI chips leading the way. Second, we examine how brands such as Modelo and State Farm are tapping into the excitement of March Madness to deliver culturally resonant campaigns that captivate their audiences. From game-changing AI updates to standout advertising strategies, we’ll uncover how these trends are driving the evolution of marketing.

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Revolutionizing Ad Targeting: LinkedIn’s Latest AI Update

LinkedIn’s Predictive Audiences leverage AI to refine and expand audience targeting by analyzing platform engagement data alongside first- and third-party inputs like lead gen forms or conversion APIs. This tool identifies patterns and behaviors to create new audience profiles likely to take similar actions as your source data, much like Meta’s Advantage+ targeting. Initially launched in 2023, Predictive Audiences replaced LinkedIn’s Lookalike Audiences, offering a more integrated and effective approach to audience building.

Recent updates enhance its capabilities further, allowing the inclusion of company lists and retargeting sources. These additions are particularly valuable for B2B marketers, enabling more precise exclusions and expanded profiling based on performance insights.

Powering Up: Meta Tests Proprietary AI Chips

Meta is taking major steps in AI by developing its own in-house chips to train artificial intelligence systems, reducing dependency on external suppliers like Nvidia. While currently utilizing 350,000 Nvidia H100 chips , Meta aims to expand its compute power to match nearly 600,000 H100s, potentially leveraging its custom chips to bridge the gap. This advancement could significantly boost Meta’s processing capacity and solidify its position in the highly competitive AI space. Additionally, the move might create external business opportunities, especially as U.S. tariffs and rival chip initiatives from Google, Microsoft, and others shape the landscape. However, DeepSeek's emergence suggests that raw processing power may not be the sole defining factor; how such power is applied could ultimately dictate success, introducing a new dimension to the race for AI supremacy—and unlocking lucrative opportunities to dominate and monetize the advertising market.

Brands Step Up Their Game with March Madness Advertising

Two brands truly stood out among this year’s March Madness advertisers: Modelo and State Farm. Both successfully delivered their brand messages while staying deeply connected to the cultural pulse of their audiences.

Modelo's 2025 "Mark of a Fighter" campaign underscores its commitment to resilience and community spirit, with a renewed focus on college basketball and its core Hispanic audience. Launched on March 5, the campaign includes a 48% boost in college basketball media spending , securing prime placements during March Madness and partnering with DraftKings for a fan challenge featuring prizes. Spanning social media, connected TV, radio, and outdoor platforms, the campaign introduces three new ads—"Cater Crew," "Social Club," and "Mijo"—celebrating everyday perseverance and community values. The majority of the videos spotlight the working class, with a particular focus on Hispanic-led stories. By offering content in both Spanish and English on its YouTube channel , the brand reinforces its commitment to connecting with its core audience. This initiative highlights Modelo’s strategy to solidify its role as America’s top-selling beer, achieved in 2023, by deepening bonds with loyal customers and appealing to new audiences, leveraging relatable stories and diversified marketing efforts.

State Farm’s latest campaign, initially planned for the Super Bowl, has been reimagined for March Madness, highlighting the brand’s adaptability. The ad features Jake from State Farm with a star-studded cast , including Jason Bateman, SZA, Twitch streamer Kai Cenat, and influencer Jordan “the Stallion” Howlett. Drawing on the cultural phenomenon of Batman, the ad humorously depicts Bateman as a less-than-heroic version of the caped crusader. By pivoting to March Madness, State Farm taps into a broad audience while blending sports and pop culture. Using digital, social, traditional media, and influencer content, the campaign connects with a multigenerational audience. It underscores the brand’s cultural relevance, flexibility, and its core message, “There’s having insurance, and there’s having State Farm,” with a strategy built to remain impactful beyond March Madness.

Discover the difference expertise can make with SparkShoppe. Our team of seasoned marketing professionals is dedicated to pushing your brand to new heights while ensuring you stay ahead of emerging industry trends. Reach out today and let us help position your brand for lasting success in an ever-evolving market!

Your Website, Your Way: Vibe Coding for Marketing

Thu, 20 Mar 2025 15:29:11 GMT

It’s no secret that many industries are integrating artificial intelligence into their daily operations. According to a recent McKinsey study, 92 percent of companies plan to invest more in generative AI over the next three years. This trend is making traditionally complex fields like coding more approachable, even for those without prior experience. “Vibe coding,” a term popularized by former Tesla AI executive Andrej Karpathy, uses Large Language Models (LLMs) like ChatGPT to generate code from natural language prompts, where developers describe the intended behavior rather than writing precise code. While this offers clear benefits for developers, how can marketers leverage vibe coding to improve their day-to-day operations?

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Building Custom Landing Page Features

Although website builders like Squarespace offer enough functionality to create clean landing pages, vibe coding allows marketers to develop tailormade solutions. Instead of being limited by pre-built templates, marketers can use natural language prompts to describe the exact layout, interactive elements, and dynamic content they envision. This level of granular control enables marketers to optimize every aspect of the landing page, from visual design to user experience, creating more impactful campaigns.

For example, imagine a marketer wants to create a detailed FAQ section on a landing page but doesn't want it to take up too much space. Traditionally, creating a collapsible FAQ section would require some knowledge of HTML, CSS, and JavaScript. With vibe coding, the marketer could simply prompt:

"Generate a collapsible FAQ section for my landing page. Each FAQ item should have a question as a title and an answer that appears when the title is clicked. ”

The AI would then generate the code to create a functional collapsible menu, allowing users to easily expand and collapse the FAQ items without needing to scroll through a long list. This would enhance the user experience and keep the landing page clean and organized.

Optimizing for Mobile: Reaching Your Audience Anywhere

In today's mobile-first world, ensuring your landing pages look and function flawlessly on smartphones and tablets is crucial. However, adapting a website for various screen sizes can be a technical challenge. This is where vibe coding simplifies the process.

Instead of manually writing complex code, you can use natural language to instruct the AI to optimize your landing page for mobile devices. For example, you could say:

"Make this landing page responsive so it looks good on phones and tablets."

"Adjust the font size and button spacing for smaller screens to make it easier to read and tap on mobile."

"Hide the large image banner on mobile devices and replace it with a smaller, optimized version."

"Ensure the navigation menu collapses into a 'hamburger' menu on mobile."

Essentially, you're telling the AI how you want the page to behave on different devices, and it handles the underlying technical details.

Simplifying Troubleshooting

Maintaining a website can often present technical hurdles. From visual problems to confusing error messages and slow performance, troubleshooting can be time-consuming. Vibe coding offers a practical solution by allowing users to describe their issues in plain language. For example, you might say, "My website isn't displaying correctly on mobile devices," or "I'm receiving an error message regarding a database connection." The AI then analyzes the problem and provides clear, actionable steps, often minimizing the need for direct code editing. This streamlines the troubleshooting process, making it more accessible to users with varying technical backgrounds.

Instead of navigating complex code or spending hours searching for solutions, vibe coding translates your natural language descriptions into practical fixes. Whether it's a plugin conflict, theme incompatibility, or performance bottleneck, the AI can help identify the root cause and guide you towards a resolution. This enables you to address common issues efficiently, ensuring your website remains functional and allowing you to focus on your core objectives.

Considerations and Limitations

The Need for Precise Specifications: Vibe coding relies on natural language prompts, but "natural" can be subjective. If your description is vague or ambiguous, the generated code might not align with your expectations. You'll often find yourself needing to refine your prompts, adding specific details and examples to achieve the desired outcome. This means you still need a clear vision of what you want, even if you're not writing the code directly.

Code Quality: While LLMs are getting better at generating code, they're not infallible. The generated code might contain errors, inefficiencies, or even security vulnerabilities. It's crucial to treat AI-generated code as a starting point, not a finished product. Thorough testing and review are essential to ensure the code functions correctly and meets your quality standards.

The “Black Box” Effect: One of the inherent challenges of working with large language models (LLMs) like those used in vibe coding is the "black box" nature of their decision-making. When an LLM generates code, it does so based on complex statistical patterns learned from vast amounts of data. Even if the code functions correctly, it can be difficult to fully understand why the AI chose a particular approach or implemented a specific solution. This can make fixing problems tricky. If something goes wrong, it's harder to know exactly why, because you don't see the AI's thought process. Also, because you don't know exactly what the AI did, it can be harder to make the code better or faster. It might do the job, but it might not be the best way.

Navigating the evolving landscape of marketing technology can be challenging. Let the experienced team at SparkShoppe guide you through the latest trends, including vibe coding, to ensure your brand remains at the forefront. Contact us today to learn more!

Marketing Trend Tracker - Series 16

Wed, 19 Feb 2025 16:25:01 GMT

The tech and social media world is buzzing with fresh updates that could shape the future of innovation and marketing. From Mistral AI's launch of its promising assistant, Le Chat, to Pinterest smashing records with user growth and revenue, there’s no shortage of exciting developments. Meanwhile, Microsoft is making waves in advertising by incorporating LinkedIn Audience Insights into its Performance Max campaigns, opening new doors for marketers. Whether it's advancements in AI or shifts in user behavior across platforms, these stories offer a glimpse into the rapidly evolving digital landscape. Keep reading to uncover the key takeaways and what they mean for the future.

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Europe’s “Great Hope For AI” Launches Its AI Assistant

Mistral AI is best known for its role in shaping European AI development and remains the continent’s primary contender in the market. This French Artificial Intelligence startup was formed in 2023 by Arthur Mensch, Guillaume Lample, and Timothée Lacroix. Recently, several updates were released for its AI assistant Le Chat as well as a mobile app version of the platform on iOS and Android.

Mistral AI wants to be considered as a credible alternative to OpenAI which is possible in the European Union market where data is taken very seriously. In the EU, all AI platforms are subject to laws like the AI Act which aim to protect consumers. Notably in 2023, OpenAI’s platform, ChatGPT, was temporarily banned in Italy. Already, the company has large language models (LLMs) that are available for commercial use. The Le Chat assistant is meant to be a direct competitor to ChatGPT, Google Gemini and similar platforms. By releasing a mobile version of Le Chat, Mistral can tap into a new market with its conversation-like interface. Additionally, in an effort to be a more reliable source of information, Mistral AI signed a deal with the Agence France-Presse (AFP) news agency. Unfortunately, the company lacks a voice mode in the mobile app making it inaccessible for people who rely on speech query features.

In conjunction with Le Chat, Mistral offers a Pro tier AI model for $14.99 per month that appears to offer expanded capabilities with a higher performing model. Other benefits include an ability to opt out of data-sharing, which is unsurprising with Mistral AI’s European origins.

Given the high level of competition in the AI market, why choose to use Mistral AI? Well, the company maintains it runs the “fastest inference engines on the planet” with Le Chat, it can answer up to 1,000 words per second, and claims its image generation operates at a higher level than ChatGPT. Even though these are noteworthy features, the standout trait of Le Chat is its enterprise solution and ability to “deploy Le Chat in your environment with custom models and a custom user interface.” For example, if you work in banking and need to use an AI assistant on premise, you can with Mistral; this feature is currently not available for ChatGPT Enterprise. Mistral has many interesting ideas with potential but the company still needs to work on gaining a following. To keep up to date with Mistral and other AI developments, follow our blog!

Perplexity Offering Free ‘Deep Research’ AI Tool

Perplexity AI recently launched a free Deep Research tool. After a user enters a query, this tool searches hundreds of websites over 2-4 minutes and generates a downloadable, in-depth report. While Gemini and ChatGPT offer similar deep research capabilities, those features are only available on their paid platforms ( Gemini Advanced and ChatGPT Pro ). In a recent accuracy test, ChatGPT's deep research tool scored highest, but Perplexity's tool outperformed DeepSeek R1 and Gemini's. All logged-in Perplexity users receive a limited number of free daily Deep Research prompts, while Perplexity Pro subscribers have unlimited access.

The development of deep research tools marks a major advance in AI chatbot capabilities. Early chatbots handled basic conversations, but now, these tools are evolving to tackle complex tasks like research. Deep research features reflect this shift, moving beyond simple Q&A to provide powerful information-gathering and synthesis tools. This trend aims to make AI assistants more valuable in fields where in-depth information is essential, potentially boosting productivity and knowledge discovery by automating research.

Microsoft Performance Max’s New Addition: LinkedIn Audience Insights

In an attempt to broaden LinkedIn Insights usage, Microsoft has added the option to use LinkedIn member data for advertising targeting on Performance Max Campaigns. The company is providing another layer to the ability to reach the right audience.

For now, this feature is available only in the U.S., Canada, Australia, France, and Germany. Advertisers can look into targeting companies, industries, job function signals, and more. As a point of clarification, Microsoft advertisers have been able to use LinkedIn member data for quite some time on Dynamic Search Ads, Microsoft Audience Network, and Shopping Campaigns. The capabilities are now expanded to Performance Max; an AI-powered and automated ad option. In terms of professional insights, LinkedIn’s data is second-to-none which may make Microsoft Performance Max Campaigns advantageous to B2B marketers.

At SparkShoppe, we specialize in staying ahead of the curve. Get in touch today to learn how our team of marketing experts can help elevate your brand and keep you at the forefront of industry trends!

Farewell to the Feathered Icon: the Duolingo Owl’s Death Breaks the Internet

Thu, 13 Feb 2025 18:45:44 GMT

This week, the “death” of an icon has sent shockwaves through the international community. Posts of remembrance have been shared by celebrities and organizations like the World Health Organization (WHO), the European Space Agency and Netflix. The icon in question: the Duolingo Owl better known as Duo.

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Back in 2019, Duo first entered the internet via the “Evil Duolingo Owl” meme and later rose to fame in 2021 on TikTok. The owl has been beloved for its comical and timely posts regarding current events and viral trends, utilizing a very Gen-Z style humor. So how did this cherished mascot “die”?

On Tuesday, February 11th, Duolingo announced on social media that Duo the owl was dead. His fictional “mommy” singer Dua Lipa posted “Til death duo part” on X. The company went on to say that authorities were investigating his cause of death and that "he probably died waiting for you to do your lesson, but what do we know." Additionally, in the statement, they announced that you could sign up for Duolingo Max in his memory.

This event generated a lot of buzz with conspiracy theories regarding the perpetrators of Duo’s “death.” Following the initial announcement, the company posted many memes and comedic videos about his “passing.” Finally on Wednesday, February 12th, Duolingo revealed the owl’s cause of death: he was hit by a Cybertruck. They implored people to post any leads on Instagram for the driver’s identity.

Even though Duo is “dead” for now, it would not be surprising if he makes a miraculous recovery. A cryptic post by Duolingo mentioned the possibility of bringing Duo back to life with the caveat that you do your daily lesson on the language learning app.

Regardless of the future of the owl, this event has created a global phenomenon; it is extremely rare that a company is capable of generating a worldwide conversation. Duolingo has achieved just that by mobilizing other brands, government organizations, and celebrities to show their support for the bird mascot. It will be interesting to see how Duolingo wraps up this storyline and something to keep an eye on.

Stay up-to-date with the latest marketing news with SparkShoppe !

5 Memorable Super Bowl 2025 Ads

Thu, 13 Feb 2025 15:31:19 GMT

The Super Bowl isn’t just about football—it’s the ultimate stage for brands to show off their most creative, outrageous, and unforgettable commercials. Year after year, these ads deliver as much excitement as the game itself, sparking conversations and making Monday headlines. This year, 30-second commercial time slots were sold for eight million dollars each ; costing around one million more for brands than in 2024. After such a big investment, brands are determined to make their mark. Here are five Super Bowl 2025 ads we thought stood out from the crowd!

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#1 Doritos Brings Back the “Crash The Super Bowl Contest”

Doritos revived its iconic Super Bowl commercial contest this year, inviting fans to submit their creative ideas. After a panel selected three finalists, fans voted online for their favorite. The winning entry, created by Dylan Bradshaw and Nate Norell, featured an alien-themed commercial where a UFO targets Doritos. The duo won a one million dollar prize for their submission.

#2 The Ultra Pickleball Showdown

Michelob Ultra tapped into the pickleball craze sweeping the globe with a hilarious twist. Their Super Bowl ad pits legendary actors Willem Dafoe and Catherine O’Hara against star athletes like Randy Moss and Sabrina Ionescu in a dramatic pickleball showdown. Competing for the ultimate prize—a Michelob Ultra—the actors take on the athletes in a battle that’s as funny as it is unexpected. You’ll find yourself laughing and cheering for the team of seasoned stars!

#3 Instacart Brings Out Brand Icons

Instacart turned grocery shopping into a superhero saga in their epic Super Bowl ad. Iconic brand characters like the Green Giant, Kool-Aid Man, and Chester Cheetah joined forces on a mission to deliver groceries straight to the customer’s door—heroically ending as perfectly packed grocery bags. This clever and action-packed commercial was a brilliant showcase of shopper marketing in action!

#4 Oikos Rallies Ted Lasso Fans

Ted Lasso fans, get ready to cheer for Oikos’s Super Bowl commercial starring Juno Temple, aka Keeley Jones from the hit show! In this hilarious ad, the 5’2” Temple carries 6’4” football star Myles Garrett to his gate after an unexpected airport change—all while he clutches Temple’s Oikos yogurt. The spot drives home the message that Oikos is packed with complete protein to help build strong muscles. It’s a fun, feel-good moment that’s sure to leave you smiling!

#5 Don’t Eat Lava! Reese’s Advertises Its New Chocolate Lava Big Cup

Reese’s turns up the heat with a hilariously offbeat commercial for its new Chocolate Lava Big Cup. The ad features eager fans flocking to lava fields, trying to eat actual lava (spoiler: bad idea). Meanwhile, flustered park officials desperately attempt to stop the chaos. The punchline? “Don’t eat lava—eat Chocolate Lava.” It’s absurd, unexpected, and downright funny, perfectly capturing the deliciously bold personality of Reese’s.

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Breaking the Mold: How TikTok Changed Marketing

Wed, 29 Jan 2025 15:04:12 GMT

TikTok’s future might seem uncertain, with debates about potential bans looming. Yet, it’s impossible to overlook the undeniable impact this platform has had on the marketing world. TikTok has completely rewritten the rules of advertising, bringing short-form, engaging, and authentic content to the forefront. It has shattered the traditional mold of polished, scripted advertisements and introduced a new era of storytelling and connection.

This isn’t just a fleeting trend. TikTok is a reflection of evolving consumer preferences, pushing brands to adapt or risk irrelevance. It forces marketers to rethink how they advertise and what it means to truly engage audiences. Here’s how TikTok has reshaped marketing strategies across the board.

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Authenticity Becomes the Gold Standard

On TikTok, users crave content that feels real . The more polished and curated a piece of marketing, the less likely it is to resonate. Instead, the platform rewards storytelling and raw moments that feel authentic and relatable.

This shift has become a game-changer for brands. Younger generations, in particular, seek transparency and realness over picture-perfect campaigns. Companies are now leaning into this approach, crafting narratives that reflect shared humanity instead of just selling products. It’s no longer about perfection - it’s about trust and connection.

The Game-Changing Power of the Algorithm

TikTok’s magic lies in its “For You’ page algorithm . Unlike traditional social media platforms that prioritize follower count, TikTok pushed content based on personal relevance and engagement. This means anyone - whether it’s a global brand or a startup - has a shot at going viral.

This democratizing effect has changed the entire dynamic of marketing. Smaller brands now have the same opportunity to reach audiences as major corporations, provided their content speaks to the audience. Viral moments are driven by connection, not production value, empowering creators of every size to take their shot at the spotlight.

User-Generated Content as a Superpower

TikTok isn’t just a platform for users to passively consume content - it’s an invitation to co-create . Brands have harnessed this participatory culture through challenges, trends and collaborative campaigns that encourage user-generated content (UGC).

By turning their audiences into creators , brands don’t just amplify their reach - they create a sense of community and ownership. This doesn’t just drive engagement; it makes campaigns stick. When users actively participate, they aren’t just hearing a message - they’re living it.

Ads That Fit Right Into the Feed

One of TikTok’s biggest differentiators is how seamlessly its ads integrate into the user experience . Whether it’s in-feed ads, branded hashtag challenges, or shoppable videos, the platform blurs the line between content and advertising.

These formats don’t interrupt; they enhance. Users scroll right into compelling branded content that feels as engaging as the rest of TikTok’s feed. This win-win design allows marketers to reach audiences without pulling them out of the experience while users get entertaining, high-value content.

Reinventing E-Commerce with TikTok Shop

TikTok has taken the leap from a content-sharing app to a major player in the e-commerce space with TikTok Shop . This feature allows users to discover and buy products without leaving the app, making the purchasing process smoother than ever.

Through live streams, in-feed videos, and a dedicated shopping tab, TikTok has created an ecosystem that transforms passive browsing into active buying. Brands can showcase their products in creative ways that also entertain, integrating e-commerce into the platform’s DNA. Impulse shopping has never been so effortless - or enjoyable for users.

Even as TikTok’s future faces questions, there’s no denying the mark it’s had on the marketing landscape. Its influence has already shaped competitors, with short-form video content now dominating across platforms like Instagram Reels and YouTube Shorts.

Traditional strategies are giving way to campaigns that focus on connection, authenticity and adaptability. TikTok has challenged brands to think beyond the old rules, creating a playbook that rewards creativity, originality, and community building.

Whether or not TikTok remains a dominant force, its influence is here to stay. It disrupted the marketing world in ways that will echo for years to come. Brands that adopted TikTok’s ethos of authenticity and innovation aren’t just keeping up - they’re setting themselves up for the future.

Don’t get left behind. Contact us today to learn how we can help your business thrive using TikTok’s marketing strategies to stay ahead in the fast-evolving world of digital marketing.

DeepSeek's Revolutionary Entry into the AI Landscape

Wed, 29 Jan 2025 14:20:12 GMT

The world of technology experienced a seismic shift recently with the debut of DeepSeek, an ambitious and innovative Artificial Intelligence platform that’s poised to redefine the field. But what exactly is DeepSeek? Founded by Liang Wenfeng , a Chinese entrepreneur with roots in hedge fund management, DeepSeek is a private open-source AI company leveraging novel strategies to deliver top-tier performance at a fraction of the cost.

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DeepSeek’s inception is as strategic as its technology. Before U.S. regulators banned the export of Nvidia’s A100 AI chips to China, Liang secured a vast stockpile, which became the foundation for his groundbreaking platform . Despite relying on equipment considered less advanced than industry norms, DeepSeek has developed a low-cost, highly efficient way to train artificial intelligence models. Its core advantage lies in its model’s use of “inference-time computing,” a mechanism that activates only the relevant parts of the AI architecture during each query. This targeted approach minimizes both expense and processing strain while maintaining impressive computational capabilities.

What truly sets DeepSeek apart is its commitment to open-source principles. By allowing developers worldwide to access and improve its platform, DeepSeek fosters collaboration that could spur significant technological advancements. The platform is already drawing comparisons to industry heavyweight OpenAI, with reports suggesting that DeepSeek matches OpenAI’s performance— at a staggering 95% lower cost . Estimates place DeepSeek’s development costs at around $6 million, a stark contrast to the projected $1 trillion U.S. companies like OpenAI and Google are expected to spend on AI development over the coming years. Even government investments, such as the $500 billion pledged by the Trump administration for AI initiatives, reflect an approach that seems extravagant compared to DeepSeek’s lean innovation.

The launch of DeepSeek hasn’t just rattled its competitors; it also had a direct impact on Nvidia. The company’s stock dropped 17% following the announcement, as DeepSeek’s reliance on older, less capable Nvidia chips demonstrated a clever low-cost alternative. However, Nvidia has acknowledged DeepSeek’s ingenuity, emphasizing that AI systems, including DeepSeek’s, still require significant volumes of Nvidia’s products.

While DeepSeek’s disruptive potential is undeniable, its influence in the U.S. market may be limited. Currently, the AI app is available on the Apple App Store and online, but new user registrations are temporarily capped . Furthermore, DeepSeek’s Chinese ownership could lead to challenges similar to those faced by TikTok, raising the possibility of regulatory hurdles or bans.

Despite these uncertainties, DeepSeek stands as a formidable innovation that has introduced fresh ideas and strategies to the tech world. Its ability to achieve high efficiency at dramatically lower costs is a testament to the creativity thriving in today’s global AI landscape. Whether or not DeepSeek secures a lasting foothold in the U.S., it is undoubtedly a breakthrough worth watching—and a game-changer in what’s shaping up to be a pivotal era for artificial intelligence.

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The Ongoing Battle for Net Neutrality

Tue, 14 Jan 2025 19:40:18 GMT

The Internet is a vital part of today’s world - whether for work, learning, or streaming, everyone uses it. But while everyone uses it, who gets to control the flow of data on the Internet? That question lies at the center of the debate over Net Neutrality, which is the principle that ensures that Internet Service Providers (ISPs) treat all online data equally without favoring or blocking specific websites or services. Once again becoming a focal point of national discourse, few debates have been as enduring and polarizing as the one over New Neutrality. The recent developments mark a significant turn in a legislative saga that has spanned over a decade.

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What is Net Neutrality?

Net Neutrality is a cornerstone concept for maintaining an open and fair Internet. It ensures ISPs cannot:

Prioritize their own services or content over competitors.
Block access to certain websites.
Charge additional fees for accessing high-speed services or premium content by implementing a “tiered” internet model where users pay extra to access certain websites, services, or streaming platforms at full speed. For example, ISPs could throttle the speed of video streaming platforms like Netflix or YouTube unless users pay for a premium package.

By enforcing these rules, Net Neutrality helps preserve a level playing field for businesses, innovators, and consumers alike.

2018 Net Neutrality Ruling

Back in 2018, we explored the implications of the Federal Communications Commission’s (FCC) decision to repeal Net Neutrality protections. Our blog post, “ The End of Net Neutrality, ” highlighted concerns about potential consequences such as throttled Internet speeds, higher costs for consumers, and a stifling of innovation. At the time, the rollback of protections sparked widespread protests and legal challenges, signaling the start of a long and contentious battle.

The Latest Developments

Fast forward to the present and the battle over Net Neutrality continues to rage. In a pivotal moment, a federal appeals court has struck down the FCC’s latest attempt to reinstate Net Neutrality rules. Here are the key updates:

Court Decision : The Sixth Circuit Court of Appeals ruled against the FCC’s attempt to reimpose Net Neutrality rules, stating that the agency had exceeded its authority under the Communications Act . This decision is a significant setback for advocates of a regulated and open Internet.
Broad Implications : The ruling underscores the limitations of the FCC’s power to enforce Net Neutrality without explicit Congressional backing. It has reignited calls for legislative action to address the issue comprehensively.
Industry Reactions : Tech companies and consumer advocacy groups expressed disappointment, arguing that the lack of Net Neutrality protections could lead to a less competitive and more expensive Internet landscape. Meanwhile, ISPs have largely welcomed the decision, citing the need for less regulatory oversight.

The Stakes for Consumers and Businesses

The outcome of this battle has profound implications. Without Net Neutrality , consumers could face tiered Internet plans, restricted access to certain sites, and higher costs for high-speed services. Small businesses and startups might struggle to compete against larger players who can afford to pay for prioritized access.

What’s Next?

The debate is far from over. The incoming Trump administration has not made any comment on plans to address or reinstate the Net Neutrality laws. Advocates are urging lawmakers to craft clear and enforceable legislation that enshrines Net Neutrality principles into law.

As the debate over Net Neutrality evolves, one thing remains clear: the future of an open and equitable Internet hangs in the balance. It’s crucial for policymakers, businesses, and consumers to stay informed and engaged in this issue. Whether through legislative action or regulatory reform, the fight for a fair and open Internet continues, and its outcome will shape the digital landscape for generations to come.

Stay tuned, and check out our original insights on Net Neutrality in our 2018 blog here . We'll continue to update you on how this fight unfolds and what it means for you as a consumer in the digital age.

Answer Engine Optimization: Optimizing for the Future

Fri, 03 Jan 2025 15:35:15 GMT

As the digital landscape changes, so does the way people search for information. Instead of sifting through pages of search engine results, more people are now using voice-activated devices, conversational AI, and tools like Google Assistant and ChatGPT. This evolution has led to a new approach to content strategy known as Answer Engine Optimization (AEO).

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What is AEO?

AEO is about creating content that directly and concisely answers user questions in an easily digestible way. Unlike traditional SEO, which focuses on ranking high on search engine results pages, AEO prioritizes providing users with the most relevant and clear answers possible. These answers will often appear as featured snippets, voice search results, or AI-generated responses.

How is AEO Different from SEO?

While AEO is an extension of SEO, there are a few differences in its focus and delivery:

User Intent vs. Keywords: While SEO revolves around keyword optimization, AEO focuses on understanding the intent behind queries.
Quick Answers: Traditional SEO aims for broad, long-term rankings across multiple results. AEO focuses on achieving visibility for your site during searches by creating content that appears in answer boxes, featured snippets, and voice search results.
Structured Insights: SEO often prioritizes backlinks and broader website authority. AEO prioritizes concise, authoritative, and well-structured content that AI and voice assistants can pull directly from.

Why is AEO important?

AEO is important because it adapts to new search trends, enhances visibility, builds trust and authority, and boosts engagement.

Today’s users want precise and clear answers delivered to them quickly. By providing these answers, a website not only increases its chances of appearing in prominent positions, but it also establishes brands as trusted authorities. As a result, it creates a smoother user experience, which encourages users to spend more time on a website, increases interactions, and improves conversion rates - all of which boosts engagement.

Strategies for Implementing and Optimizing for AEO

To achieve success with AEO, businesses need to go beyond traditional SEO tactics on their website. Here are six strategies to implement to make the most of AEO:

Conduct Keyword and Question Research: Understanding what questions your audience is asking is the foundation of AEO . To uncover common questions related to your industry, use tools like Google’s Keyword Planner, AnswerThePublic, or forums like Reddit to see what your audience wants to know.
Utilize Structured Data: Structured data, such as schema markup, acts as a translator between content and search engines. It helps search engines understand the type of content on your site, making it easier for AI assistants to extract and display your content.
Optimize Content for Voice Search: Unlike a typical search , voice searches are typically longer, conversational, and often framed as full questions. Aligning content is key to success. Incorporate natural language and long-tail keywords into your pages, focusing on creating content that mirrors how people speak.
Craft A High-Quality FAQ Page: FAQ pages are great for AEO optimization as they respond to specific questions clearly and briefly. Using bullet points and headers for the organization on these FAQ pages enhances the readability for humans and AI alike.
Focus on Content Clarity: Since search engines prioritize direct and concise answers, structuring your articles with clear headings, subheadings, and straightforward sentences works best. Avoid jargon and break down complex topics. Content that can be answered in one or two sentences is more likely to rank as a featured snippet.
Continuously Refine Your Strategy: As the digital landscape changes, search engines frequently update their algorithms, and user behaviors evolve over time. Since these are regular changes, make sure to analyze your AEO performance using tools like Google Analytics or Google Search Console to identify which information is performing well and adjust your strategy accordingly.

What Are the Benefits of AEO?

Implementing AEO unlocks benefits that extend beyond visibility and impressions:

Higher Click-Through Rates
Improved User Experience
Qualified Leads and Conversions
Cost-Effective Results
Future-Proofing Your Strategy

AEO offers an exciting opportunity to deepen engagement with your audience, increase visibility, and establish authority - all while catering to the growing demand for conversational and question-based searches. By focusing on user intent, structured data, and direct answers, AEO goes beyond traditional SEO strategies to meet the needs of the modern consumer.

Secure your future in online search with a free AEO audit from us!

The U.S. Looks to Ban TikTok in the New Year: What it Means for Marketers

Fri, 13 Dec 2024 18:49:46 GMT

Since its release in 2016, TikTok has become a popular video-sharing app used by over 170 million Americans . Contrary to its popularity, a federal appeals court recently upheld a law targeting TikTok due to its ties to China, requiring the app to either divest from its Chinese parent company, ByteDance, or leave the U.S. market by Jan. 19, 2025.

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The Court’s Decision and the TikTok Ban

On Dec. 6, a panel of federal judges from the U.S. Court of Appeals for the District of Columbia ruled that national security concerns over TikTok’s Chinese ownership justify the law, even without concrete evidence of harm. The U.S. government alleges that ByteDance could grant the Chinese government access to American user data or manipulate content through TikTok’s algorithm - claims TikTok denies, noting that no evidence has been presented to prove this. ByteDance now faces a significant challenge, as selling TikTok would require approval from the Chinese government, which Beijing has publicly opposed.

Why the Ban?

The U.S. government frames TikTok as a potential national security threat due to its data collection capabilities and Chinese ties. Lawmakers from both parties have voiced concerns that the Chinese government could exploit TikTok in ways that jeopardize American privacy and security. TikTok tried to counter this law by emphasizing freedom of speech , arguing that banning the platform would limit Americans’ ability to exchange ideas and express themselves. Advocacy groups like the American Civil Liberties Union (ACLU) support this stance, warning that a ban could set a dangerous precedent for government interference in online communication platforms.

What Does this Mean for Marketers?

A ban on TikTok would significantly affect users, creators and marketers. The app’s algorithm, massive user base and short-form video format has made it an essential tool for reaching and engaging Gen Z audiences and driving creative campaigns. Here are three ways marketers may have to adapt if the ban gets passed:

Diversify Social Media Channels: Marketers should be prepared to expand beyond TikTok, prioritizing platforms like YouTube, Instagram and YouTube Shorts. A recent survey found that 46% of users plan to spend more time on YouTube if TikTok is banned, followed by 39% on Instagram and 38% on YouTube Shorts. These platforms offer algorithmic discovery features similar to TikTok, making them natural alternatives to maintain visibility and engagement.
Adapt Content Strategies : TikTok’s algorithm and focus on short, engaging videos made it a standout platform for delivering creative, interactive campaigns. While Instagram Reels and YouTube Shorts support similar content styles, marketers may need to fine-tune their approach for each platform’s unique culture and user expectations. Experimenting with creative formats and tracking performance metrics will be critical to staying ahead.
Prepare for Increased Advertising Competition: A surge of displaced TikTok advertisers will likely drive up competition – and costs – on alternate platforms. Brands should budget for higher spending while exploring emerging platforms offering lower-cost opportunities to stand out.

Implications and the Future of Social Media

A TikTok ban would disrupt creators, businesses and everyday users who rely on the app while signaling stricter tech regulations on other foreign-owned apps in the U.S. This move reflects ongoing U.S.-China tensions over the control of digital spaces and data security. ByteDance’s next steps – and the U.S. government’s enforcement of this law – will ultimately decide TikTok’s future in America.

For marketers, creators and users, the weeks ahead will call for adaptability, innovation, and keeping a keen eye on the evolving digital landscape. At SparkShoppe, we’re always on top of the latest trends and news. Contact us today to stay ahead of the curve and create your future-ready marketing strategies, no matter how the digital world shifts.

Digital Trends to Look for in 2025

Fri, 13 Dec 2024 18:19:33 GMT

As 2024 comes to an end, it’s the perfect time to look ahead and prepare for the opportunities 2025 will bring. Are you ready to stay ahead of the game? SparkShoppe is here to help you prepare by exploring the key trends we expect to shape social media marketing. Let’s make 2025 your most successful year yet!

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Augmented Reality and Wearable Integrations

Augmented reality (AR) and wearable technology will revolutionize how brands interact with consumers. While Snapchat pioneered AR with its World Lenses designed for Spectacles, which were released in 2017, platforms like Meta are driving the next wave. Meta’s upcoming AR Ray-Bans, which are not yet consumer-ready, will aim to reshape experiences with “try-on” tools for clothing, furniture, and more, letting users visualize products in their real-world environments.

Instagram is also leading this charge, introducing features that will allow people to cross-post content from their Ray-Bans, like real-time live streaming from a first-person perspective, enabling immersive, real-time content creation through wearable devices like Meta’s Ray-Bans. For marketers, this will mean shifting from traditional promotion to creating dynamic, experiential storytelling - think live unboxings or first-person adventure narratives - that can be integrated seamlessly into consumers’ daily lives.

Pinterest has also joined the AR innovation with tools like body type filters and virtual try-ons for fashion, makeup, and home decor. These features make online shopping more interactive and inclusive while creating new opportunities for brands to engage audiences in a visually compelling way.

Voice Search

Voice search will become a powerful force in 2025 as more people increasingly rely on voice assistants like Siri, Alexa and Google Assistant to interact with platforms, search for content and discover brands. In line with this shift, Siri’s integration with ChatGPT through custom shortcuts provides users with advanced AI capabilities and seamless interactions. To stay competitive, marketers will need to ensure the businesses they represent have content that is optimized for voice search. This means content should be optimized for conversational, question-based voice queries, and they should also refine local SEO with accurate listings for hours and addresses.

The rise of voice search also opens up new avenues for engagement, with voice-activated advertisements and AI-powered features becoming more common. Since users can have hands-free interactions, voice search will encourage multitasking and foster deeper connections with users. Voice search will also drive accessibility, making it easier for individuals with disabilities to interact with social platforms. Marketers will need to rethink traditional strategies and design campaigns that embrace verbal interactions, voice-activated promotions, and tailored responses to emerging consumer behaviors.

Video Content 

Video content remains a dominant force, with platforms like YouTube, TikTok and Instagram Reels continuing to prioritize short-form, engaging and interactive formats. Consumers are increasingly gravitating towards videos that deliver quick, visually appealing, and creative storytelling. Brands and marketers can capitalize on this by building real-time connections through live streaming, Q&As and attention-grabbing short-form campaigns.

This shift reflects a broader appetite for visual communication and high-impact storytelling. To thrive in 2025, marketers must craft sharable, mobile-optimized videos that captivate audiences while reinforcing brand messages. No matter the topic, video will remain an essential tool for driving engagement and expanding reach.

The trends shaping social media in 2025 will offer brands unparalleled opportunities to create meaningful, engaging experiences that resonate with consumers to foster lasting connections. Marketers who actively embrace these changes and rethink traditional strategies will be well-positioned to thrive in an evolving digital landscape, turning challenges into opportunities for unparalleled growth and success.

Is your brand’s digital and social strategy prepared for 2025? Contact us today to learn more about our digital marketing services.

Marketing Trend Tracker - Series 15

Wed, 11 Dec 2024 18:20:14 GMT

The countdown to the New Year has begun, but 2024 trends are still making their mark. In this edition of Trend Tracker, we dive into the latest developments across social media platforms. Unfortunately for TikTok, the platform is back in the headlines—but not for the right reasons. Canada has made the decision to expel TikTok’s offices and employees from the country, adding to the ongoing scrutiny the app faces after the U.S. courts ruled to uphold the potential TikTok ban . Instagram is expanding its "boosted" capabilities, offering advertisers more opportunities to reach their audiences. Meanwhile, a new contender is rising in the social media space, with Bluesky gaining significant traction in recent weeks. Read on to discover how these shifts could impact the marketing landscape.

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Canada Ousts TikTok’s Local Offices

In recent weeks, Canada has followed in the footsteps of countries like the United States and taken action against TikTok. Although not as severe as a potential app ban, Canada has ruled that TikTok must shut down its operations in the cities of Vancouver and Toronto due to “cybersecurity and foreign interference concerns.”

Similar to the statements of other nations, the Canadian government does not cite any specific threats, only that the decision was made “on the basis of the analysis…conducted with…security services” which found that activities at TikTok offices were “injurious to national security.” The main issue countries have with the platform is how TikTok could share user data with the Chinese homeland .

This is not the first time Canada has shown precaution with the social media platform. Since last year, TikTok has been prohibited on government devices. Right now, the Canadian government’s decision to prioritize the closure of TikTok’s offices without opting for action against the app remains unclear. Nevertheless, it is not a great sign for TikTok and its future.

Instagram Expands Boosted Posts

Fans of boosted posts have something to celebrate as Instagram has added new ways to increase the value of your best-performing organic content. At its core, the “boost” option started as a simple, straightforward tool to push performing content while it is relevant.

Prior to the most recent update, some posts were not eligible to boost because of issues within Meta as well as with copyright. However, a broader range of content has been approved to become boosted for professional accounts. Previously, having copyrighted music in your boosted posts often generated an error, but that’s no longer the case. Content with copyrighted music may now be boosted upon replacing the sound with one that is boost-eligible. Also, Instagram states that this update allows for “most GIFs and stickers” to be boosted. This flexibility allows for advertisers to promote a wider range of organic posts across Meta properties.

Bluesky Is On The Rise

Bluesky has gained significant popularity in recent months as users increasingly turn away from other platforms that no longer meet their needs or expectations. (For more information about what Bluesky is and how it operates, visit our blog post “Bluesky: The Future of Decentralized Social Media.” ) In short, Bluesky is an X (formerly Twitter) and Threads-style app that focuses on short text-based posts. Bluesky's recent surge in popularity can be attributed to several factors, including a reaction against X (formerly Twitter), Threads' stance on political posts, and users' desire for a more informal atmosphere. Currently, Bluesky operates like Twitter in its beginning : as an informal setting incorporating politics as a topic of conversation without the typical algorithm targeting of most modern platforms. Bluesky aims to replace the conventional "master algorithm," controlled by a single company, with an open and diverse "marketplace of algorithms." As a result, the platform allows users to “customize their feed” with their own algorithms.

Right now, X and Threads are opposite ends of the spectrum. Due to Elon Musk’s relationship with Trump, X has become a platform for him to express his political ideas, which has alienated some of the user base. On the opposite end of the spectrum, Threads has been very anti-political, restricting certain topics from being posted.

Since August, Bluesky has tripled its user count , now reaching over 20 million users; yet it still trails in comparison to its competitors. Although it may be too early for many marketers to start investing resources and time into this app, it is certainly something to watch out for.

Could Australia’s Social Media Ban for Under-16s Pave the Way for a New Era of Digital Regulation?

Mon, 25 Nov 2024 15:42:25 GMT

Social media is an inescapable part of modern life. From celebrities and influencers to everyday users sharing moments with friends and family, its influence is undeniable. One group that has been raising concerns in recent months over whether they should have access to social media or not is children. In response, the Australian government has proposed legislation to ban children under 16 from accessing social media platforms.

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The Rationale Behind the Ban

Australia’s proposed ban stems from growing concerns about the mental health impacts of social media on young people, including cyberbullying, anxiety, and exposure to unrealistic beauty standards promoted by influencers. Australian Prime Minister Anthony Albanese emphasized the urgency of this issue, stating, “This one is for the mums and dads…They, like me, are worried sick about the safety of our kids online. I want Australian families to know that the government has your back.”

While the ban is intended to protect children, it has sparked a debate regarding its effectiveness. Critics argue that alternative approaches should be taken, such as creating stronger safety standards and providing digital literacy education to children. They also argue that banning access could push children toward unregulated, unsafe corners of the internet and isolate vulnerable groups like migrant, LGBTQ+, and minority youth from critical support networks.

Could Such a Ban Hap pen in the United States?

Implementing a similar ban in the U.S. would face unique challenges due to First Amendment protections, which include children’s freedom of speech. Additionally, despite social media companies’ current claims of age restrictions, enforcement has been ineffective and could continue to pose a challenge.

Still, concerns about the impact of social media on youth are growing. A study by the United States Surgeon General agreed that social media presents a risk of harm to youth. The study found that children who spend over three hours daily on social media are twice as likely to experience mental health issues, including symptoms of depression and anxiety. Nearly half of adolescents aged 13 to 17 reported that social media negatively impacts their body image. While a ban in the U.S. is not imminent, ongoing studies and public concern could lead to similar legislation in the future.

Implication for Marketing

A ban on children using social media could significantly reshape how companies market to children. Brands targeting younger audiences may need to pivot to traditional advertising channels like TV and radio. Digital strategies could shift toward alternative platforms such as gaming, CTV/OTT and other music streaming apps. Additionally, influencer marketing might increasingly target parents, who would act as gatekeepers for children’s online content.

Whether Australia’s proposed ban sets a precedent for other nations remains to be seen. However, the impact on digital marketing, online culture, and how young people navigate and interact with technology could signal a shift into a new era of digital marketing and accountability.

Marketing Trend Tracker - Series 14

Wed, 18 Sep 2024 15:13:08 GMT

This edition of Trend Tracker examines the dramatic escalation of the ongoing tensions between governments and social media giants as Brazil has made headlines with its decision to ban Elon Musk’s platform, X. This decision has had immediate and severe consequences, including removal from major app stores. With X's future in Brazil uncertain, and its global position weakened, the spotlight now shifts to competitors like Threads, which are gaining ground, and TikTok, which continues to bolster its election security measures amidst its own challenges.

Brazil Bans X

In the latest clash between governments and social media sites, Brazil has banned Elon Musk’s platform X due to failure to comply with Brazilian court orders to take down the accounts of seven anti-government commentators known to be creating unrest in the country. From the point of view of X, there had not been sufficient information provided to justify the removal of the accounts.

This case goes back to April 2024 when the Brazilian Supreme Court mandated X to comply with the government orders to stifle accounts spreading hate speech and false reports. Subsequently, X refused, citing the request was not legal under Brazilian law and not aligned with the platform’s “free speech” moderation approach. After months of push and pull, X shut down its office in the country and evacuated employees out of fear of their arrest. Eventually, the platform was shut down for not nominating a legal representative in Brazil.

Brazil’s total ban on X forced the Apple App Store and Google Play Store to remove the app. In addition, the judiciary has made it clear that anyone found trying to access X via a VPN could face serious fines up to $8,900 USD. There are serious and immediate impacts X is dealing with including a loss of around 20 million users and all of the ad dollars in the nation. In one night, X’s daily active user count dropped from 250 to 230 million adding to the recent loss of 5 million European users. On all fronts, X’s numbers have significantly decreased with its user base down 10% and its revenue down 83% compared to before Elon Musk took over the app. These statistics do not show a positive outlook for the company coupled with its debt burden.

So, what now for the social media platform? It appears unlikely that either party will concede to the other as more and more Brazilian users are switching to other social media outlets. Whether X will ever return to the nation is unknown, but the impact of this event will continue to weigh heavily on the social media platform.

Threads Is On The Rise

While X is on the decline, its competitor Threads seems to be gaining traction. In the July 2024 app download charts from AppFigures, an analytics and optimization app, Threads is shown to be performing well. Meta, Threads’s parent company, dominates the top ten listings and always has four or five apps there. This report, however, shows Threads’s progress as it made it to the top ten of the download charts for the first time since its launch in the summer of 2023. This July, the app made it to 7th place on the combined charts for the App Store and Google Play, appearing to be increasing its downloads over time.

X did not make the top ten and AppFigures has reported that Threads downloads are continuously outpacing those of X . Even with X’s ongoing struggles, the platform still has a considerably greater number of users than Threads. Nevertheless, Threads is an app to watch and pay attention to as a marketer.

TikTok Updates Election Security Measures

Ahead of the U.S. election, TikTok recently announced an updated U.S. Election Center in the app which features a range of information tools aiming to keep users accurately knowledgeable for the upcoming vote. This center is nothing new as the platform launched similar features during previous elections. For the 2024 election, the center will provide links to reliable third-party sources and information regarding what is on the ballot.

TikTok has partnered with MediaWise on a series of media literacy content and highlights common misinformation approaches. MediaWise is a non profit project run by Poynter that is committed to imbuing individuals with the skills to recognize misinformation. Now, the platform is planning to expand its resources into multiple languages. Furthermore, TikTok created an internal US Elections Integrity Advisory Group to advise on key election information features as well as educating public figures on its safety policies and capabilities.

The social media platform is planning to invest over $2 billion on trust and safety elements this year, which includes the U.S. elections features. This is a costly amount of money for TikTok especially since it may be forced out of the U.S. at the end of the year.

At SparkShoppe, we excel at keeping ahead of the latest trends. Reach out to us today to discover how our team of marketing experts can help place your company at the cutting edge of innovation!

Marketing Trend Tracker - Series 13

Wed, 21 Aug 2024 17:04:15 GMT

This edition of the Trend Tracker boasts a whirlwind of social media updates, with Meta making major changes that promise to reshape user engagement and advertising strategies. Instagram, Meta’s subsidiary, unveiled an exciting enhancement to its carousel feature. Meanwhile, Meta's recent decision to eliminate detailed targeting exclusions from its ad platform marks a significant shift aimed at improving ad performance through advanced AI capabilities. X (formerly Twitter) is embroiled in a legal battle with major advertisers, accusing them of orchestrating a boycott that allegedly infringes on antitrust laws. As these stories evolve, SparkShoppe helps you stay informed and up to date. Read on to learn more!

Nike's Winning Isn't For Everyone Ad

Nike has always been known for its bold and provocative advertising, and their latest campaign, " Winning Isn't for Everyone | Am I a Bad Person? ", for the 2024 Paris Olympics is no exception. As an Official Sponsor of the US Olympic Committee since 2005, Nike has leveraged its influence to inspire athletes worldwide and drive innovation in sports performance and apparel.

Expanded Instagram Carousels Have Arrived

In exciting news for all Instagram users, a single carousel can now accommodate up to 20 frames, allowing for more space to share content. Over the past several months, the social media giant has been experimenting with the expansion of the frame limit pushing it to 15 photos in March compared to the previous 10 allotted. Now, after a trial of the new feature with some users, the option will be widely rolled out.

The platform has also been toying with text overlays within carousels in addition to its recent launch of variable presentation formats for images. This means that users can now showcase a greater amount of images that are different sized and aligned in just one post. These features make it easier for users to share updates, video clips, trip photo albums and more.

Say Goodbye to Detailed Targeting Exclusions

Earlier this summer, Meta officially removed the option of detailed targeting exclusions for advertisers, but this news did not come as a surprise. In January 2024, Meta announced there would be a change coming to its ad targeting exclusions, then in May an accidental message was sent to advertisers detailing that the feature would be removed in its entirety. Although Meta explained that this message was an error and there were no plans to remove the feature, one month later, target exclusions disappeared. It took until late July for the social media giant to finally publicly announce the removal of the feature.

So, why did Meta choose to get rid of detailed targeting exclusions? Detailed targeting exclusions permitted advertisers to exclude individuals from their ad audience based on demographics, interests, and behaviors. Using the feature, advertisers were able to tailor their ideal ad audience, however, Meta discovered that these exclusions were limiting ad effectiveness over time.

Meta argues that their ad targeting systems are now more skilled in connecting the right ads to the right audience at the right time, eliminating the need for these exclusions. In testing, Meta said the median cost per conversion for ad campaigns showed improved results without the detailed targeting option. If their predictions are correct, this update may improve performance for advertisers.

X Versus Advertisers

X, formerly known as Twitter, is taking advertisers to court, claiming that a “massive advertiser boycott” deprived the company of revenue and violated antitrust laws. The lawsuit was filed in a Texas federal court last week against the World Federation of Advertisers and its members: Unilever, Mars, CVS Health, and Orsted.

X is accusing the advertising group’s brand safety initiative, the Global Alliance for Responsible Media, of pushing to coordinate a stoppage of advertising on X after Elon Musk bought Twitter and went on to overhaul company staff and policies. The CEO of X, Linda Yaccarino, stated that the lawsuit was prompted by evidence coming out of the U.S. House Judiciary Committee, which she said showed multiple companies participating in a “systematic illegal boycott” against the company .

The allegations X purports have to do with the beginning of Musk’s takeover and do not deal with more recent disputes. The World Federation of Advertisers based in Belgium has not immediately responded to comment requests. However, a Unilever top executive who testified in a recent congressional hearing defended the British company’s practice of choosing platforms for advertising that won’t harm its brand. “Unilever, and Unilever alone, controls our advertising spending…No platform has a right to our advertising dollar,” said Herrish Patel, the president of Unilever USA. The result of the lawsuit remains to be seen.

At SparkShoppe, staying on top of the latest trends is our specialty. Contact us today to learn how our team of marketing experts can position your company at the forefront of innovation!

U.S. Women’s Rugby Sevens Team Winning at the Olympic Games and on Social Media

Mon, 12 Aug 2024 20:47:28 GMT

The U.S. women’s rugby sevens team has made history at the Paris 2024 Olympics, not only by winning its first-ever Olympic medal but also by redefining the image of women’s rugby both on and off the field. Leading this charge is Ilona Maher, whose impact transcends traditional athletic achievements. Maher’s presence is hard to overlook. With her iconic red lipstick and signature stiff arm , she has become a symbol of resilience and flair in women’s rugby. Her dynamic style on the field, combined with her vibrant social media presence, showcases a new era of athletes who excel in their sport while connecting with fans in innovative ways.

Nike's Winning Isn't For Everyone Ad

The team’s triumph came with a dramatic bronze medal victory against Australia, a match that underscored their relentless determination and skill. Reflecting on the achievement, Maher emphasized the broader significance of their success. “We wanted to show what rugby could be in America,” Maher said after the game according to NPR . “I think today really made the jersey better so that other young girls can grow up wanting to play rugby and become professionals.” Her sentiment highlights a crucial aspect of their victory: the ability to inspire and pave the way for future generations. The U.S. women’s rugby sevens team’s Olympic performance has not only secured them a place in history but also brought much-needed attention to the sport in the United States. The moment was more than a win; it was a statement about the potential and visibility of women’s rugby.

Source: By Michael Steele/Getty Images

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Ilona Maher’s influence has resulted in 1.9 million followers just on TikTok. Since the Tokyo 2021 Games , where she first gained significant media attention for her candid and engaging social media posts, Maher has used her platform to challenge stereotypes and advocate for body positivity. Her popular TikTok videos, where she addresses issues such as body image and sports-related criticism, resonate with many. One notable video in which she addresses criticism about her muscular physique and BMI garnered widespread support and admiration.

In a viral TikTok , Maher defended herself against negative comments. This response not only challenged conventional standards but also highlighted the physical demands of elite sports, reinforcing the notion that athleticism comes in diverse forms. Her advocacy for body diversity in sports continues with her encouragement for followers to appreciate different body types. “All body types are worthy,” Maher asserted in another popular video. “From the smallest gymnast to the tallest volleyball player, all body types are beautiful and can do amazing things.”

Maher’s dual role as an athlete and influencer is a testament to how modern athletes are shaping the sports landscape. Her efforts have been instrumental in increasing the visibility of women’s rugby and inspiring young athletes across the country. The growth of women’s rugby in the U.S. is evident in the rising participation rates and the establishment of new professional leagues. The U.S. Rugby Women’s Premier League and the forthcoming Women’s Elite Rugby league reflect the increasing support and development opportunities for female players.

A significant boost to the sport came with a transformative donation from Michele Kang, the owner of the Washington Spirit. Kang recently announced a $4 million pledge to the U.S. women’s rugby sevens team, set to be distributed over the next four years. This generous investment aims to enhance resources and support for the team as they prepare for the 2028 Summer Olympics, further solidifying the commitment to developing women’s rugby in the U.S.

The success of the U.S. women’s rugby sevens team at the Paris 2024 Olympics represents a significant milestone for the sport. Ilona Maher’s leadership and visibility have played a crucial role in this success, blending athletic prowess with social media savvy to inspire and empower. As women’s rugby continues to gain prominence, Maher and her teammates stand as beacons of progress, demonstrating that excellence on the field can indeed lead to broader societal impact.

To keep up with the latest social media updates from the Olympics and other sports, make sure to follow SparkShoppe.

The Social Media Generation Gap

Mon, 12 Aug 2024 19:49:39 GMT

In 2024, social media continued its rapid evolution with a surge in ephemeral content formats like Instagram Stories and TikTok videos. These platforms captivate younger generations, such as Generation Z (born 1997-2012), who crave authentic, real-time interactions and thrive on trending content. Simultaneously, social media has become a thriving marketplace with expanded e-commerce features, catering seamlessly to Generation Z and Millennials (born 1981-1996) who prefer shopping directly within their favorite digital hangouts . While Generation X (born 1965-1980) and Baby Boomers (born 1946-1964) may engage less with ephemeral content , they remain stalwarts of platforms like Facebook and LinkedIn for communication, networking, and information-sharing. Privacy concerns cut across all demographics, underscoring the need for transparent and secure digital experiences. To succeed in this dynamic landscape, marketers must adapt swiftly, harnessing the allure of ephemeral content and maximizing e-commerce functionalities to forge meaningful connections with diverse age groups.

Generation Alpha (Born 2011-2025):

Generation Alpha, often referred to as "Mini Millennials," is set to become the largest generation globally , wielding significant influence and buying power. Born into a world immersed in digital technology, they favor platforms like Instagram and TikTok for their visually-oriented and interactive nature. This generation is expected to inherit their millennial parents' interest in personalization and healthcare , making them responsive to brands that offer tailored experiences and emphasize humanized messaging. For marketers, focusing on visually compelling content and engaging storytelling through platforms that resonate with Generation Alpha's digital upbringing will be key to capturing their attention and loyalty.

Generation Z (Born 1997-2012):

As the first true digital natives, Generation Z has grown up with social media as an integral part of their daily lives. They are avid users of YouTube, Instagram, TikTok, and Snapchat, spending hours consuming and creating content. Gen Z values authenticity and social responsibility in brands, often gravitating towards companies that align with their ethical beliefs and engage with trending topics and memes in a genuine way. They are vocal about social issues like climate change and expect brands to demonstrate a commitment to these causes. Marketers targeting Gen Z should leverage influencer partnerships, user-generated content, and participate in online conversations to build trust and loyalty among this digitally focused generation.

Millennials (Born 1981-1996):

Millennials, now firmly established in their careers and family lives, remain active on platforms such as Facebook, Instagram, and X. This generation values personalized experiences and informative content , often seeking out reviews, testimonials, and blogs before making purchasing decisions. They appreciate brands that engage authentically and transparently , particularly through user-generated content and influencer collaborations. Millennials are also known for their preference for brands that reflect their values, such as sustainability and social responsibility. Marketers can appeal to Millennials by focusing on storytelling that resonates emotionally and offering personalized experiences that enhance customer loyalty.

Generation X (Born 1965-1980):

Generation X, sandwiched between Baby Boomers and Millennials, approaches social media with caution and primarily uses platforms like Facebook for communication and information gathering. They are less likely to engage in content creation and prefer social media as a tool for staying connected with friends and family or accessing reliable information. Gen X values privacy and authenticity in online interactions, preferring brands that deliver straightforward and practical messages without overwhelming them with marketing fluff. Marketers should focus on providing valuable content that respects Gen X's need for privacy and delivers clear, informative messaging that aids in decision-making.

Generation Jones (Born 1954-1965): 

Generation Jones bridges the gap between Baby Boomers and Generation X, often considered a “micro-generation” within the latter half of the Boomer cohort. Shaped by the shift from 1960s optimism to 1970s economic uncertainty, they tend to be more pragmatic and value-driven than earlier Boomers.

Unlike younger generations, they are not digital natives but are comfortable using technology for research, communication, and convenience. They value authenticity, practicality, and messaging that emphasizes reliability over hype. This group also places a strong focus on health, wellness, and maintaining an active lifestyle.

For marketers, a balanced approach works best, combining digital channels like email and web with traditional media.

Baby Boomers (Born 1946-1964):

Baby Boomers, although less active overall on social media compared to younger generations, can be found predominantly on LinkedIn and Facebook . They use these platforms primarily for professional networking, communication with family, and researching products and services. Boomers value social media as a tool for accessing information and connecting with communities of interest, particularly those related to hobbies, travel, and retirement planning. They are less likely to engage in online shopping through mobile apps but appreciate social media for its ability to share interesting content and stay informed. Marketers can engage Boomers by providing educational content, expert insights, and fostering meaningful connections that cater to their specific interests and needs .

Understanding generational tendencies allows marketers to tailor their strategies effectively, ensuring their message resonates with diverse audiences. By recognizing the unique preferences and behaviors of each generation, brands can create more meaningful and impactful connections, driving engagement and loyalty across the board. Want to learn more about effective marketing strategies? Check out our blog for additional insights, or contact us here to see how we can help your business thrive.

Road to Gold: How Brands are Leveraging the 2024 Paris Olympics

Thu, 01 Aug 2024 16:51:53 GMT

The 2024 Paris Olympics are not just a platform for athletes to shine; they are also a golden opportunity for brands to reach millions worldwide. Companies are investing heavily in marketing campaigns to promote their products and services, often using Olympic themes and athletes to create a strong emotional connection. Alongside other major sporting events, the Olympics have incredibly strict rules on what verbiage brands that are not official sponsors are allowed to say, but even with these restrictions in place, the Olympics is a “hype beast” for brands to jump on.

Nike's Winning Isn't For Everyone Ad

Beginning with the question, “Am I a bad person?”, Nike associates greatness with characteristics such as deception, obsession, and disregard for competitors, in contrast to the Olympic ideals of "excellence, respect, and friendship." Featuring athletes as being overly competitive and self-centered, critics argue that Nike is painting these individuals to be " egotistical maniacs " instead of dedicated athletes who have compassion for their sport and competitors. As stated by The Growth Equation , "Nike’s ad appeals to the angry gym bro or the person in the municipal running club who cheats to win their local 5K. It does not represent the best in the world."

One of the most controversial elements of the ad is a scene featuring a Chinese athlete licking their table tennis paddle. This sparked outrage across Weibo, a Chinese microblogging site, as many deemed the ad culturally insensitive. According to Jing Daily , many critics believe that the "scene specifically targeted the mainland due to the sport’s national significance, and accused Nike of tarnishing the public image of Chinese athletes." Nike has yet to issue an apology.

Despite the controversies, the ad has garnered significant attention. Global Media Intelligence CARMA reported that out of 15,000 observed responses to the Nike ad, 56% were positive, and only 1.9% were negative. This indica

Google's Gemini Failure

In a groundbreaking move, Google has become the first tech company to partner with Team USA and NBCUniversal for the Paris Games, marking its inaugural role as the team's official search AI partner. In an effort to highlight their cutting-edge advancements in Gemini, Google's " Dear Sydney " ad portrays a father asking Gemini, an AI writing assistant, to help his daughter write a letter to Olympian and 400-meter-hurdle world-record holder Sydney McLaughlin-Levrone . The father says he’s "pretty good with words, but this needs to be just right."

At SparkShoppe, we're always in tune with the latest news and trends. Contact us today to learn how our skilled marketing team can assist your company in staying ahead of the competition!

Many viewers have criticized the ad as ingenuine and manipulative. Shelly Palmer , CEO of the Palmer Group, stated, "I want to live in a culturally diverse world where billions of individuals use AI to amplify their human skills, not in a world where we are used by AI pretending to be human." Google has faced significant backlash from consumers, leading to the decision to turn off comments on the ad on YouTube.

A Google spokesperson responded to The Drum , saying, "We believe that AI can be a great tool for enhancing human creativity, but can never replace it." Despite their intentions, the ad missed the mark by showing AI replacing a child's creativity, resulting in significant negative feedback.

Prime Hydration's Legal battle

On July 19th, The US Olympics and Paralympics Committee (USOPC) sued Prime Hydration for trademark infringement. The lawsuit states that "Prime used the goodwill associated with USOPC’s intellectual property to sell and promote its products and its brand."

Source: Forbes

The USOPC claimed that Prime Hydration used "Olympic-related symbols and terminology" such as "Olympic," "Olympian," "Team USA," and "Going for Gold," on their packaging, as well as featuring Olympic US basketball player Kevin Durant. USOPC had previously signed a licensing agreement with Coca-Cola to use Olympic and Team USA branding in the US, stating that "the value of the sponsorship agreement is derived from its exclusivity."

This legal battle underscores the importance of adhering to trademark guidelines and respecting exclusive agreements. Prime Hydration's use of Olympic-related branding without authorization has led to significant legal and reputational consequences.

Innovative Approaches by Nonofficial Partners

As most brands do not have the luxury of having an official partnership with the Olympics, due to the Olympic Partner Programme ’s restrictive set of collaborators, some have found creative ways to leverage the event without infringing on any Olympic properties.

Amazon employed an indirect marketing strategy with " The Deep’s Olympic Ad " on YouTube. The ad features the character 'The Deep' from Amazon Prime’s show "The Boys" starring in Vought International’s Olympic ad.

The ad does not directly promote any products but instead promotes the show's season finale, which is exclusively available on Amazon Prime. By using a popular character and aligning their marketing with the Olympic spirit, Amazon successfully creates buzz and drives viewership to their platform. This approach shows that even nonofficial partners can benefit from the global attention the Olympics garner.

From Nike's controversial yet engaging ad to Google's AI experiment and Prime Hydration's legal troubles, there are numerous lessons to be learned about the dos and don'ts of Olympic marketing. Additionally, innovative strategies like Amazon’s indirect marketing demonstrate that there are creative ways to benefit from the Olympic spotlight without official partnerships.

Marketing Trend Tracker - Series 12

Thu, 25 Jul 2024 17:49:07 GMT

This edition of Trend Tracker examines the highs and the lows happening for social media platforms. Companies like LinkedIn are introducing new opportunities, such as sponsored newsletters, offering alternative channels for brand promotion and engagement. Meanwhile, major brands are reducing their TikTok ad spending reflecting the growing uncertainty about TikTok's future and prompting a strategic reevaluation of digital advertising investments. Navigating these changes is crucial as brands seek to adapt and thrive in a shifting digital landscape. At SparkShoppe, we work to bring you the latest marketing news. Read below to learn more!

Major Brands Decrease Their TikTok Ad Spending

Ahead of TikTok’s potential upcoming ban in the United States come January 2025, major brands have begun reducing their spending on advertising. Some of the brands with the biggest declines are Target, DoorDash, Bayer, and Procter & Gamble. Although TikTok could avoid this fate if its parent company, ByteDance, sells the company before the U.S. government’s deadline, it remains to be seen whether this will happen. Read more about TikTok news on our blog .

Companies are shifting focus to other outlets due to the uncertainty in TikTok’s future. If TikTok does get removed from U.S. users, brands will need to move to different platforms in order to reach their target audience. These brands have been proactive in their approach to the potential TikTok ban, but is that the right decision for everyone?

The TikTok paradox looks at two situations : on the one hand, TikTok is very popular and contains a wide audience, reaching 1.92 billion users worldwide in 2023, making the social media platform a logical choice for many brands to include in their digital marketing budgets. On the other hand, relying on a social media platform that may soon disappear is a calculated risk. Even though advertising on TikTok may mean more reach, brands should start to integrate other platforms into their advertising strategy if they have not done so already.

Sponsored Newsletters: A New Feature of LinkedIn

Recently, LinkedIn announced that it was changing its sponsored articles ad option to include sponsored newsletters . These will serve as another method for brands to generate leads on the social media platform. Interestingly, the newsletters have had significant growth and could be a noteworthy opportunity for promoting your brand.

Sponsored newsletters are quite similar to sponsored articles, which allow brands to promote their content as well as require sign-ups to view it on the app. In addition, newsletters are able to be boosted , attracting more subscribers. As of right now, only newsletters written by a company and that are part of an organic Company Page post can be sponsored. In the upcoming releases, articles written by members could be sponsored, but this remains to be seen.

These newsletters can be utilized in brand awareness and engagement campaigns. This feature could be worthwhile for many brands looking to grow their presence on LinkedIn, especially since there has been a 47% increase in engagement with newsletter articles. Since LinkedIn is rolling out sponsored newsletters over time, not everyone will have access to the feature immediately.

At SparkShoppe, we're always in tune with the latest news and trends. Contact us today to learn how our skilled marketing team can assist your company in staying ahead of the competition!

At SparkShoppe, staying on top of the latest trends is our specialty. Contact us today to learn how our team of marketing experts can position your company at the forefront of innovation!

The Supreme Court Takes on Social Media

Tue, 16 Jul 2024 19:25:37 GMT

Since the invention of social media, the medium has largely been unregulated. As social media continues to evolve and grow its user base, governments are trying to catch up to the social media giants through legislation. In other parts of the world, such as the European Union, regulation of social media has begun with a heavy focus on user privacy, but in the U.S., this is a new area of focus for legislators that is spilling over into the court system. The Supreme Court, the highest court in the nation, has recently examined cases involving new social media regulations; read below to see what the future holds for these laws.

Moody v. NetChoice, No. 22-277, and NetChoice v. Paxton, No. 22-555

Both of these cases address the issue of whether social media companies have the right to moderate content on their platforms, or if doing so infringes upon free speech. Each case examines a different state law. The Florida case, Moody v. NetChoice, No. 22-277 , addresses the right of social media platforms to permanently remove candidates for state public office from using their site. Meanwhile, the Texas case, NetChoice v. Paxton, No. 22-555, is in response to the state law prohibiting social media platforms from removing any content based on the user’s viewpoint.

Both cases came to no definitive conclusion. Instead of ruling on the matters, the Supreme Court unanimously agreed, by a 9-to-0 vote, to send these cases back to the lower courts for further examination. Before the Supreme Court hearing, the U.S. Court of Appeals for the 11th Circuit upheld a preliminary injunction that temporarily blocked Florida’s law.

Also, the 5th Circuit panel reversed a lower court’s order blocking the Texas law. The majority of the judges cited the need for lower courts to properly examine the First Amendment when considering the verdict in each case. For both, the Biden Administration has come out in support of social media companies. As of right now, the cases remain on hold for the foreseeable future.

Murthy v. Missouri, No. 23-411

In another case regarding freedom of speech, the Supreme Court examined the arguments in Murthy v. Missouri, No. 23-411, which dealt with the question of whether the government had the right to contact social media platforms to combat what the government claimed was misinformation . The case was in response to communications between top officials in the Biden Administration and social media companies about taking down posts on specific topics such as Covid-19 and election fraud conspiracy theories.

Unlike in Moody v. NetChoice, No. 22-277, and NetChoice v. Paxton, No. 22-555, the Supreme Court came to a concrete resolution in this case. The decision, by a 6-to-3 vote, was a win for the Biden Administration. Specifically, the judges cited that the plaintiffs “had not suffered the sort of direct injury that gave them standing to sue” in this situation. Although there were several dissenting votes, the topic covered in this instance appears settled for the foreseeable future.

Potential Future Case: Limiting Addictive Social Media for Minors

In New York, Governor Kathy Hochul signed a bill allowing parents to block their children's social media accounts from receiving suggested posts from a platform’s algorithm. Critics of social media outlets cite that algorithms are addictive for users.

The legislation dictates that on apps like TikTok and Instagram, algorithmic feeds would not be available to minors and only posts of accounts they follow would be visible. Additionally, notifications for suggested posts would be prohibited from the hours of 12 am to 6 am. However, these restrictions could be turned off if a minor gets verifiable parental consent. There will be no immediate actions taken for the law as currently the New York State Attorney General, Letitia James, is working to create effective rules and enforcement mechanisms. Although not a Supreme Court case, this law is definitely a topic to look out for in the coming years.

Potential Future Case: TikTok and its TikTok Creators Sue the U.S. Government

The social media platform TikTok has sued the United States government over the new law which would force the app’s Chinese owner, ByteDance, to sell the company or face a ban in the country. TikTok is making the case that the law violates the First Amendment rights of their users since it removes an app that millions of Americans use to share their views and communicate freely. The government has given the company a timeline of 9 months from April 24th, 2024 to sell TikTok, however, the social media platform has declared this to not be possible. With TikTok fighting for its survival, it is very likely for this case to reach the Supreme Court .

In addition to TikTok, TikTok creators have taken to the courts to sue the U.S. government over the possibility of a TikTok ban. TikTok creators are arguing that this law violates their First Amendment rights . Currently, the case has been filed in the U.S. Court of Appeals for the District of Columbia Circuit; the designated jurisdiction for challenges to the law. Whether or not this dispute makes its way to the Supreme Court remains to be seen.

At SparkShoppe, we're always in tune with the latest news and trends. Contact us today to learn how our skilled marketing team can assist your company in staying ahead of the competition!

Meta's Big Push to Attract Gen Z

Mon, 01 Jul 2024 16:01:49 GMT

Facebook (owned and operated by Meta Platforms, Inc.) is on a mission to reshape their image. Known primarily as a platform for older generations , it's now setting its sights on attracting Gen Z, the dynamic and digitally savvy generation that makes up over 20% of the U.S. population.

The Challenge - Facebook’s Image

Let's face it — when you think of Facebook, you might think of grandparents sharing family photos or parents posting updates about their day. For years, Facebook has been seen as the social media hub for the older generations, as it was one of the first to rise to popularity. Meanwhile, more recently created platforms like TikTok captivate younger audiences with their trendy features and short-form content. Facebook realizes that if they don’t appeal to younger generations, their business will suffer, so here’s what they are doing about it.

How is Facebook Adapting to the Times?

1. Mirroring TikTok’s Short Videos with Facebook Reels

Facebook has taken a page out of TikTok’s book and created their own “ Reels ”. Reels allows users to create, share, and browse short form videos ( up to 90 seconds ). These short videos are engaging and easy to consume, making them perfect for Gen Z, who crave quick, entertaining, yet informative content . With Reels, Facebook hopes to capture the attention of young users who love scrolling through bite-sized content.

2. Pushing Facebook Marketplace as the Hottest Virtual Thrift Store

Gen Z loves a good bargain, and Facebook is leveraging this by promoting Facebook Marketplace as the go-to place for thrifty shopping. The Marketplace offers a convenient platform for buying and selling second-hand items. With sustainability and budget-consciousness being significant values for Gen Z, thrifting is more than a trend — it’s a lifestyle. Facebook is tapping into this by making it easy to find great deals on everything from fashion to furniture, right within the app.

3. Monetization for Content Creators

Since Gen Z are more likely to be on platforms such as YouTube, Instagram, and TikTok, they might not realize the audience size and potential for content creators to make a living posting to Facebook. Facebook has expanded its creator monetization tools in an attempt to become a more enticing platform for influencers to post to. Ironically, Facebook's demographic of 25-44 year olds give influencers the opportunity to reach a demographic that may not be in their current audience. Facebook’s monetization strategy is likely to strike a chord with Gen Z, as many of them are interested in influencer roles , and see it as a respectable career choice.

The Future of Facebook - Will it Work?

The big question remains — will these changes be enough to bring Gen Z to Facebook? Only time will tell. What’s clear is that Facebook is making bold moves to stay relevant in an evolving social media landscape. By adopting features that resonate with younger audiences and promoting spaces that align with their values, the platform is taking significant steps towards bridging the generational gap.

Whether you’re a seasoned social media user or a newcomer, keep an eye on Facebook’s transformation. It’s an exciting time to see how one of the most established social media platforms adapts and evolves to meet the demands of a new generation.

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Marketing Trend Tracker - Series 11

Fri, 28 Jun 2024 18:46:50 GMT

In the ever-evolving landscape of marketing, industry leaders are shaping the future with pioneering initiatives. While LinkedIn is making strides with its Premium Business Pages, Meta has hit a roadblock in Europe for its AI roll-out. Discover the pivotal news sweeping the community and what lies ahead in the marketing world.

Meta's Delayed AI Release in Europe

Recently, Meta announced its “all-out AI push has taken a hit” due to unease regarding the use of user data from Facebook and Instagram to fuel its AI models. This came after numerous objections to the company’s policy, and even a call to data protection authorities in numerous European countries from the NOYB advocacy group, a European non-profit organization dedicated to furthering support for the General Data Protection Regulation (GDPR).

The primary issue is the content Meta is training its AI with, particularly the use of public posts on both Facebook and Instagram, which could be a violation of EU data usage regulations. In its defense, Meta maintains that it is not taking any private messages or audience-restricted updates to fuel its machine learning and therefore believes it is in proper compliance with its user privacy agreements . Although Meta has made an effort to quell anxieties around its AI technology, most of the work is now on hold until EU regulators can assess these new complaints.

From a user perspective, Meta’s actions could be quite troublesome. Due to the broad user agreements, many individuals may not know their content is being used and if someone is looking to reach a large audience, any assets publicly shared are fair game for Meta to utilize in its AI tools. Part of Meta AI’s core mission is its image generation technology; taking user’s inputs and transforming them into reality to foster creativity. By training the AI with public posts, the software could generate images similar to someone’s original content.

The verdict of the European Regulators has yet to come. They will first assess the case against current G.D.P.R. regulations, but one can predict that they will require Meta to make some changes to its AI models before their release.

Source: Facebook News

Premium Company Pages: LinkedIn's New Business Feature

Premium Company Pages are a new feature from LinkedIn intended to attract more small to medium-sized businesses. Starting at $99 per month, these pages will give companies access to a wide variety of exclusive features that maximize their in-app presence.

So what do Premium Company Page subscribers get? Selling points include the ability to enhance in-app Page appearance through custom CTA buttons, the option to auto-invite people who engage with the company Page or content, insights into Page visitors, testimonial display, AI writing assistant tools, and more.

More features for Premium Company Pages are in the works. For example, the “Services Showcase” will give users the ability to showcase media and reviews on their business profile. A custom button for “Request Services” is also in development to help generate leads.

Additionally, subscribers can receive more alerts from searchers seeking quotes and have their pages displayed more prominently. In this era, there would not be a technology roll-out without AI. LinkedIn explains subscribers can use AI to “save time” on writing and editing drafts to potential clients among other uses.

At SparkShoppe, staying on top of the latest trends is our specialty. Contact us today to learn how our team of marketing experts can position your company at the forefront of innovation!

Celsius Leaps Over Olympic Hurdles

Mon, 17 Jun 2024 13:09:05 GMT

For brands looking to align with the Olympics, the journey often involves navigating numerous hurdles—both financial and regulatory. Official Olympic sponsorships through the International Olympic Committee’s (IOC) Olympic Partner Programme are prohibitively expensive, often costing hundreds of millions of dollars. However, many brands have figured out workarounds in the past. Nike, Gatorade, GoPro, and Under Armour are among the companies that have successfully found ways to sidestep these obstacles and still capitalize on the Olympic buzz. Following in their footsteps, energy drink company Celsius is poised to leverage similar strategies in the upcoming games.

Instead of seeking official Olympic partner status, Celsius focuses on building relationships with athletes themselves. This approach allows the brand to enhance its credibility and visibility without the enormous expense associated with official sponsorships . As Celsius CMO Kyle Watson explains, “If you’re really thinking about how to more authentically tie your brand into this space, it is through these athletes, because that’s what the entire thing is all about.”

By working directly with athletes, Celsius can maintain a presence in the Olympic conversation without infringing on Rule 40 of the Olympic Charter , which restricts what marketers and athletes can do during the "Games Period." Rule 40 aims to protect the exclusivity of official Olympic sponsors by limiting athletes' promotional activities for non-official sponsors during the Olympics, thereby ensuring the focus remains on athletic performance rather than commercial interests.

Celsius has leveraged their experience with Rule 40 from a past partnership with Olympic snowboarder Shaun White , gaining permission under the Personal Sponsorship clause. This knowledge helps them stay compliant while making an impact. For the upcoming Paris Games, Celsius has launched a campaign featuring Noah Lyles, a bronze medalist from the Tokyo Games, well before the blackout period. The campaign includes a 15-second TV spot airing on platforms like Peacock, Fubo, and Hulu, ensuring brand visibility leading up to and during the Games.

Drawing inspiration from Nike's innovative " Find Your Greatness Campaign " during the 2012 London Olympics, which creatively countered Adidas's significant budget with a focus on individual achievement, Celsius adopts a similar strategy. The energy drink company leverages the stories and achievements of individual athletes to connect authentically with consumers. This approach allows Celsius to distinguish itself in a landscape dominated by brands with massive sponsorship budgets. By forging enduring partnerships with athletes like Lyles, Tara Davis-Woodhall, Hunter Woodhall, Fred Richard, and Konnor McClain, Celsius not only promotes its products but also aligns its brand with top-tier athletic performance. These partnerships add credibility and authenticity to Celsius’s endorsements, reflecting its commitment to supporting athletes beyond mere sponsorship deals.

Via Celsius

Celsius is not solely focused on whether their athlete partners make it to the Games. Watson emphasizes that it’s more about the journey and the athletes' potential to compete at this level. This approach underscores the brand’s commitment to supporting athletes' overall careers and personal stories, not just their Olympic performances.

By focusing on authentic athlete relationships and strategic marketing, Celsius enhances brand awareness and credibility on the Olympic stage without the high costs of official sponsorships. This approach aligns Celsius with values of athletic excellence and personal achievement, distinguishing it from competitors reliant on traditional sponsorship models. Stay updated with SparkShoppe for all the latest marketing news surrounding the Paris Olympic Games.

Marketing Trend Tracker - Series 10

Thu, 30 May 2024 16:06:14 GMT

In an era where technology continues to reshape our daily lives, Google and streaming giants are making significant strides. Google is revolutionizing the use of AI, while users are combating rising streaming service costs by embracing ad-supported subscriptions. Let's delve into these exciting developments and explore how they are setting new benchmarks in their respective fields.

Google's Generative AI

At Google's 2024 I/O Conference on May 14th, the tech giant unveiled its ambitious plans for integrating Generative AI into its search functionalities. This advanced AI model, customized for Google Search, features multi-step reasoning, planning, and multimodality, promising to revolutionize online information retrieval. At the Google Marketing Live event on May 21st, further insights were provided into the future of AI in digital marketing, highlighting its potential for enhancing creative, media, and measurements.

Google’s new updates to Performance Max (PMax) promise users more transparency and control over how their ads look, where they are appearing and how they are performing. Generative AI will allow advertisers to use brand guidelines (brand colors and fonts) as a reference point for new images that match the brand’s style, enabling them to use these assets across platforms and campaigns. While users will be able to add and remove objects, extend backgrounds, and adjust images from the Google Merchant Center, Google is partnering up with Canva , Smartly , and Pencil Pro to export assets easily to and from Google Ads. Google also revealed that asset-level reporting will be added to PMax in the next few months. This enhancement will enable you to view key conversion metrics for individual creative assets, providing insights into what resonates with consumers.

In addition, Google is rolling out major updates to its Shopping Ads, introducing a virtual try-on (VTO) feature for apparel. Starting with men’s and women’s tops, users will be able to see how different styles look on various body types. Additionally, Google has unveiled 360-degree product views for items like sneakers, generated from seller-provided images, that automatically features key product information along with customer reviews. Advertisers will also be able to include clickable short-form videos, created by brands or influencers, directly within these ads. These videos will offer interactive experiences, allowing shoppers to explore related products, styling tips, and customer reviews, with detailed product information displayed beneath each video.

Source: Google

Google's AI Overview enhances user engagement by providing brief summaries and links, allowing users to ask complex questions in a single query. For example, users can inquire about yoga or pilates studios in Boston, their introductory offers, and walking distances all at once. Google plans to test Search and Shopping ads in AI Overviews for U.S. users, with relevant Max and AI-powered Search campaigns potentially appearing in the "Sponsored" category. However, many users have encountered " low-quality " information, such as suggesting to add glue to keep cheese from sliding off a pizza. Google is taking swift action to remove inappropriate AI Overviews, according to spokesperson Meghann Farnsworth.

Search ads will now offer AI-powered, personalized interactive ad experiences where shoppers can share detailed information about what they're looking for by uploading images or videos. This new feature allows customers to click on an ad, upload photos, and receive tailored recommendations, with the option to complete the transaction directly within the ad. For example, during their event, Google demonstrated how a storage space ad can allow users to upload images of furniture they need stored and receive sizing recommendations based on their input. This new feature is just one of the many ways that Google continues to innovate and improve upon its advertising platform, providing a more personalized and efficient experience for both businesses and customers alike.

Overall, Google's integration of Generative AI into their platform underscores its ongoing efforts to make searching more intuitive, comprehensive, and user-friendly. By enabling complex queries, enhancing engagement, and offering increased personalized advertising, Google continues to push the boundaries of what AI can achieve in improving our daily digital experiences.

Cutting Costs and Capturing Clicks!

As consumers look to cut costs and embrace ad-tier streaming services, personalized and interactive ads are becoming increasingly relevant. With rising subscription costs , many are shifting towards ad-supported tiers, which offer a more affordable way to access their favorite content. These lower-priced options mean that streaming services must rely more on ad revenues, making the effectiveness of their advertising strategies crucial.

Deloitte's October 2023 study revealed that American households spend an average of $61 per month on streaming services, with 40% having canceled at least one paid service in the past six months. In the first three months of 2024, 56% of new subscribers opted for ad-supported subscriptions, indicating a strong consumer preference for cost-saving options. Despite bundling efforts, nearly half (48%) of survey respondents said they would cancel their favorite subscription if costs increased by just $5, further highlighting price sensitivity.

To address these challenges, streaming services are increasingly turning to personalized, interactive ads, borrowing strategies from social media. Nearly 40% of respondents under 41 are interested in the ability to click through ads they watch on streaming platforms, showing a significant shift in consumer expectations. By delivering the right content to the right audience at the right time, these ads can capture viewers' attention more effectively.

At SparkShoppe, staying on top of the latest trends is our specialty. Contact us today to learn how our team of marketing experts can position your company at the forefront of innovation!

Navigating the New Frontier: Google's Pivot to CTV & OTT

Thu, 09 May 2024 17:41:29 GMT

In a rapidly evolving digital era, Google's strategic shifts are often a beacon for marketers and content creators aiming to stay ahead. The IAB NewFronts event in New York City highlighted streaming ad platform strategies through Google's focus on Connected TV (CTV) and Over-the-Top (OTT) media services.

Source: IAB NewFronts

The (continued) Rise of Streaming Platforms

Source: Roku

Streaming platforms have been at the forefront of digital entertainment. Just this March, YouTube reached an all time high for watch time. In addition, at NewFronts, Roku presented their new brand integrations for Roku City which is a custom neighborhood that functions as the Roku screensaver, along with other new ad formats . This trend indicates that more audiences are focusing their attention on streaming platforms, and businesses are beginning to want a piece of the action.

Google and the Streaming Ecosystem

Google is integrating Display ads with more streaming services, starting with Disney’s Real-Time Ad Exchange and expanding to include Paramount+ and Warner Bros. This move allows advertisers to reach a wider, more relevant audience across various platforms, creating a direct link between advertisers and the growing streaming audience.

Maximizing ROI and Saving Time

This integration comes with an increased ROI for advertisers. President of Disney Advertising, Rita Ferro, spoke about the integration and how it will “ unlock incremental value ” for advertisers and potentially improve audience match rates. Google and Disney are hoping these optimizations will help advertisers see more success in their marketing efforts, providing a win-win for both sides.

Doubling Down on AI

Google is also leveraging Artificial Intelligence (AI) to improve the DSP (Demand Side Platform) experience, by introducing " audience personas " for more nuanced audience selection. This AI integration allows for deeper customization and efficiency in digital campaigning, making audience targeting more precise and impactful and allowing for discovery of new and higher impact audiences.

Google’s leaning further into CTV and OTT offers marketers access to engaged audiences on premium streaming platforms. The use of AI in DSP experiences enables more sophisticated targeting strategies, aligned with individual viewing preferences, making ads more resonant and relevant.

The Road Ahead

As Google enhances its strategic partnerships and continues to innovate with AI, the digital video advertising landscape is transforming. Marketers and content creators need to stay informed and adaptable. Understanding viewer engagement dynamics and creatively using technology will be crucial in turning viewers into loyal audiences and driving growth.

Google's dedication to CTV and OTT marks a strategic direction for the future of digital advertising, offering limitless possibilities for those ready to explore this new frontier. If you want to keep up with everything digital, stay up to date with the SparkShoppe blog!

Navigating the Cookie Crumble: Google's Third-Party Cookie Delay Explained

Tue, 07 May 2024 18:14:03 GMT

In the ever-evolving landscape of online privacy, Google's recent announcement of yet another delay in the phase-out of third-party tracking cookies has stirred significant debate and speculation. This latest decision signifies the third delay since Google first introduced its plan in 2020 to cease the use of cookies. Initially scheduled for a complete phase-out by 2022 , the timeline was extended to the end of 2024. Now, with the most recent postponement, the tech giant is considering 2025 as a potential deadline, indicating a prolonged transition period for the advertising industry.

Google's rationale for delaying the cookie phase-out revolves around ongoing challenges and feedback from stakeholders and regulatory bodies like the U.K.-based Competition and Markets Authority (CMA). The proposed alternative to cookies, dubbed the Privacy Sandbox Initiative , has faced criticism from many people in the advertising industry. They argue that the tools are difficult to operate and do not replace many of the cookies' functions, or that they give Google too much power overall.

Despite the ongoing uncertainty, Google remains committed to working closely with the CMA and others, hoping to conclude the process this year. But, the ad industry remains skeptical. In a recent Digiday+ Research survey, 39% of marketers believed the third-party cookie deprecation would occur in Q2 2025 or later, and only 26% had thought that Google would pull the plug before 2022 ends.

Wayne Blodwell , founder and CEO of Impact Media, offers a silver lining for marketers amidst this delay. He suggests that regardless of this setback, smart measurement remains the most significant way for advertisers to gain a competitive edge, urging them to pivot to durable, non-cookie methods such as attention, market mix modeling, and econometrics.

Google's latest delay in phasing out third-party tracking cookies underscores the intricate challenges inherent in navigating the intersection of privacy and innovation in the digital age. While the road ahead may be fraught with uncertainties, it also presents opportunities for collaboration and innovation.

To stay informed about this story and others in the digital marketing world, make sure to follow SparkShoppe on all major social media platforms.

The Mastermind Behind Marketing The Tortured Poets Department

Wed, 24 Apr 2024 21:06:18 GMT

ICYMI-- Taylor Swift released her 11th studio album, The Tortured Poets Department (TTPD) on Friday, April 19th. Swift embraces re-invention and rebranding as she evolves and ages over time. The marketing tactics reflect this growth and often become more experimental with each album release. The album was announced at the Grammys in February, and there was minimal advertising done for the album before release week, which breaks with the traditional promotional cycle of releasing a lead single to get listeners excited for new music. Even without an overt traditional marketing push, The Tortured Poets Department still broke streaming records on both Spotify and Apple Music. (Variety, 2024)

Source: IG @Taylorswift

Swift positions herself as a "tortured poet" in this album, dealing with the pressures and struggles of her creative and celebrity life. Swift used multiple strategies to promote the release, one of which involved the release of limited-time merchandise on her website along with multiple limited edition vinyls, CDs, and cassette tapes, with each set containing a different bonus track and different artwork. Consequently, this creates a sense of urgency to buy the merchandise and variants in fear of the items selling out, while also positioning the variants as collector’s items. There are often timers on her website counting down to when the sale of items will end, or disclaimers that say “while supplies last”. Additionally, her team often creates hype for merch drops/other surprises by having countdowns leading up to a drop, often hidden as an Easter Egg for the fandom to find.

Swift leans heavily on the physical aspect of owning music even as streaming has become more popular and the go-to for listening. Since the Fearless release in 2009, she has been releasing special edition CDs and vinyls exclusively in Target stores, creating a longstanding partnership that has been mutually beneficial for the singer and retail chain. Swift also utilizes streaming platforms like Spotify and Apple Music to promote her albums by providing exclusive content to each respective platform. On Apple Music, there were playlists curated in anticipation of the album with a theme from the new album using her previous work. There was also a daily puzzle encrypted in the Apple Music lyrics, where a song from one of the 5 playlists would have certain letters capitalized that would then spell out a word to form a clue about the album. This happened leading up to the album and was a callback for her longtime fans when she used to include secret messages the same way in the album liner notes. (The message read: “We hereby conduct this post-mortem,” a lyric on one of the Anthology tracks released at 2am.) For Spotify listeners, the billboards featured in major cities leading up to the release only included lyrics from the second half of the album released at 2am. This left many fans confused during their first listen, but eagle-eyed Swifties knew to look forward to a surprise at 2am based on Easter Eggs from Swift (more on this later!)

Source: Spotify

Additionally, Spotify built a pop-up installation at The Grove in Los Angeles, CA which opened up on Tuesday, April 16th. This pop-up was an open-air installation of a poetry library that allowed fans to explore Swift’s new era. Each day, the installation was updated to include more surprises which kept fans coming back (Elle, 2024) . Fans were eager to visit the library and find Easter Eggs Swift had left for them. Those who were unable to attend were still able to visit it via social media posts. Integrating social media marketing with an in-person experience creates a fear of missing out (F.O.M.O.), bringing more awareness to Spotify and their support of the pop-up shop as well as generating engagement on their posts.

The marketing leading up to the album was thoughtful but subtle. Swift would release little bits and pieces on her social media about the album to keep fans excited. It began with just a post of the album cover with the track list, as well as the variants of vinyl editions. The official fan account run by her team @taylornation also shared updates from “the chairman” leading up to the release. The content Swift posted leading up to TTPD was limited but carefully chosen. Swift assigns a color to each era, and every post made on her account, as well as on @taylornation, used a sepia filter leading up to the album release even if the post was not pertaining to TTPD. This gave her profile a rebrand, and gave fans a hint to the more somber tone of the Era.

Social media is the place where Swifties can gather from all over the world and share their devotion and love of Taylor Swift with others. Fans are eager to participate in the Easter Egg clues Swift leaves through her clothing, speeches, photographs, and social media posts. Swift has admitted she leaves clues to new releases up to two years in advance, giving fans plenty of time to create theories. For TTPD, it was a nod at the number two. She was holding up a peace sign at many Eras Tour concert nights, the album announcement, and throughout social media that left fans speculating. The two ended up being the hint to a double release of the album, as at 2 am on April 19th, she released another 15 songs: The Anthology on top of 16 songs for a total of 31 songs at 2 hours and 2 minutes. Swift’s fans know what to look for, and Swift often provides – it is a mutual game they play and everyone enjoys it.

In the weeks leading up to the release of the album, her official fan page @taylornation was active on X, formerly known as Twitter, prompting the album and engaging with fans posting about their excitement. The account responded with content related to the TTPD era, whether it was puns on the track titles or the use of emojis. The X account was active the entire day on the 18th posting tweets and retweeting fans. Starting at 12:00 AM E.S.T. at the time of release, they were actively tweeting content related to the songs that would align with the millions of listeners streaming for a massive streaming party.

To further encourage fan engagement, Swift utilized YouTube Shorts. The platform, which boasts 153 million monthly viewers in the United States, may not be the most popular short form video platform, however where Swift goes, the Swifties follow. She launched The Fortnight Challenge , encouraging fans to share clips of their lives for the past fortnight (2 weeks) that she herself kicked off with clips from her personal life. The #ForAFortnightChallenge currently has 8.6k videos on YouTube.

Source: X, @billboard

Most, if not all, of her marketing was towards her current fans, and she knows how to get their attention. And her fans take care of the rest organically streaming, listening, buying, and reposting content about all of the lyrics and hidden messages. The fans constantly sharing content related to Swift and their theories is then often picked up by media outlets to be shared with more mainstream audiences. Swift’s in a league of her own for the record, competing with herself for top spots on the Billboard Hot 100 and most streamed albums in a day. Swift’s legacy was not always like this; it was years in the making of hard work and determination. If you want to keep up with all things marketing, be sure to follow us on social and check into our blog from time to time!

Marketing Trend Tracker - Series 9

Tue, 23 Apr 2024 13:16:30 GMT

This month has ushered in notable shifts within the digital marketing sphere, marked by significant updates from platforms LinkedIn and X, and a proposed federal privacy act aimed at transforming how businesses handle data collection, usage, and sharing. These changes are not just altering user engagement strategies but are also setting new precedents for content creation and online interaction. Let's explore these changes and their potential impact on the future of digital marketing.

LinkedIn's Collaborative Articles

Since its release in March 2023, LinkedIn’s “ Collaborative Articles ” have witnessed a quadruple increase in weekly member contributions. They have also seen a 270% surge in weekly readership since September. Utilizing a blend of AI-powered technology and user contributions, this innovative feature was aimed at fostering collaboration among users, allowing them to work together on articles and share their collective insights with a wider audience. These statistics underscore a significant uptick in the platform’s interactive and content-rich environment, attributed to features that translate into increased value for members.

Building on the success of these articles , LinkedIn recently added a new shortcut within its post composer specifically tailored for these collaborative articles. This addition has made it even easier for users to engage with the collaborative articles feature, streamlining the process of co-creation and sharing on the platform.

In addition, users can earn a " Community Top Voice " badge. This badge is not just a mark of recognition; it symbolizes a user’s credibility and stature within their professional community on LinkedIn. To be in contention, users need to position themselves within the top 5% of contributors for a specific skill and be among the first 2,500 badge holders. This gamification aspect has spurred a remarkable increase in user engagement , with many striving to showcase their skills and insights.

Source: Social Media Today

X's Strategic Shift with New Account Fee

X has taken a bold step to refine its user base and enhance the quality of engagement on the platform by introducing an annual fee for new accounts to be able to post, bookmark, or engage with other posts/accounts. This decision, announced by Elon Musk , aims to combat the relentless bot activity plaguing the platform. While browsing remains free, active participation now comes with a cost for new users, a move that exempts existing account holders.

This strategic shift is a key part of X's wider strategy to address significant drop in ad revenue. Since Elon Musk's takeover in April 2022, the platform has been in a state of flux, with its reliance on advertising sales making it particularly vulnerable. Controversies stemming from Musk's tweets, reversals on previously banned accounts, and concerns over content moderation have further alienated advertisers. The resulting 60% plunge in U.S. advertising revenue as of September has raised alarms over the platform's financial health, prompting Musk to acknowledge the urgency of the issue.

Source: X

In response, X tested the " Not a Bot " program, which introduced a $1 USD annual fee for account creation in New Zealand and the Philippines back in October 2023. This pilot required new users to undergo a two-step verification process, comprising phone and payment verification, to authenticate their identity. This initiative represents X's commitment to ensuring a more genuine and bot-free user experience.

Besides X, other social media platforms are adopting a paid approach. In December of 2023, Meta introduced a paid ad-free subscription service in the European Union, adapting to the new requirements set by the Digital Markets Act and GDPR , which aim to enhance user privacy and choice. Meta’s subscription adheres to EU regulations by offering users the option to decide if their data can be collected and used for targeted advertising. Those who use the free service, however, must agree to data tracking. This trend of adopting paid alternatives by Meta and X signifies a wider transformation in social media platforms as they adapt to regulatory and economic challenges in the digital landscape.

If the American Privacy Rights Act of 2024 (APRA) is passed in the United States, it could pave the way for a similar service offering stateside. Such legislation would likely compel major social media platforms to offer more control over personal data and advertising exposure, potentially leading to the expansion of ad-free subscription-based models in the U.S. market.

The implementation of X's "new account fee" could also serve as a pivotal moment for the social media industry, potentially inspiring other platforms to explore similar strategies. As the landscape shifts away from ad-centric models towards more subscription-based approaches, the success of X's initiative might be the catalyst needed for broader adoption. If X's strategy proves to be both profitable and popular among users, it could set a new standard, encouraging other platforms to rethink their revenue models in favor of direct user fees.

Looking at Big Tech's Future

Amidst these evolving digital marketing trends and platform updates, it's crucial to also consider the broader legislative landscape, notably the introduction of The American Privacy Rights Act of 2024 (APRA). This groundbreaking legislation is set to drastically change how consumer data is handled in the U.S., emphasizing greater transparency, control, and accountability for digital entities.

To grasp the full scope of APRA's potential impact on digital marketing, social media strategies, and consumer rights, we encourage you to explore our detailed blog post dedicated to this topic. There, we unpack the nuances of the act and its significance for both businesses and individuals navigating the digital domain.

Understanding and adapting to these trends and laws will be crucial for marketers aiming to maintain a competitive edge. Reach out to us today to stay ahead in the ever-evolving digital landscape.

American Privacy Rights Act of 2024 (APRA): A Pivotal Leap in Data Privacy Rights

Fri, 19 Apr 2024 17:26:11 GMT

The American Privacy Rights Act of 2024 (APRA) marks a major turning point in U.S. data privacy legislation. If passed, it will revolutionize how consumer data is managed, setting a new bar for transparency, control, and accountability in the digital age. This blog dives deep into the implications of the Act, the push for federal and state privacy regulation and the challenges and opportunities it presents for businesses and consumers alike.

Understanding the Bill

The essence of APRA lies in its comprehensive approach to consumer data privacy. The agreement was reached by House Energy and Commerce Chair Rodgers and Senate Commerce Chair Cantwell, offering national data privacy rights for the first time in U.S. history, illustrating a bipartisan effort to tackle the increasing concerns regarding the expansive control of corporations over personal data. The Act introduces stringent data security standards, empowers individuals with increased rights to their personal information, and establishes robust enforcement mechanisms to hold entities accountable.

The House Energy and Commerce Committee and the Senate Commerce Committee are both making swift efforts to advance data privacy legislation ahead of the November election. On April 17th, the House Committee conducted a legislative hearing on the American Privacy Rights Act (APRA) along with other data privacy proposals. The Chair of the Committee outlined the next steps: "We had the hearing, now we're going to start working through actually introducing the bill, as well as the kids’ online safety bills, and moving them through the legislative process to get them onto the Floor and ultimately the President's desk."

The Committee listened to testimony from individuals who were harmed by “Big Tech’s” data collection, highlighting the urgent need for legislative action. It's anticipated that full committee reviews of the bill could happen within the next month. Meanwhile, the Senate Commerce Committee is gearing up for its own legislative hearing in the upcoming weeks. Both committees are determined to ensure that these critical issues are addressed promptly, aiming for legislative progress before the looming election in November.

Echoing the General Data Protection Regulation (GDPR) in Europe, APRA is a beacon of data privacy protection in the U.S. The bill has gained widespread recognition for its consumer-centric framework, which not only secures the individual's right to their data but also prohibits the unsolicited sharing of sensitive material and discrimination on the basis of data processing.

According to Chair Roberts and Chair Cantwell , “This bipartisan, bicameral draft legislation is the best opportunity we’ve had in decades to establish a national data privacy and security standard that gives people the right to control their personal information.” The United States lags behind in enacting a federal data privacy law, positioning it as one of the rare developed nations without such a regulation.

In particular, the inclusion of a " private right of action " in the bill has sparked significant debate. This provision allows individuals to directly sue companies for violation of their privacy rights, a concept that some view as a powerful tool for consumer advocacy, while others see it as a potential catalyst for a flood of lawsuits . Many state privacy laws tend to lack a private right of action, which many experts argue significantly diminishes their effectiveness in deterring companies from breaching these regulations.

Notably, the Act would preempt existing state privacy laws, such as the California Consumer Privacy Act (CCPA) , which have served as the de facto standard-bearers for privacy legislation in the absence of federal laws. The potential pre-emption challenge may reflect the struggle to establish a coherent, nationwide approach to data protection without unduly stifling state-level innovation.

Maryland's Powerful Privacy Laws

As the federal movement towards enhanced privacy rights gains momentum, states like Maryland are taking significant strides of their own in the realm of data privacy legislation. Maryland has recently been in the spotlight for passing the Maryland Online Data Privacy Act , which imposes stringent restrictions on how companies can collect and use the personal data of consumers within the state. Alongside, the Maryland Kids Code aims to safeguard minors on digital platforms by prohibiting certain social media, video games, and other online services from tracking individuals under 18. This includes banning manipulative techniques designed to retain young users' attention, such as auto-playing videos and frequent notifications. The Maryland Kids Code is inspired by the Age-Appropriate Design Code Act , a pioneering 2022 California law that mandates the highest default privacy settings for minors and restricts unnecessary profiling and precise location tracking.

These legislative efforts, however, have sparked considerable debate and legal challenges, particularly from tech industry giants represented by NetChoice, including Google, Amazon, and Meta. Critics of the bills argue that parental oversight, rather than government intervention, should govern the digital engagement of minors. Despite these controversies, both bills received unanimous support in the state's legislature and are now awaiting Governor Wes Moore's decision to sign or veto them. If enacted, these laws would position Maryland at the forefront of state-level privacy protection, setting a precedent as the state with the most comprehensive privacy laws among those with existing legislation. Should the APRA be enacted federally, it could render Maryland's pioneering efforts moot, underscoring the complex dynamics at play between individual states' rights to legislate and the overarching federal authority in the digital age.

Navigating the Impact on Businesses and Consumers

The announcement of comprehensive data privacy legislation at the federal level has sent ripples through the business community, especially those operating in the digital space. APRA's far-reaching implications for data management, consumer interactions, and marketing practices mirror the seismic shifts that accompanied the rollout of the GDPR, requiring organizations to reassess their data practices and governance in light of new regulatory requirements.

For consumers, APRA promises an unprecedented level of control over their personal information, from consent-driven data sharing policies to the right to correct or erase erroneous data. The Act introduces robust provisions aimed at safeguarding consumer privacy, especially in the areas of targeted advertising and algorithmic decision-making. By ensuring consumers have the rights to access, modify, delete, and transfer their personal data, the Act significantly bolsters privacy protections. These measures empower consumers, amplifying their voices in digital interactions and reducing the risk of data exploitation and discrimination. Moreover, the Act provides consumers with the option to opt out of targeted advertising and the sale of their personal information, promoting a more respectful and controlled handling of personal data in the digital landscape.

Amidst these changes, social media companies stand out for their intricate use of consumer data, which serves as the lifeline of their business models. These platforms meticulously track user interactions, preferences, location data, and even the amount of time spent viewing specific content to create detailed profiles of their users. This information is then leveraged to deliver highly personalized advertising content, optimize the user experience to increase engagement, and, in some cases, sold to third parties for similar purposes. The depth and breadth of data collection enables not only precise ad targeting but also shapes the content of feeds, potentially influencing user behavior and opinions.

The implementation of APRA is a critical move towards prioritizing user privacy in the digital realm, embedding it into business operations and meeting consumer expectations. Success hinges on the ability of businesses and consumers to adapt to this new privacy standard, aiming to create a safer and more equitable online experience for everyone.

Source: Tech Policy Press

Looking to the Future

The road to comprehensive data privacy legislation is paved with both promise and uncertainty. The potential passage of APRA would mark a historic milestone in U.S. privacy law, catalyzing a new era of accountability and consumer empowerment in the digital domain. Yet, the challenges of enforcement, the evolving nature of digital technologies, and the preservation of innovation remain paramount in the ongoing discourse on privacy.

The Act's potential influence on state-level privacy initiatives, the United States' position in the global privacy landscape, and the broader conversation around digital rights and responsibilities underscores its significance beyond the immediate legislative horizon. The enduring question of how to safeguard privacy without hindering progress continues to animate public dialogue and policy making, calling for a balanced and forward-looking approach that respects both individual autonomy and the imperatives of a connected world.

The American Privacy Rights Act of 2024 is not just a law; it mirrors changing social values and the shared goal of a privacy-focused digital future. If successful, its effects will reach beyond Congress, influencing how we interact online and manage data for the foreseeable future.

At SparkShoppe, we're always in tune with the latest news and trends. Contact us today to learn how our skilled marketing team can assist your company in staying ahead of the competition!

CTV: The Channel of Choice for Millennials & Gen Z

Thu, 11 Apr 2024 20:37:42 GMT

In the ever-evolving landscape of advertising, Connected TV (CTV) has emerged as a formidable force, offering a medium where quality and relevance converge to captivate audiences like never before. With traditional broadcast and cable television facing stiff competition, the effectiveness of CTV ads on streaming services such as Amazon Prime, Disney Plus, Hulu and more shine through. It is important to note that CTV does not refer to the streaming services themselves, those would be classified as over-the-top (OTT) services . CTV refers to the hardware that hosts these services such as Smart TVs, Chromecasts, and even gaming systems like the Xbox.

Recent studies have shed light on the perceptual superiority of CTV ads compared to their counterparts on broadcast and cable. A significant majority of younger demographics, including 60% of Gen Z and 56% of Millennials, concur that ads viewed on CTV are of notably better quality than those airing on traditional cable and satellite channels. This sentiment underscores a fundamental shift in how audiences perceive and engage with advertising content.

What sets CTV ads apart is not just their quality but also their relevance. In an era where personalization is key, CTV excels in delivering advertisements tailored to the interests and preferences of individual viewers. With the rise of streaming platforms more general like Netflix, to the more niche like MLB.TV, advertisers can pinpoint their exact audience. As a result, a staggering 67% of Millennials and 62% of Gen Z believe that CTV ads are more relevant to them compared to ads on cable and satellite television. These numbers highlight how using data-driven insights to precisely target audiences, ensures resonance with users.

The enhanced quality and relevance of CTV ads can be attributed to several factors. Firstly, the interactive nature of CTV allows for more immersive and engaging ad experiences, enabling brands to tell their stories in a compelling manner. This includes shoppable ads which allow for more information to instantly be sent to your phone through push notifications or email if you choose. Additionally, the targeting capabilities of CTV enable advertisers to reach specific demographics based on factors such as age, interests, and viewing habits, ensuring that their messages reach the right audience at the right time. Advertisers can easily target an audience simply by promoting their message on a specific platform such as YouTube TV to Netflix, or anything in between.

As the digital landscape evolves, connected TV advertising is primed for growth. With its ability to deliver superior quality and relevance, CTV enhances viewer experiences while providing advertisers unparalleled opportunities to engage their target demographics. At SparkShoppe , our team of digital experts are here to help you navigate the realm of CTV advertising. Let us help you grow your digital presence by leveraging the power of CTV to reach your audience effectively and drive results. Connect with us today .

Does Google Penalize AI-Generated Content?

Wed, 27 Mar 2024 15:39:33 GMT

It’s no secret that AI content is on the rise, and you are probably wondering if there is any penalty associated with using AI-generated content for your business. What is Google’s stance on AI-generated content, and what do the most recent algorithm changes mean for marketers and business owners alike? The Google Search algorithm update earlier this month aims to reduce spammy content in search results, but many people are left wondering if they should be using AI-generated content or not.

Understanding Google's Algorithm Update

The essence of the recent Google algorithm update is not to penalize AI-generated content outright but to reinforce the importance of quality content. Google boasts that this latest update will reduce unhelpful search content by 40% . Notice how they choose the word “unhelpful” and do not directly say they are reducing “AI” content. Google's primary goal has always been to provide users with the most relevant, accurate, and helpful information. This means that the search engine giant is taking steps to ensure that content, whether crafted by humans or AI, meets these criteria.

Source: Duda

What Counts as Quality Content?

Quality content, according to Google , is helpful, reliable, and people-first. This means that content should not be created with the intention of manipulating search results (keyword stuffing, duplicating content, content scraping, etc.), and should always aim to provide value to the user. So what do content creators have to do to ensure their content is high-quality enough?

Implications for Business

For business owners and marketers, the key takeaway from the algorithm update is to focus on the quality of AI-generated content. Here are several implications and strategies to consider:

Refinement and Review: It's essential to review and refine AI-generated content to ensure that it aligns with Google's quality expectations. Content needs to be informative, factually accurate, and provide value.
Human Touch: Incorporating a human element into the review process can help to enhance the content's quality, making it more engaging and authentic.
Avoid Manipulation: Strategies that involve spammy practices or attempt to game the search algorithms are likely to be penalized. Authenticity and value should be at the core of your content strategy.

Balancing AI and Authenticity

While AI offers an efficient way to generate content, it's imperative to balance efficiency with authenticity. AI can assist in drafting initial content based on given parameters, but human insight is invaluable for adding unique perspectives, personal experiences, and a relatable tone.

So What Does This Mean?

Google continues to emphasize the importance of quality content in SEO strategies. While AI-generated content is not penalized simply for being AI-generated, it's crucial to ensure that such content meets Google's quality standards. By focusing on creating informative, accurate, and engaging content, businesses can leverage AI without sacrificing their search rankings. In essence, the future of AI-generated content in SEO lies in balancing technological efficiency with the value of human touch. Want to keep up with the latest in SEO? Follow us on social media and stay up to date with our blog!

Marketing Trend Tracker - Series 8

Mon, 25 Mar 2024 13:52:25 GMT

In today’s rapidly changing advertising landscape, brands are leveraging cutting-edge technologies and platforms to connect with audiences in more personalized and impactful ways. From the strategic placements in high-profile events like March Madness to the innovative use of AI chatbots and social media promo codes, the advertising world is witnessing a transformation. This blog post explores the latest developments in advertising strategies and technologies that are setting new standards for consumer interaction.

March Madness: a Prime Venue for Strategic Advertising

The 2024 NCAA March Madness tournament has been a si gnificant opportunity for advertisers, with Capital One, Coca-Cola, and AT&T leading the charge as official NCAA corporate champions. Their involvement, along with other brands in the NCAA’s official corporate partnership program like Geico and Home Depot, has contributed to almost half of the tournament's revenue. This surge in brand participation has led to the best revenue tournament ever recorded, with 50% of ad inventory sold by fall and certain brands being earmarked for last-minute spots.

Coverage of the entire 67-game lineup of the 2024 March Madness tournament was distributed among four major national networks: CBS, TBS, TNT, and truTV. Additionally, fans could access live streaming of the games on Paramount+ and Max. Notably, advertisements displayed during the live streams are consistent with those broadcast to linear TV audiences, although the March Madness Live platform utilized distinct sets of commercial logs. This approach highlights the flexibility of advertising strategies in catering to both traditional and digital viewing formats.

The Rise of Advertising in AI Chatbots

As some organizations lean on monthly subscription models to defray the significant operational costs of AI chatbots, Microsoft is diverging onto a distinct path by rolling out its chat ads API service. This initiative marks AI chatbots as emerging advertising mediums, using advertisements to mitigate their hefty operational expenses. In the swiftly changing world of AI chatbots, where behemoths like Microsoft, Google, and OpenAI have opted for a subscription approach—charging about $20/month for access to their cutting-edge chatbots—Microsoft is showcasing an alternative method to cover the extensive costs involved in the creation and maintenance of their proprietary AI technologies.

By integrating advertising directly within chatbot interactions via its Chat Ads API, Microsoft has taken a groundbreaking step , with prominent partners such as Snapchat, Baidu, and Axel Springer already on board. This move ushers in a new era of personalized advertising within AI-mediated conversations, significantly enhancing the revenue-generating capabilities of AI chatbots.

Source: AdWeek

This strategic shift not only opens up new monetization avenues for AI chatbots but also establishes a new benchmark in digital advertising, demonstrating an innovative adaptation to weave ads smoothly into user experiences. While platforms like OpenAI's ChatGPT, Google's Gemini (previously known as Bard), and others have not yet introduced direct ad integrations into their interfaces, Microsoft's initiative indicates a wider industry trend towards utilizing AI chatbots not only to enrich user engagement but also as potent channels for precise advertising.

Moreover, independent companies utilizing OpenAI’s developer tools are finding novel ways to monetize AI chatbots. For instance, Adzedek has created an “AI chatbot advertising marketplace,” allowing developers to integrate advertising plug-ins beyond the standard subscription model. This pay-per-click model , with Adzedek retaining a portion of ad revenue, signifies a shift towards more dynamic and interactive advertising mediums.

Source: Social Media Today

Instagram's Innovative Promo Codes in Ads

At ShopTalk 2024 , Meta announced the launch of " Ads with Promo Codes ", globally allowing brands to list promotional codes directly in their ad captions on Instagram. These promotional codes are then automatically applied to a user’s cart at checkout, allowing for brands to track sales through promo codes. This feature, aimed at streamlining the customer journey from ad engagement to purchase, has shown promising results, including a notable reduction in cost per purchase and an increase in conversions for advertisers. According to Meta , “Advertisers who used this feature had a 9.1% median reduction in cost per purchase in their campaigns and a 10.1% median increase in conversions.” This strategy mirrors Facebook’s earlier initiative and represents a growing trend of integrating direct incentives into advertising content to enhance effectiveness and measurability.

From traditional broadcast ads to the cutting-edge use of AI chatbots and social media promotions, the landscape of advertising continues to evolve. These developments reflect a broader trend towards more personalized, interactive, and measurable advertising strategies, paving the way for future campaigns to connect with audiences in increasingly sophisticated ways.

At SparkShoppe, staying on top of the latest trends is our specialty. Contact us today to discover how our team of marketing experts can keep your company at the forefront of innovation!

Bluesky: The Future of Decentralized Social Media

Tue, 19 Mar 2024 18:59:31 GMT

As the digital landscape continues to evolve at a rapid pace, there's a new trend that's been making quite a splash - the rise of decentralized social media platforms. The most notable among these is Bluesky, a platform that was announced in 2019 by Twitter co-founder, Jack Dorsey. Initially operating as an invite-only application, Bluesky officially opened its doors to the public. Join us as we delve deeper into this new app, exploring the potential of decentralized social media platforms and how networks like Bluesky are changing the way we interact online.

What is Bluesky?

Bluesky is a unique social media platform that emphasizes decentralization and open-source operations. Unlike traditional platforms that use black box algorithms, Bluesky operates transparently, allowing external entities to see what's being built and how. Black box algorithms , like the one Instagram notably uses, are systems whose inner workings are concealed from users. These algorithms, which determine the content, order, and frequency of user feeds, have stirred controversy due to their inherent secrecy and lack of transparency. Bluesky also provides developers with the unique opportunity to construct their own code using the AT Protocol as a base. This allows for endless possibilities, from developing personalized algorithms to initiating entirely new social media platforms.

Federated protocols , such as Bluesky's AT Protocol , are systems that allow for decentralized social networking. They enable users to host their own data and accounts by running their own servers, thus fostering a sense of ownership and control over personal information. These protocols integrate ideas from the latest advancements in decentralized technology, allowing for seamless connections with anyone on any service using the same protocol. They are designed to transition the social web from platforms to protocols , promoting a more open and less monopolized internet.

Source: 9to5Mac

Future of Decentralized Platforms

The landscape of social media is evolving, with platforms like Mastodon and Bluesky at the forefront of this change. One of the key shifts is the movement towards decentralization, with many users seeking alternatives after Elon Musk's takeover of Twitter, now known as X.

Mastodon is planning an update that will allow individuals or organizations to establish their own content moderation services, to which other users can subscribe. For instance, a fact-checking organization could run a labeling service and categorize posts as 'partially false,' 'misleading,' or other designations. Users who trust this organization can then subscribe to their labels, making these labels visible on the relevant posts as they browse the app.

One main challenge facing decentralized platforms is content moderation. Mastodon servers, for example, host the far-right network "Gab". While decentralization prevents company-wide action, individual servers retain the power to block certain members, highlighting the complex balance between user freedom and content regulation in these digital spaces.

While decentralized platforms promise greater user empowerment and privacy, effectively addressing issues like content moderation is crucial to ensure these digital spaces are safe and inclusive.

Staying on the pulse of evolving trends is our forte at SparkShoppe. Contact us today and discover how our seasoned marketing professionals can empower your business to stay at the forefront of innovation!

Sora: Beyond Imagination

Wed, 13 Mar 2024 21:14:18 GMT

OpenAI's latest innovation, Sora, is revolutionizing how generative AI is used in content creation while ushering in a bold new approach to digital marketing in real-time. For those unfamiliar, Sora is the newest and most advanced text-to-video generator created by the same company that built ChatGPT, OpenAI. It leverages machine learning to transform text prompts into detailed and realistic videos, signaling the most significant advancement in AI technology yet. This innovative tool has generated both excitement and skepticism as its ability to bring video to life in seconds could be used for productivity and deception. The impact of Sora is already evident, with notable mentions in news articles and the entertainment industry, indicating the far-reaching implications of this cutting-edge AI model.

See below for some examples of what Sora is capable of already through their diffusion modeling. This works by generating a video that starts off looking like static noise and gradually transforming it by removing the noise over many steps.

Videos Created with Sora

Clocking Your Clicks: Best Times to Post Across Platforms

Tue, 27 Feb 2024 17:32:27 GMT

Social media marketers have a lot on their hands when it comes to scheduling times to post content. Below are the best times to post to Facebook, Instagram, X, and TikTok for your business to optimize your organic posting strategy and increase engagement.

Facebook

According to Hootsuite , Facebook still reigns supreme as one of the most popular social media platforms with 70% of Americans checking Facebook at least once a day. Hootsuite says 10 AM on Mondays and Tuesdays are the best time to reach your desired audience. However, Sprout Social is more lenient, with a recommended posting time of between 8 AM to 1 PM from Monday through Thursday. Marketers should look to steer clear of posting on Sundays, if possible, since these posts tend to produce the least amount of engagement.

Instagram

Being under the same Meta umbrella brand as Facebook, it should be no surprise that the suggested posting times are nearly the same, with 9 AM on Mondays being preferred. Like Facebook, Instagram does not organize posts in chronological order, so users may not see posts immediately. Marketers should be mindful of this when they are communicating time-sensitive information as a user may see a post hours or days later. When working on a personal account , the script is flipped and it is suggested to post closer to 8 PM with no preference on which day.

X users are more active in the mornings compared to other social media platforms. Hootsuite sees the most activity on X between 7 AM and 11 AM on weekdays with success most likely coming on Thursdays and Fridays at 11 AM and 9 AM respectively.

Like many other platforms, the worst day to post is Sunday, so steer clear if seeking high engagement levels. Where the formula falls apart on X is when it comes to breaking news. Being the primary social channel for breaking news, Hootsuite advises to not worry about optimization for these matters, but rather to get on the trend, on X, while it’s hot.

TikTok

The youngest platform on our list plays by a different set of rules than the others. While Saturdays at 9 AM yield strong results, TikTok also sees a benefit from content being posted later in the day as well. Some of the best times to post include 1 PM on Sundays and 7 PM on Thursdays as these are the times people are using the app for leisure.

It is also important to note, TikTok doesn’t always publish videos the second you hit “post”. To maximize your post time efficiency, get your content up a bit earlier than the time you want your video to start showing up. This is because TikTok takes some time to figure out what your video is, whose algorithm it should fall on, and the like.

The Bottom Line

To truly ensure that your business is posting at the right times, the tendencies and behaviors of the target audience must be considered. Social media sites provide analytics on follower activity that is tailored to your account, so be sure to study and make note of when your audience is the most engaged.

You can learn more about the best times to post here and here !

Are you ready to ignite your social media strategy? Contact the SparkShoppe Team today!

Marketing Trend Tracker - Series 7

Fri, 23 Feb 2024 19:12:43 GMT

Source: Apple

Apple Vision Pro is setting the stage for a transformative shift in the metaverse, ushering in a new era of immersive experiences. This innovative platform is reshaping how we interact with virtual environments, redefining retail experiences, and offering unprecedented levels of engagement. With its advanced spatial computing capabilities, it's not just changing our perception of reality, but also how we shop, socialize, and explore in the digital world.

Obsess: Pioneering Immersive Shopping

Apple Vision Pro is spearheading a paradigm shift in immersive shopping experiences. Obsess, a tech innovator renowned for creating AI-fueled virtual stores, has developed four unique shopping apps exclusively for this platform. These pioneering apps, which won't be available on Meta Quest 3, add an extra layer of exclusivity for Apple Vision Pro users. Although the apps are free to use, they offer in-app purchases through Apple Pay, ensuring a seamless shopping and payment journey.

The capabilities of Vision Pro are revolutionizing the metaverse by fostering a more interactive and engaging virtual environment. This advancement inspires developers to construct increasingly intricate scenarios, transforming the metaverse into a digital domain that rivals the richness of real-world interactions. Moreover, the advantages of spatial computing in retail provide users with an enhanced perspective, allowing them to visualize how products would look from different angles and alongside other items.

Obsess has collaborated with several brands to create apps that offer these 3D experiences. Known for developing AI-powered virtual stores for luxury brands like Armani, Coach, Fendi, Prada, and even unexpected names like Corona and Crocs, Obsess started crafting these virtual stores in the summer of 2023. The goal? To invigorate online shopping by infusing it with the excitement and enjoyment of physical store shopping.

Neha Singh, CEO of VisionOS developer Obsess, sheds light on the appeal of these virtual stores, noting, "users dedicate over double the time on a single page in these virtual stores compared to all other pages on an e-commerce website combined." Singh further elaborates on how this platform can help brands gather valuable data. For instance, J.Crew can gain insights into which outfits users are trying on their virtual avatars, the popularity of different outfit combinations, and which outfits are saved most frequently.

But Obsess isn't just about creating virtual stores ; it's about developing immersive browser-based experiences. This includes tools for mixing and matching outfits, remote shopping with friends or sales associates, and even transforming an indoor space into an outdoor setting.

Source: E.L.F. Cosmetics

E.L.F. Cosmetics: Embracing Self-Expression

E.L.F Cosmetics has blazed a trail in the beauty industry by launching one of the first beauty shopping apps for Apple Vision Pro, aptly named " Your Best E.L.F. " This innovative app, also accessible via a microsite , is designed to help users unwind and discover their best selves.

The app encourages self-expression, self-care, and relaxation, offering an array of activities to engage users. These include guided meditation sessions, stretching exercises, and a paint-by-numbers game, providing a unique blend of relaxation and entertainment.

Adding to its immersive appeal, the app features three distinct 'environments' —Camo Cove, Big Mood, and Halo Glow—each modeled after an E.L.F product line. These virtual spaces not only contribute to the overall aesthetic appeal but also provide users with a unique shopping experience. Users can explore these environments and shop for their favorite E.L.F products via Apple Pay, enhancing the convenience and enjoyment of their shopping journey.

J. Crew: Personalizing Fashion

J.Crew is leading the way in fashion retail with their innovative " J. Crew Virtual Closet " app, an exclusive offering for Apple Vision Pro. This trailblazing app sets a new standard for fashion shopping experiences by being the first to incorporate a virtual styling closet and Apple's SharePlay feature on its advanced spatial computer.

This innovative technology lets users interact with digital info in their physical space, offering a seamless immersive experience beyond screen limits. Unlike VR headsets like Meta Quest , which focus on separate immersive digital spaces, Apple Vision Pro integrates digital and physical realms. VR headsets transport you to a virtual environment, while spatial computing brings digital elements into your real space. This interactive experience allows users to engage with digital content as physical objects in their space.

Source: Obsess

The Virtual Closet app from J.Crew is among the first to harness the power of SharePlay on Apple Vision Pro, a visionOS feature that takes digital retailing to new heights. SharePlay offers a robust suite of features for shared experiences during a FaceTime call through Vision Pro. The app utilizes a digital representation of a user, capturing their subtle facial expressions and gestures, to facilitate one-on-one video calls with J.Crew's expert stylists or host group video chats for real-time feedback on selected outfits. As soon as one person creates an outfit, it becomes visible to the other party, enabling them to react, comment, and provide feedback instantly.

Moreover, the app allows users to examine clothing items or accessories up close, revealing intricate details such as the weave, texture, folds, creases, and dyes of a product. This level of detail enhances the shopping experience, giving customers a deeper understanding and appreciation of the product.

The introduction of Apple Vision Pro is a pivotal moment in the evolution of the metaverse. It's not only redefining immersive experiences but also reshaping how we interact within virtual environments. The impact it's making on retail, social interactions, and digital exploration is profound. As Apple Vision Pro continues to push the boundaries of reality, it's clear that this innovative platform is setting new standards for virtual reality technology, cementing its role as a game-changer in the metaverse.

At SparkShoppe, we never miss a beat when it comes to keeping up with the trends. Reach out to us today to learn how we can help your company stay ahead of the times with our expert team of marketers!

Size Matters 2024 Edition

Fri, 23 Feb 2024 18:49:10 GMT

In the world of social media, size matters. We aren’t talking about how many followers you have, or how many likes and comments your content generates - but the actual size of your posts. Different social networks require different sizes for different types of posts, from profile photos to cover images to post images. So, if you want to get the most out of your social media presence, you need to know the optimal sizes for each type! Let’s take a look at some helpful tips and tools that will make you a content size guru!

No one is expected to devote all these sizes to memory, that’s why we are going to recommend some good cheat sheets that you can keep in your back pocket. Hootsuite has a comprehensive list of image sizes for every platform, 2024 version available here . While that guide has all your organic social media needs covered, there are still ad sizes to worry about!

Since there is money behind digital ads, it is important to get the size right so your ads can look and perform their best. Facebook has an ad guide that not only tells you optimal sizes, but includes suggested caption lengths, proper file extensions, and settings like video length, sound, and duration! Google has a similar resource in their support center that will tell you the specifications of display ads as well as best practices for uploading all different types of ads. If you do not have the capabilities to create 10 sizes for each display campaign, the sizes that are most effective are 336x280, 300x250, 728x90, 300x600, and 160x600.

Social media sizing can seem daunting at first glance but once you understand the basics it gets much easier! Having a cheat sheet handy can help make sure your visuals look their best when posted. While it is nice to have these resources at your disposal, it is important to remember that social media is always evolving. Posts may be a certain size right now, but they change on a very regular basis. Stay up-to-date on all things digital by keeping up with SparkShoppe’s blog and if you want to know more about how we can help grow your digital presence, schedule a meeting today!

Substack's Impact: Revolutionizing Social Media Through Independent Publishing

Wed, 21 Feb 2024 17:00:34 GMT

The Substack Model

Launched in 2017, Substack has emerged as a unique platform in the digital publishing landscape. It empowers creators to independently publish newsletters to their subscribers either for free or for a monthly subscription fee. Substack provides a comprehensive suite of tools to support these subscription newsletters. It offers publishing capabilities, handles payment transactions, and provides valuable analytics information that creators can use to grow and engage their subscriber base. But Substack is more than just a publishing platform. It facilitates a deeper connection between creators and subscribers, fostering a sense of community that's often missing on other social media platforms. This emphasis on meaningful interaction sets Substack apart in the crowded social media landscape.

Anti-Social Social Network

Often referred to as an “ anti-social network ,” Substack heavily relies on promotion through other social media platforms. Creators are leveraging their existing follower base on platforms like Instagram to drive traffic to their Substack newsletters. For instance, Ruby Bhogal , a former finalist on the Great British Bake Off, created an eye-catching carousel of images for her launch post on Instagram. This proved highly effective , as 98% of all her signups during the first week came directly from this platform.

The shift to Substack is indicative of a broader trend in social media, where users now value authenticity and storytelling over mere aesthetic appeal. Substack fosters relationships between creators and subscribers, moving away from the like-based model of Instagram and focusing more on long-form writing and thoughtful exploration of ideas. As platforms like Instagram push recommended content, moving away from “ sustaining relationships between real people ,” Substack is being seen as a platform that encourages a return to meaningful connections.

Grace Atwood, known for running her successful blog for the last 14 years, The Stripe , has transitioned to Substack, highlighting the revival of long-form content. Recognized for her unique blend of fashion, beauty, and literature, Atwood has successfully built a loyal audience over the years. Her move to Substack supports her detailed narratives, offering not just lifestyle updates, but also insights into her influencer journey . This authentic approach deepens her connection with her audience, showcasing the increasing trend towards storytelling and authenticity in digital content.

This resurgence of long-form content is a fascinating development in the digital landscape. It's a full circle moment, reminiscent of the early days of influencers and blogs in the early 2000s. Back then, in-depth articles and comprehensive blog posts were the primary channels for influencers to engage with their audience, offering a richness of narrative and depth of thought that is often absent in short-form content.

The rise of platforms like Substack is a clear testament to this shift back towards long-form, engaging content. Influencers and content creators are increasingly choosing this platform to share detailed, thought-provoking content that demands time and attention from the reader. This is a refreshing change from the bite-sized, quickly consumable content that dominates platforms such as Meta, TikTok, and X.

Source: Aidigitalx

Rise of Subscription Models

Substack's revenue model, which relies on paid subscriptions , is a significant shift from the advertising-centric models of Meta and X. This divergence has spurred other major social media platforms to launch their own subscription-based newsletter services. Seeing Substack's growing success, both Meta and X made attempts to enter the newsletter and subscription market, positioning themselves as direct competitors to Substack.

In 2021, Meta Platforms Inc., formerly known as Facebook, entered the newsletter service arena with Bulletin . This service was designed for writers to publish both free and paid newsletters online, in response to Substack's increasing influence. However, by October 2022, Meta announced it would cease operations of its Bulletin subscription service, having failed to establish significant user and creator engagement despite the initial buzz around its inception.

Fast forward to February 2023 , Meta unveiled a premium service targeted at content creators on its platforms, Facebook and Instagram. Meta Subscriptions are a service that provides subscribers with exclusive access to premium content and additional perks, but there are differences in the content and benefits provided by each. Instagram's subscription service is designed to allow creators to monetize their content by offering exclusive material and perks to their most engaged followers at a monthly fee. This typically includes access to unique content such as stories, posts, Reels, live broadcasts, and social channels.

On the other hand, Facebook's subscription feature aims to help individuals and brands better connect and engage with their followers. Facebook allows users to post a diverse range of content including images, digital lookbooks, videos, and text, individually or together. Through these new strategies, Meta is showcasing its dedication to unlocking the potential of subscription services. The goal is not only to provide users with unique benefits but also to build a sustainable revenue model that goes beyond conventional advertising.

Similarly, X, previously known as Twitter, made efforts to penetrate the newsletter industry. The platform acquired Revue , a newsletter service for writers and publishers, hoping to enhance the connection between creators and their audience, similar to Substack's approach. However, just like Meta, X's initiative in the newsletter and subscription market did not yield the desired results.

In early 2023, X discontinued Revue, adding to the list of unsuccessful attempts by major social media platforms to rival Substack. Despite this setback, X did not abandon its pursuit of a subscription-based model. X Premium , the company's premium subscription service, was launched with the aim of enhancing quality conversations on the platform. This opt-in, paid subscription offers additional features to elevate the user experience such as subscriber-only replies, messages, and spaces, allowing for exclusive interactions among its premium users.

Both Meta and X made attempts to compete with Substack by launching their own newsletter and subscription services. However, they were unable to replicate Substack's success and eventually shut down their respective services. Despite these failures, the ongoing efforts of Meta and X underline the growing importance of subscription services in the social media landscape, and their commitment to creating a sustainable revenue model that extends beyond traditional advertising.

Publishing Platforms

Substack's model has also had an influence on other content publishing platforms like Medium. Medium operates as a dynamic digital hub, bringing together writers and readers from diverse backgrounds and interests. It boasts an established user base, providing creators with an immediate opportunity to reach a broad audience. The revenue-sharing model of Medium's Partner Program rewards creators based on how much engagement their content garners from Medium's members, fostering a sense of community through features like comments, claps, and follows.

Source: Customlytics

In contrast, Substack emphasizes a more personal connection between creators and their audiences. The platform is built around establishing and monetizing a dedicated subscriber list, with creators being able to charge their audience directly for access to exclusive content. This fosters long-term relationships and offers the prospect of developing a loyal readership.

While both Medium and Substack provide platforms for creators to publish and monetize their content, they target slightly different needs and audiences. Medium appeals to those who value broad exposure and earning based on content performance, while Substack caters well to creators looking to build and nurture a dedicated, paying audience. This diversity in models highlights the evolving landscape of social media and content creation, where platforms are exploring various ways to create a sustainable revenue model that extends beyond traditional advertising.

Source: Meta

Controversy

While Substack has been positively transforming the social media landscape by empowering writers and authors with publishing and monetization tools, it has also found itself in controversy over its content moderation policies.

Substack's laissez-faire approach to content moderation has led to a significant controversy. Some critics argue that the platform's policies allow for the propagation of offensive and hateful material, including pro-Nazi content . Another layer to this controversy is the financial aspect. Individuals who post hateful content can profit from it on Substack, with the platform taking a 10% cut of their revenue. This has raised questions about whether the platform indirectly benefits from such controversial content.

In response to these criticisms, Substack co-founder Hamish McKenzie defended the company's stance on censorship, saying that they believe supporting individual rights and civil liberties while subjecting ideas to open discourse is the best way to strip bad ideas of their power. However, this response has done little to quell the growing discontent among some users and creators, and has fueled some creators to leave the platform due to a lack of accountability and action.

The Future of Social Media?

The rise of Substack signals a shift in how people engage with content on social media. It suggests that users are craving more meaningful interactions and authentic stories over curated feeds and recommended content. As Substack continues to grow, it will be interesting to see how other social media platforms adapt to this changing landscape.

Substack’s impact on social media is yet another testament to the evolving nature of digital communication. As users seek authenticity and deeper connections, platforms that enable such interactions are bound to thrive. While the likes of Meta and X scramble to compete, Substack's focus on fostering genuine relationships between creators and subscribers sets it apart, making it a game-changer in the social media space.

At SparkShoppe, we excel in staying ahead in the ever-changing digital marketing landscape. Don't miss out - connect with us today and discover ho w to make a difference in the digital realm!

Are Media Retail Networks Flipping the Script?

Fri, 09 Feb 2024 19:28:34 GMT

For a very long time, vendors have pitched big retail stores, trying to convince them to buy their product and sell it on their shelves. In more recent years, retailers have found themselves in a role reversal, pitching vendors to invest in their retail media network (RMN) by paying for ad space both in-store and via digital channels. The topic has become a focal point in the industry, garnering a center stage conversation at Retail’s Big Show, NRF 2024 . While RMNs seem to have taken over the conversation, big brands have been silently investing in them since Amazon launched the first RMN back in 2012 . According to AdWeek, 74% of brands allocated budgets for retail media networks in 2022.

Are Retail Media Networks a Win for Everyone?

For retailers, RMNs serve to draw in more customers with targeted advertising that focuses on brands their customers already know. From a vendor perspective, their product is getting front row exposure to a large audience by reaching consumers in-store, and through off-site media like retail newsletters, shopping apps, and even Connected TV . The customer experience should also stand to improve, with useful advertising placements that suggest recipes and products for upcoming events, easy dinner solutions, or creative new ways to use their favorite brands. RMNs create a personalized and convenient customer journey, guiding them from their homes, to the store, to the checkout counter. So what is the downside?

What to Watch Out For

If retailers and advertisers are not tactical with placement and messaging, the customer may become overstimulated by ads that are too similar or redundant. This can complicate the customer journey, which is why retailers need to have a well thought out advertising strategy when they are selling their RMN.

When gauging the success of a RMN, it is important to be able to measure the right KPIs. Retailers and advertisers need to make sure they have the ability to measure metrics like return on ad spend (ROAS) and conversion rates (in retail's case, the rate that consumers purchase a product after seeing an ad).

SparkShoppe has a team of retail veterans with proven track records helping stores utilize their RMN, making sure that the right channels are used, the proper audience is reached, and the correct metrics are measured. Want to tap into the power of your RMN? Contact us today!

5 Super Bowl Ads We Are Looking Forward To

Wed, 07 Feb 2024 22:13:43 GMT

Get ready for the ultimate showdown beyond the field as Super Bowl Sunday approaches! The real competition? The battle of the best commercials that will have everyone buzzing for weeks. We've curated the top 5 Super Bowl ads we're most excited about. From the Beckhams' commercial comeback to the FanDuel "Kick of Destiny" and the intriguing twists in the worlds of Doritos, Oreo, and Budweiser—these ads promise nothing short of spectacular entertainment.

#1. Mrs. and Mr. Posh Love to Order Out

After Brooklyn Beckham's less-than-successful pop-up restaurant with UberEats, his parents, Victoria and David Beckham, are joining the commercial scene. They teased a new commercial on January 30, incorporating a nod to their Netflix documentary.

#2. FanDuel Kick of Destiny

FanDuel recently announced the return of its "Kick of Destiny" Super Bowl ad featuring Rob Gronkowski attempting a field goal. Fans who bet on the Super Bowl with FanDuel's Sportsbook get a shot at winning a collective $10 million.

#3. Doritos "Where did Dinamita Go?"

Doritos consistently aims for a memorable impact with their Super Bowl ads, known for their creative and attention-grabbing content. In the Netflix series "Wednesday," actress Jenna Ortega is portrayed enjoying a bag of Doritos Dinamita in a deserted convenience store, blending the world of entertainment seamlessly with the popular snack brand.

#4. Oreo and Kris Jenner

OREO will run a series of ads with Kris Jenner, the matriarch of the Kardashian clan, replicating her daughter Khloé Kardashian's viral method of stacking cookies in a jar. Jenner proceeds to twist an OREO, unveiling cream on just one side—a topic debated since the cookie's inception—while remarking that she should give a heads-up to the kids.

#5. Budweiser and Anheuser-Busch

A staple for the Super Bowl since 1975 , the legendary Budweiser Clydesdales horses are set to grace the screens once more for the highly anticipated big game. Anheuser-Busch, is poised to make a significant impact this year by featuring global soccer sensation Lionel Messi in an ad for their Ultra brand, as well as enlisting the popular musician Post Malone for a Bud Light commercial.

Switching Channels

Mon, 05 Feb 2024 17:00:24 GMT

In the ever-evolving landscape of digital advertising, marketers are always on the lookout for platforms that offer the highest level of brand safety and the most effective targeting. Social media and paid search has long afforded the latter, but has always struggled with the former. However, Connected TV (CTV) has quickly emerged as a go-to destination for advertisers seeking a brand-safe haven in the digital realm.

One of the key reasons behind CTV's status as the most brand-safe platform lies in the strict regulations imposed by the FCC . These regulations ensure a premium brand-safe inventory, featuring trusted channels like ESPN, NBC, and more. Not only is this safety in ad placement turning heads, but CTV also feels like and operates similarly to traditional digital channels. Marketers accustomed to navigating the intricacies of digital advertising will find CTV campaign management to be a seamless experience. Like other digital advertising options, CTV allows for precise targeting and retargeting, leveraging both first and third-party data to reach the right audience at the right time.

While CTV has plenty of benefits, it should not dominate your digital strategy. Advertisers have seen the best results when CTV is added as a complement to their existing digital campaigns. With CTV in the mix, advertisers have reported longer average session durations on both their organic and paid social channels.

By embracing CTV, marketers are not just tapping into a brand-safe platform but also enhancing the overall performance of their digital campaigns. The platform's ability to blend the agility of digital with the prestige of television provides a unique opportunity to engage audiences in a more impactful manner. Connected TV is a transformative force in the digital advertising landscape. Its brand-safe environment, coupled with the familiar management experience and positive impact on campaign performance, positions CTV as a must-explore avenue for marketers looking to stay ahead in the ever-evolving world of digital advertising.

If you're looking to delve into Connected TV, the team of digital experts SparkShoppe are willing to work directly with you to devise a strategy unique to your brand’s objectives.

Adapting to the Cozy Web: Navigating the Evolution of Private Digital Spaces

Mon, 29 Jan 2024 20:52:30 GMT

In the ever-evolving landscape of digital culture, brands are facing a paradigm shift as Gen Z and other users increasingly retreat to ad-free, closed-off group chats, and private online communities. The days of traditional social media seem to be waning, replaced by a more private and intimate digital experience.

The Rise of Private Digital Spaces

The “ cozy web ” phenomenon refers to the trend of social media users joining more relaxed and community-oriented closed digital spaces. Recent research indicates a global trend where daily time spent on social media has plateaued , with only marginal growth observed in the U.S. This decline in overall social media usage is counteracted by platforms like WhatsApp, which continue to experience growth in monthly active users. Even in mainstream social media apps like TikTok and Instagram, users are creating direct message group chats to share content with friends instead of posting it on their public profiles. The rise of private online spaces can be seen as a response to concerns about privacy and information overload, providing users with more intimate and authentic interactions away from the commercialized landscape of mainstream social media. The emphasis on platforms like WhatsApp underscores the growing importance of security and control in users' digital experiences, challenging advertisers’ ability to purchase attention in these private realms. It remains to be seen how this trend will shape the future landscape of social media.

Adapting to the Cozy Web

Marketers are shifting their strategies to find ways into these new niche communities created by users. The shifting landscape is particularly influenced by Gen Z's inclination towards two-way communication , as they gravitate towards group chats and direct messages instead of traditional social media feeds. This shift underscores the significance of marketers maintaining a one-to-one mentality in their advertising and social content strategies. Social platforms like Instagram have started to roll out features that allow for enclosed spaces. 'Close friend' stories, ' flipside ' and ‘ notes ’ enable users to post more directly to smaller, select groups of friends.

Brands Taking the Plunge

Early adopters in recognizing the trend of users migrating towards private online spaces include brands such as Wendy's and Otis. These forward-thinking companies proactively established a presence on platforms like Discord to foster organic engagement with users, acknowledging the changing landscape of digital interactions. However, the shift towards closed communities raises concerns about the feasibility of effectively tracking and measuring key performance indicators (KPIs). The commitment to either creating or engaging in closed communities demands careful consideration and strategic investment, as marketers grapple with the evolving dynamics of digital communication.

Echoes of the Past: Building Brand-Friendly Spaces

The ongoing transformation in online communication evokes a sense of nostalgia for the early 2000s, notably seen in the focus on communities and groups reminiscent of Facebook's early days. Brands are actively exploring the concept of creating their own brand-friendly online spaces or capitalizing on pre-existing ad-supported communities. In terms of future-proofing strategies, some agency executives propose that the key may not lie in infiltrating closed spaces, but rather in constructing brand-friendly communities or engaging with ad-supported platforms such as Fortnite, Roblox, and the expanding metaverse.

Adapting to the Future

As the digital landscape continues to evolve, brands face the challenge of adapting to changing user behaviors and preferences. Whether it's creating brand-friendly spaces or engaging in existing ad-supported communities, the key lies in understanding the dynamics of the cozy web and making informed decisions to stay relevant in the ever-shifting digital culture.

Position your business for the future of marketing – contact SparkShoppe today!

Marketing Trend Tracker - Series 6

Mon, 22 Jan 2024 21:31:18 GMT

Welcome back to this month’s Trend Tracker, the series that keeps you up to date with the freshest trends and shifts in the marketing world.

TikTok has transcended its role as a platform for entertainment and viral dance trends, making waves as an emerging search engine, especially among younger generations. A study conducted by Adobe , which surveyed over 800 consumers and 250 business owners, has shed light on the impact of TikTok as a search tool for both consumers and businesses. As TikTok continues to redefine digital discovery, another highly anticipated event approaches - the Super Bowl. With Super Bowl LVIII just around the corner on February 11th in Las Vegas, it's the perfect time to explore the powerful business dynamics behind Super Bowl advertising and delve into some intriguing developments for this year's event. So, let's dive in and discover how both TikTok and the Super Bowl are shaping the landscape of modern marketing and captivating audiences in unique ways.

Consumers Embrace TikTok as a Search Engine

The Adobe study reveals that TikTok has gained popularity as a search engine, especially among younger demographics. Astonishingly, over 2 in 5 Americans now use TikTok as a search engine. The study also found that 1 in 10 members of Gen Z rely on TikTok more than traditional search engines like Google. When it comes to the types of content searched for on TikTok, four categories emerged as the top choices. New recipes topped the list at 36%, followed closely by new music at 35%. DIY tips and fashion advice rounded out the top four categories, with 34% and 30% respectively.

The reasons behind TikTok's popularity as a search engine are multifaceted . Consumers appreciate the platform's short-form video format, which allows for quick and easy consumption of information. The storytelling aspect of TikTok content also appeals to users, with 34% citing it as a reason for using the platform as a search tool . Additionally, personalized content and the ability to stay up-to-date on current topics were mentioned by 31% and 29% of respondents respectively. Video tutorials, in particular, have gained immense popularity on TikTok, with 62% of users preferring them over other types of content.

Businesses Harness the Power of TikTok

The Adobe study also shed light on the growing presence of businesses on TikTok. Over half of business owners surveyed (54%) reported using TikTok to promote their products and services, averaging nine posts per month. Additionally, 1 in 4 small business owners leveraged TikTok influencers for product sales or promotions.

Despite the opportunities TikTok presents for businesses, there are challenges to navigate. Many business owners struggle with converting engagement into sales, indicating the significance of effective marketing strategies. Similarly, increasing follower count and engagement rate are common hurdles . Other challenges include time constraints and limited resources for producing high-quality videos. Additionally, businesses understand the need to create content that resonates with a wider demographic beyond Gen Z to expand their customer base.

When it comes to the types of content that businesses invest in on TikTok, creative content related to their products led the way at 43%. Product or service reviews and video tutorials followed closely at 36% and 35% respectively. Personal anecdotes and leveraging trending challenges or memes were also mentioned by 29% and 25% of businesses as content strategies.

The Future of TikTok as a Search Engine

As more consumers and businesses recognize the potential of TikTok as a search engine and marketing platform, its influence is assured to grow. The ability to deliver information through short-form videos, coupled with its storytelling aspect and personalized content, make TikTok an attractive destination for digital discovery. For businesses, understanding the challenges and opportunities associated with TikTok is crucial for success. Converting engagement into sales and expanding reach beyond Gen Z are areas that require careful navigation. By investing in creative content, product reviews, and video tutorials, businesses can effectively showcase their products and services to a growing audience.

TikTok's evolution into a search engine has transformed the digital landscape, providing a new frontier for consumers and businesses alike. As technology continues to shape the way we search for information, TikTok's rise as a search engine demonstrates the ever-changing nature of digital discovery.

Super Bowl Success

By August, CBS Sports had already achieved a tremendous feat - nearly selling out 90% of their available inventory for the upcoming Super Bowl. Furthermore, they had successfully sold out 85% of their available inventory for regular season games. These impressive numbers indicate the high demand for advertising slots during this monumental event.

Variety reported that CBS was seeking a staggering $6.5 million to $7 million for a 30-second commercial during the Super Bowl, with some slots in the previous year's Super Bowl selling for over $7 million. This significant investment corroborates the value that companies see in reaching the enormous Super Bowl audience. Fox, the previous host of the Super Bowl, experienced immense success, generating approximately $600 million in ad revenue and breaking viewership records . In fact, Super Bowl LVII set a new viewership record , attracting an average of 115.1 million viewers and becoming the most-viewed Super Bowl in television history.

Ushering in Apple Music

In just its second year presenting the halftime show, Apple Music has already cemented its status as a major player in the Super Bowl advertising game. After striking a deal to replace Peps i in 2023, Apple Music committed to paying a staggering $50 million over a 5-year span to become the official sponsor of the halftime show. Now known as the 'Apple Music Super Bowl Halftime Show,' their inaugural year featured the iconic artist Rihanna, delivering the most-watched halftime show in Super Bowl history. The performance not only captivated millions of viewers but also provided Apple Music with an astounding $21.5 million in brand exposure. This year, the highly acclaimed Usher is set to take the stage, raising anticipation for another unforgettable performance from Apple Music.

Rise of Alternative Broadcasts

In an unprecedented move, Nickelodeon will be providing an alternative broadcast of the Super Bowl geared toward kids and families. Advertisers who purchased Super Bowl inventory will have access to both feeds, presenting a unique opportunity to target different audiences. However, opinions on the effectiveness of alternative broadcasts vary among marketers. This alternative broadcast poses a challenge for advertisers, particularly those with ads for beer and gambling which are not appropriate for children. This issue requires advertisers to either pay for a wasted ad slot or invest more to create different creative for the alternative broadcast.

At SparkShoppe, we're experts at staying one step ahead in the dynamic world of digital marketing. Don't get left behind - connect with us today and let us show you how to make an impact in the digital realm!

Everything is Connected

Wed, 17 Jan 2024 16:31:37 GMT

The landscape of TV watching has undergone a radical transformation in recent years, witnessing the decline of cable domination in favor of over-the-top (OTT) streaming services. For the first time, the consumers have control and the provider with the best shows, best service, and most options will win their business. A major factor contributing to the rise of OTT is the simultaneous rise of Connected TV (CTV). Often incorrectly used interchangeably for each other, Connected TV is the hardware that hosts OTT such as Smart TVs or devices such as Firesticks, Chromecast, and even gaming systems like Xbox and Playstation.

While the original OTT pioneers like Netflix, YouTube, and Hulu always drew attention from brands in the entertainment industry, it was the COVID-19 pandemic that truly set off the streaming wars. With nowhere to go but home, competition from renowned brands such as Amazon, HBO, and Disney arrived quickly and with a determination to disrupt.

As we move further away from the pandemic, these platforms have begun to serve a new purpose and have changed in response. The largest change has been the introduction of ad-tiered subscriptions. Not only has this changed how consumers view these services, but the door has been opened wide for advertisers who have longed for a place to call home in the streaming era.

Which one is right for me?

With nearly all of the providers in the streaming industry offering some degree of advertising, marketers have plenty of options with any amount of budget. Unfortunately, for most of the most popular services such Netflix, Disney+, and Amazon Prime are out of play with the WSJ reporting that Netflix was asking for a minimum commitment of $10M .

For those lacking a multi-million dollar budget, avenues like Amazon demand-side platform (DSP) and YouTube TV offer more feasible options. While both of these options offer traditional video ads to be shown to targeted audiences, Amazon DSP is more internet based. YouTube TV has long placed itself as an alternative to cable, offering advertising equal to those seen on there. Amazon DSP takes advantage of its host of physical products (Fire TV, Kindle, etc.) and websites (Goodreads, IMDb, Audible, etc.) and allows smaller advertisers to reach niche audiences such as gamers on Twitch.tv.

As for pricing, Amazon DSP demands a minimum commitment of $50,000 per campaign and YouTube TV with a requirement of $35,000. An illustrative case is Amazon's promotions during 2023 Black Friday Football, as they showcased a host of the platform's strategic utilization for impactful marketing for themselves and outside brands. On the other hand, YouTube TV presents another alternative. Through working with an appointed Google Representative, you can get consistent advertising nation-wide and reach more traditional audiences. These platforms cater to advertisers with stronger financial capacities, providing tailored approaches to connect with audiences effectively.

For those venturing into streaming advertising for the first time, there are numerous cost-effective options abound. Amazon Sponsored TV (separate from Amazon DSP), for instance, offers an entry point without any dollar commitment. Although it might not secure prime spots during high-profile events like Thursday Night Football, MLB Games, or Prime Video, it provides marketers with access to an incredibly diverse and expansive audience across Amazon’s wide array of services. Conversely, Hulu opens its doors for advertisers with rates as low as $500 a month. This avenue allows brands to place their ads amidst some of the most sought-after shows, rivaling the visibility offered by Netflix but at a fraction of the cost. These platforms serve as accessible gateways for advertisers seeking effective ways to reach their target demographics within the streaming landscape.

What does the future look like?

In the relentless pursuit of audience attention, brands are exploring strategies and tactics never entertained before. Disney and their partner Hulu have begun to explore the idea of highly personalized shoppable ads while you watch. Currently, ideas are being explored that will allow viewers to receive personalized prompts for products sent directly to their phones through push notifications or email. As they’ve done with entertainment, Disney aims to reinvent how advertising is perceived and used by marketers and customers alike.

Aside from new technologies, other major media conglomerates are actively exploring the prospects of consolidation, evidenced by recent moves such as the merger discussions between Warner Bros and Paramount. Simultaneously, smaller brands, once synonymous with cable TV, are expanding their presence in the over-the-top (OTT) realm. Platforms like Crunchyroll, specializing in anime, and Tubi, hosting a spectrum of live channels, exemplify this trend. These shifts underline the evolving landscape of entertainment consumption. If you're seeking guidance on navigating this dynamic marketing landscape, consulting experts like SparkShoppe can pave the way for a tailored marketing approach suited to your brand's objectives.

The Power of a Retail Media Network

Thu, 14 Dec 2023 19:45:25 GMT

A retail media network refers to a platform owned and operated by a retailer that allows brands and manufacturers to advertise and promote their products directly to the retailer's customers. SparkShoppe has been managing, selling, and executing this type of marketing in the grocery retail industry for over 7 years. Retail media networks have become increasingly popular and can offer several advantages for both grocers and manufacturers. Here are the key aspects of the power of a retail media network:

4 Things to Know About Google New Gemini

Wed, 13 Dec 2023 15:01:08 GMT

In the rapidly evolving landscape of artificial intelligence, Google has introduced its groundbreaking AI platform, Gemini, marking a significant stride in advanced computing. Positioned as a direct competitor to OpenAI's Chat GPT-4, Gemini boasts unprecedented capabilities, with Google asserting that it represents their most proficient and versatile AI creation to date. This article explores four essential aspects of Google's new Gemini.

Multimodal Capabilities:

Gemini sets itself apart with its impressive multimodal capabilities, enabling it to comprehend diverse forms of data, including text, audio, images, and video. Google has trained Gemini from the ground up on various mediums, ensuring a comprehensive understanding of information. This marks a departure from traditional approaches, where AI models often adapt to different data types after their initial development. Watch this video demonstrating Gemini’s capabilities: https://www.youtube.com/watch?v=UIZAiXYceBI

Gemini Versions:

Google has unveiled three distinct versions of Gemini , each tailored for specific purposes. The Gemini Ultra, positioned as Google's most powerful model, directly competes with OpenAI's GPT-4. Meanwhile, the Gemini Pro, currently operating on Bard, serves as a mid-range model surpassing GPT-3.5, the baseline version of ChatGPT. Lastly, Gemini Nano is designed for efficiency, specifically targeting mobile devices.

Milestone in AI Performance:

Gemini has achieved a remarkable feat by surpassing human experts on the Massive Multitask Language Understanding (MMLU) benchmark, scoring over 90%. Eli Collins, Vice President of Product at Google DeepMind, emphasized Gemini's unprecedented capabilities, declaring it their largest and most proficient AI model. MMLU evaluates AI proficiency across 57 subjects, including math, physics, history, law, medicine, and ethics. Explore the head-to-head of Gemini v.s. Chat GPT-4 below.

Rollout and Integration:

Gemini is set to debut on Google Pixel 8 devices, with Google Pixel 8 users being the first to experience its capabilities. Additionally, the AI will power Android's Smart Reply feature on the Pixel 8 Pro, specifically within the Google keyboard and limited to WhatsApp. Google plans to expand Gemini's integration into more messaging apps and other aspects of the operating system in the coming year.

To stay ahead on all of the world of artificial intelligence be sure to follow SparkShoppe on all social media platforms!

Trends to Look For in 2024!

Wed, 06 Dec 2023 15:50:57 GMT

As 2023 comes to a close, now is an important time for social media marketers to plan for next year. Are you ready? SparkShoppe is here to help you get ahead of the New Year by exploring the top trends we expect to influence social media marketing in 2024.

AI

Throughout 2023, we have seen companies start to incorporate AI into their products, notably with Canva’s AI-powered design tools in Magic Studio and Photoshop’s generative AI . This trend will likely continue moving into 2024, especially considering that 81% of marketers say that AI has already had a positive impact on their work according to The 2023 Sprout Social Index . Social media marketers are now able to overcome writer’s block when creating content thanks to new tools like HeyOrca’s AI Captions . More is on the horizon for 2024. Google Ads recently introduced generative AI features to its Performance Max campaigns such as asset generation and image editing capabilities. This will allow users to create more asset variety in their campaigns, with new text and images available in a few clicks.

Source: Adobe

Source: Tableau

In addition, AI will be able to analyze data and provide insights. Google has already rolled out Analytics Intelligence to Google Analytics 4, which provides automated insights based on any trends that Google detects. Pulse from Tableau, slated for release at the end of this year, tracks user-selected “priority KPIs” for unusual trends or patterns . These new products will be pivotal in the new year, with 95% of leaders informing business decisions on social data .

Although these new AI integrations are lessening the workload for marketers, it may come at the expense of engagement. A survey by Hootsuite found that 62% of consumers say that they are less likely to engage with and trust content if they know it was created by an AI application. This is especially relevant to the upcoming 2024 election, with Meta announcing a new policy for political ads running on their platforms to disclose if they were generated by artificial intelligence. AI can be a starting point, but creating an authentic experience for customers is crucial.

Streaming

A surge in Connected TV (CTV) advertising is already happening, with platforms like Netflix, Peacock, Paramount+, and Hulu offering ad-supported tiers to customers. These tiers are becoming increasingly popular, with Netflix tripling global users on its ad-supported tier to 15 million since May. This trend is expected to continue into 2024, especially as Amazon’s Prime Video plans to introduce ads starting early next year. It is estimated that Prime Video will add nearly $2 billion “not just to Amazon, but to the whole CTV ad market,” according to Ross Benes, an analyst at Insider Intelligence .

What does this mean for marketers? The cost for running ads could decrease. For example, Disney+ and Netflix’s CPMs have decreased since Q4 2022. The rising popularity means that advertisers are allocating more spend to CTV/OTT advertising, with a projected increase of 39.5% in ad spend from 2023. It’s also becoming easier for marketers to reach and engage with their perfect audience with more precise audience targeting and shoppable ads, which allow viewers to make a purchase directly from an ad. This coincides with AI-driven personalization , which allows advertisers to better tailor their ads to each customer using analytics.

Source: Getty Images

Unpolished Content

Even as AI becomes more prominent throughout the social media landscape, users are still on the hunt for unpolished, user-generated content. A 2022 study from Meta found a positive correlation between ad recall and lower production value video in technology, retail, restaurant, and e-commerce verticals. According to the study, millennials and Gen Z are experiencing “perfection fatigue,” meaning that they prefer content to be unedited and spontaneous instead of scripted and produced. The strategy is already being used by brands like Duolingo, whose daily active users were up 62% last year as their social media presence continues to prioritize being entertaining over salesy.

With this content, it is important to ensure that the overall message still aligns with the brand identity. Red Bull strikes this balance, aligning uncut clips of extreme sports with their slogan of “Red Bull gives you wings.” The content can rely on platform-native elements such as templates, polls, and music to give it a human touch rather than a polished feel. With 56% of consumers thinking that brands should be more relatable on social media, this is a perfect avenue to building a relationship between your audience and your brand!

Is your brand’s digital and social strategy prepared for 2024? Contact us today to learn more about our digital marketing services.

It's a Wrap

Wed, 29 Nov 2023 21:48:43 GMT

In its ninth year, Spotify Wrapped is the biggest it’s ever been. With 574 million listeners , Spotify has realized its place in the cultural zeitgeist and uses Wrapped to play up to our expectations and more.

In 2023, Spotify dedicated Wrapped to two primary factors: authenticity and personalization. As spoken by Marie Roenn, Global Group Creative Director at Spotify, “Everywhere we show up we’re going to double down on what is real. Wrapped is a moment of truth, it reflects the year you had, backed by data” . The issue of realness is much more than music, as we continue the uphill battle against ‘fake news’ and try to grasp the unprecedented arrival of AI tech. The fight for truth and embracing what is real is no better exemplified than by online dictionary, Merriam-Webster , declaring ‘authentic’ its word of the year.

Leading up to Wrapped 2023, Spotify had taken a page out of Taylor Swift's playbook and teased both the launch and her reveal as top global artist using Easter eggs. Hints had been sprinkled throughout the pre-launch of Wrapped such as cats, red lipstick, and all things TS on social media and with billboards across the to preview her reveal as the top-streamed artist of the year, and to build hype for the day-of.

As for personalization, Spotify has built out an in-app Wrapped feed on mobile and desktop for users to fully absorb everything Spotify has to offer. Eager for our personal slice of the Spotify pie, the desktop landing page for Wrapped crashed almost as soon as it was released.

In addition to what we are familiar with such as top tracks, top artists, new genres, and time listened to, Spotify has introduced a swell of ways to connect with the community and your favorite artists within the app itself. Sound Town is a new Wrapped feature that matches users to a city based on similar listening habits and tastes. Another new feature is Me in 2023 which assigns users a listening character specific to them from how you used Spotify. The most personal feature is Artist Messages , where you can view short clips of some of your favorite artists thanking you personally for being a fan.

Of course, what’s the fun in keeping this all to ourselves. Spotify has not only made these features shareable, but they encouraged it with every feature a part of Wrapped being able to be shared across the most popular social media channels. In an interview with Variety in 2021 , Spotify vice president and global executive creative director Alex Bodman said: “I’m sure we’d all love to sit down and say it was a marketing stroke of genius, but when it was first built it was a loyalty play. I don’t think we had any idea that people would want to share it so much.”

While YouTube and Apple Music offer nearly identical recaps of listening habits based on how you use their respective apps, there’s something about Spotify Wrapped that continues to pull on the emotions of its users and make it the music recap of the year.

For updates on the latest trends in digital marketing and how companies continue to keep it real in the new world of AI; be sure to follow SparkShoppe on social media and keep up with our blog!

The Latest on OpenAI's Leadership Strife

Wed, 22 Nov 2023 17:23:58 GMT

If you’re having trouble keeping up with everything that’s going on over at OpenAI, you’re not alone. Since it was announced on Friday that Open AI’s CEO, Sam Altman, had been ousted due to the fact that “he was not consistently candid in his communications with [the board],” it’s been a stream of announcements for the revolving door of leadership at the company. As the creators of ChatGPT, OpenAI has been a star of the Artificial Intelligence industry. This means all eyes have been on them the past few days as rumors swirl about the status of their leadership team.

What began as an ousting of Altman has now ended in the removal of the majority of the board that began the movement against him and Altman back as CEO after five tumultuous days. Greg Brockman, the President and Co-Founder of OpenAI , who had quit in solidarity when Altman’s firing was announced, will now be rejoining him back at OpenAI. Brockman was not the only employee to show resentment towards Altman’s firing. In a letter to the board , a large portion of the staff threatened to leave OpenAI if Altman was not reinstated as CEO. At the time, Altman’s plan was to lead a new AI venture at Microsoft with Brockman by his side. Over 500 employees claimed that “Microsoft has assured us that there are positions for all OpenAI employees at this new subsidiary should we choose to join.”

In addition, the second interim CEO of OpenAI since Friday allegedly stated he would be stepping down if it was not made clear exactly why Altman was fired. Previously, CTO Mira Murati had been named the interim CEO until Sunday when she was reinstated as CTO. With Altman back at OpenAI, Adam D’Angelo, the CEO of Quora is now the only former board member remaining. According to the New York Times, “OpenAI’s revamped board of directors will include Bret Taylor, an early Facebook officer and former co-chief executive of Salesforce; Lawrence Summers, the former Treasury secretary; and Mr. D’Angelo, a current board member and chief executive of the question and answer site, Quora.”

While the dust appears to be settling, no one can quite be sure if this marks the end of upheaval at OpenAI. There’s no doubt that plenty of eyes will stay on the company as this new board begins its leadership and Altman continues his reign as CEO. For updates on this story and to keep up with the latest developments in Artificial Intelligence, marketing, and technology; be sure to follow SparkShoppe on social media and keep up with our blog !

Marketing Trend Tracker - Series 5

Thu, 16 Nov 2023 19:30:18 GMT

Get ready for the holiday season with the latest innovations in digital marketing technology! From new tools utilizing AI, software updates and new partnerships, join us as we explore these transformative developments and their implications for businesses navigating the dynamic world of digital advertising and social media marketing. Remember, in this digital age, even Santa is likely using AI to create his naughty or nice list!

AI-Powered Upgrade: Google's New Era in Advertising with Performance Max

In a major development, Google has significantly enhanced Performance Max by integrating generative AI tools. Initially launched as a pilot in 2020, the campaign type now offers users more control with less oversight, making it the fastest-growing product in Google's portfolio. The enhanced interface provides the ability to analyze a brand's website before generating digital assets, keywords, and ad headlines.

What sets this apart is the level of customization it offers. For instance, brands can guide the AI to produce elements in line with specific themes such as Thanksgiving or Christmas. This means that your advertising can stay relevant and timely without any additional effort. Every ad generated by Google's AI will carry an invisible but permanent watermark, courtesy of Google's SynthID technology, signifying its AI-originated creation. Images generated or suggested by the AI can be used outside of Google Ads. This opens up a world of possibilities for brands to leverage these assets across various platforms, further extending their reach and impact. But perhaps the most appealing aspect for advertisers is that these enhancements come at no additional cost. With Google's latest update, it's clear that the future of advertising is here, and it's powered by AI.

Source: Google Ads & Commerce Blog

Emerging Holiday Trends on Social Media

An estimated 4.9 billion people used social media worldwide this year, driving businesses to increase their focus on social media strategies. The landscape of social media and business is rapidly evolving, with significant shifts in strategy and consumer behavior. According to a recent survey , 54% of business leaders plan to increase their spending on social media ads, while 52% are strategizing to leverage influencer marketing.

Consumer habits are also shifting towards social media shopping, with a whopping 84% of consumers disclosing that they utilize social media platforms as a means to investigate products. For instance, 20% of consumers plan to use TikTok for gift shopping, with the figure rising to 37% when looking at Gen Z consumers. Despite the rise of online shopping, brick-and-mortar stores continue to be relevant, with 60% of consumers planning to shop in-store.

In terms of challenges, business leaders are concerned about inflation, supply chain disruptions, and inventory and staff shortages. To mitigate these issues, many are turning to AI tools and freelance resources. About 55% of business leaders plan to use AI tools to expedite work processes.

As we continue to navigate the ever-evolving landscape of social media and business, it's evident that strategic adaptation and innovation will remain crucial for success. Companies that can effectively leverage social media strategies, adapt to shifting consumer behaviors, and overcome operational challenges will be the ones to thrive in this dynamic environment.

Source: Shippo

Meta and Amazon Unveil Game-Changing Shopping Experience

In a groundbreaking collaboration, Meta and Amazon have come together to offer a seamless shopping experience on Facebook and Instagram. Users can now browse and purchase products directly from Amazon and Meta ads without ever leaving the app. These ads offer real-time pricing, Prime eligibility, delivery estimates, and detailed product information. All it requires is a simple link between their Amazon account and their Facebook or Instagram profile, ensuring a smooth and uninterrupted shopping journey. The system utilizes your Amazon account details to keep product prices on ads updated, ensuring accurate information at all times.

A key component of this collaboration is the sharing of limited user data with Meta, the parent company of Facebook and Instagram. This data exchange aims to present more relevant ads to consumers, enhancing their overall shopping experience. However, both companies are facing some hurdles due to Apple’s privacy features first introduced on iOS14, which has imposed limitations on purchase tracking via Meta’s apps. Despite this challenge, these restrictions have been applauded by many as they help address privacy concerns, thereby contributing to a safer and more secure user experience.

Source: Social Media Today

As we embrace the holiday season, SparkShoppe is continually adapting to the evolving trends. Connect with us to learn how our experienced marketing team can help your business lead the way in the digital realm during this festive period. Happy Holidays!

Leveraging AI for the Holidays

Mon, 13 Nov 2023 13:00:00 GMT

Every retail business knows that the holiday season can often make or break your year. Things can get hectic, and shoppers will be looking at you to provide an efficient, easy, and enjoyable shopping experience. To help out, we want to share some tips on how you can succeed this holiday season by leveraging Artificial Intelligence tools for your business. Here’s our list of AI tools that will make you the holiday hero:

ChatBots

Anyone with an online store may want to consider a chatbot on their website to help deal with customer inquiries. Chatbots can assist in answering the simpler FAQs, leaving your team more bandwidth to answer the difficult questions when they arise. This will save time and provide a streamlined experience for your customers. If you do decide to set up a chatbot on your website, be sure to set it up with the ability to answer questions that your customers ask often. Zendesk and Hubspot both offer a subscription-based chatbot, but there are plenty of options out there, so be sure to do research and choose the one that makes the most sense for you.

Generative AI Tools

AI photo editing products have been springing up everywhere, with a lot of big brands rolling out new tools. Canva has released a “magic studio” of AI tools that can help business owners and marketers save time with creating content and product displays. AI can also help generate beautiful and simple product backgrounds. Photoshop has introduced AI into their software with generative fill, background generation, and remove and replace tools that can help you generate content in one click. Most recently, Amazon has released an AI-powered image generation tool that allows you to take the SKU of your item and import it into AI generated photos! This is fantastic for generating realistic product scenery for your advertisements and listings. These tools make marketing your products quick and easy, use them for social media, your website, ad campaigns, or whatever else you want!

AI Writing Tools

AI copywriting tools are a fantastic way to streamline some of the monotonous writing tasks within your business. AI can help to generate product descriptions and the basis for your blog content. While all content produced by AI does have to be edited, having the first draft and brainstorming done can streamline the writing process. Make sure someone is always double-checking the content that AI generates for factual accuracy before publishing. If you are looking for AI writing tools, Jasper AI and ChatGPT are good places to start

AI and Digital Advertising

When it comes to advertising, AI has actually been ingrained in ad platforms for quite some time. Google has been using AI with smart bidding, broad match keywords, and responsive search ads to maximize advertisers return on investment since 2016 . These tools are great because they require almost no extra leg work from the advertisers standpoint. While you should still weigh your options and determine if AI search tools are right for your brand, implementing these strategies is as simple as a click of a button.

Understanding which AI tools are the right fit for your business is a great first step toward maximizing their benefits. If you need help choosing and leveraging the best AI tools for you, feel free to reach out to our team at SparkShoppe. We can audit your business to determine which tools will make you the hero this holiday season! Ignite your strategy today .

President Biden Issues Executive Order Concerning AI

Tue, 31 Oct 2023 20:47:06 GMT

The White House has released an executive order this week addressing AI with a fact sheet detailing each action. While AI has been a sensation over these recent years, safety concerns have sprung up about the budding technology and its potential threat to the security and wellbeing of the American people. Let's take a look at the big actions in this executive order:

Security

Developers of AI must share their safety test results including rigorous red-team results (red-teams pretend to be a cyber threat in order to test security) that ensure the public safety of new AI before its release. Federal funding in the biological area will be contingent on establishing “strong new standards for biological synthesis screening” according to the order. There are also plans to develop an advanced cybersecurity program to handle vulnerabilities in new AI, and an order to develop a National Security Memorandum that further dictates actions on AI security. Security and safety was always the largest concern during AI discussions, so this being the first and most robust item on the list is expected.

Privacy

While AI is a fantastic time saver, its ability to complete hours of work in minutes makes it the perfect culprit for potential privacy and data violations. The White House has called for the accelerated development of new privacy-preserving techniques as well as strengthening their current ones. These safeguards could involve practices such as limiting access to data to only authorized personnel and biometric or multi-factor authentication. Guidelines will be developed so that agencies can be evaluated on their effectiveness on preserving privacy. Best practices for data handling and privacy include tactics such as making secure locations for data and making regular backups to ensure it can be recovered in the case of a breach or glitch. New privacy methods are needed to deal with AI and we have an unclear timeline for how long they will take to develop.

Responsible Government Use

It is easy to focus on how other countries and organizations may use AI, but a look at our own government is needed as well. Accelerating the rapid hiring of AI professionals was on the list of to dos, making sure that authorities on the subject are in a position to guide decision making and prevent misuse. AI products and services will be acquired through efficient contracting, and standards and guidance will be provided to government agencies to ensure the protection of rights and safety. While we saw a restricting of AI from the E.U, The U.S. seems to want to put safeguards in place for everything AI is capable of.

While much of this executive order is a promise to develop proper safety protocol, it is a step in the right direction. Marketers should look out for developing guidelines on AI and stay ethical in the meantime by knowing the risks of AI !

We encourage you to check out the full fact sheet , as there are many other important actions in the order such as education, workforce support, and civil rights.

We always have a pulse on the industry, so keep up with the SparkShoppe blog to stay informed on the latest marketing developments.

Marketing Trend Tracker - Series 4

Fri, 13 Oct 2023 17:26:08 GMT

Staying on top of the latest trends and updates is crucial for businesses and marketers looking to make an impact online. In an age of digital transformation, two industry giants, Canva and Meta, are making significant strides in revolutionizing our approaches to graphic design and marketing. Join us as we take a deep dive into Canva's latest offering, Magic Studio, a suite of AI-powered tools designed to redefine the way we create and interact with digital content. The exploration doesn't stop there; it extends to Meta's groundbreaking features. Noteworthy among these are Instagram's new capability to share stories with multiple group lists and the introduction of Broadcasting Channels, both providing user privacy and customization. These advancements are set to transform the way content is created, shared, and consumed in today's digital world.

Meet Canva’s New Magic Studio

In addition to announcing its 10th anniversary, Canva recently introduced Magic Studio , a suite of AI-powered design tools that promise to “reimagine the future of design.” The introduction of Magic Studio significantly enhances Canva's AI capabilities, debuting features like Magic Switch, Magic Grab, Magic Expand, Magic Morph, Magic Alt Text, and Magic Animate. These innovative tools leverage a combination of Canva's proprietary AI technology and those of partners like Google and OpenAI.

“People don’t wake up in the morning wanting to use AI. They wake up with a job to be done,” says Cliff Obrecht , Canva co-founder and COO. “We want the AI tools we’re building to be workhorses, not gimmicks, seamlessly updated to help that output and help people work.

Canva's biggest feature Magic Design , an AI-powered tool, is transforming the way users create and design content. Magic Design enables users to generate curated, personalized, and on-brand designs with just a few clicks, making the design process more efficient and user-friendly. It allows users to create presentations, videos, and other visual content from text prompts in a matter of seconds. The tool also includes Magic Write , an AI text generator that helps create quality copy swiftly. This innovative feature set is expected to significantly impact how individuals and businesses approach design, making it more accessible and efficient, and reducing the dependency on advanced design software.

Meta’s Trendsetting Innovations

Meta is spearheading a revolution in digital marketing through the introduction of innovative features, including Instagram's ability for users to share stories with multiple group lists at once and Meta's Broadcasting Channels. These new capabilities are reshaping how content is shared and consumed, providing more targeted and personalized communication methods that cater to the evolving needs of today's digital consumers.

Instagram, a platform owned by Meta, is taking a significant step forward in enhancing user privacy and control over content sharing. The social media giant is testing a new feature that allows users to share Stories with multiple audience lists at once. This feature empowers users to segment their followers into distinct groups, providing an option for more targeted sharing when publishing a Story.

Instead of broadcasting their Stories to all followers or just the 'Close Friends' group, users can now spread their Stories across various groups of their choice. Instagram CEO Adam Mosseri announced the new feature, highlighting Instagram's commitment to enhancing its user experience and giving them greater control over their content.

Meta's introduction of Broadcasting Channels is another game-changer in the realm of online communication. These channels are a public one-to-many messaging tool, allowing creators to invite all their followers to receive shared direct messages, videos, and photos. This feature was first launched on Instagram to provide a platform for creators to deepen their connections with followers through direct, mass messaging. In the last few months, it has been expanded globally, offering creators worldwide a new way to connect with their followers on a larger scale.

Both moves are expected to strengthen the sense of community among Instagram users, as it promotes more intimate and meaningful interactions. These initiatives embrace the trend of enclosed group sharing, offering a greater sense of exclusivity and personalization in content distribution. The roll-out of these features underlines the ongoing shift towards more private spaces for sharing and discussion, reflecting the growing demand for privacy and curated interactions in today's ever-evolving digital landscape.

At SparkShoppe, we're always in tune with the pulse of ever-changing trends. Connect with us today to discover how our seasoned team of marketers can empower your company to stay at the forefront of the digital landscape!

Google’s Silver Jubilee: 25 Years of Fueling Innovation and Curiosity

Tue, 03 Oct 2023 13:40:49 GMT

Marking a quarter of a century in the realm of technology, Google is celebrating their 25th birthday with a nostalgic look back at their remarkable journey and a glimpse into the future. From its beginnings as a research project to becoming a global leader in technology, Google's journey is a testament to innovation, ambition, and vision. Let us dive into Google's rich history and explore how they are celebrating this significant milestone.

The Dawn of a New Era

Twenty-five years ago, finding answers to even the simplest questions was a challenge. Whether you were trying to cut a pineapple or start a business, you had to rely on limited resources and personal networks. Then, Google Search came into existence, offering a solution to our endless questions and changing the way we navigate the world.

Milestones and Innovations

Over the years, Google's continuous pursuit of innovation has led to the creation of products that have become integral parts of our lives. In 2000, a surge in searches for Jennifer Lopez’s iconic Grammy dress led to the birth of Google Images , transforming how we find and view visual content online.

Other notable milestones include the introduction of Autocomplete , which predicts and completes your search queries, and Multisearch , a tool that allows simultaneous searches across different platforms. Each of these innovations has made Google more helpful and efficient, enhancing our digital experiences.

Celebrating With a Doodle and Surprises

To commemorate its silver jubilee, Google is embracing its tradition of celebrating important events with a special doodle . This year's anniversary doodle honors the evolution of the Google logo. Additionally, Google has introduced a fun and engaging pop quiz to test users' knowledge about the tech giant. The quiz, titled 'How well do you know Google?', invites users to answer questions related to Google's history , innovations , and milestones over the past 25 years. This interactive initiative not only commemorates Google's journey, but also offers users a chance to reflect on how Google has become an integral part of their digital lives.

Looking Ahead

As Google celebrates its 25th birthday, it also acknowledges the role of curiosity in its journey. User queries and needs have fuelled Google's progress and its relentless pursuit of technological advancements. As CEO Sundar Pichai noted, the search for answers will continue to drive extraordinary technology progress over the next 25 years.

As we look forward to the future, we can expect Google's commitment to innovation to persist. With a focus on artificial intelligence , the potential to improve lives and deliver on its mission is immense. So, here's to Google - for an incredible 25 years, and many more to come.

Happy 25th Birthday, Google!

Stay on the cutting edge with the SparkShoppe blog and connect with us on social media for in-depth knowledge of digital marketing trends!

What’s New with Meta?

Wed, 27 Sep 2023 16:25:42 GMT

Meta seems to be having a very busy 2023, with the launch of their new Twitter rival app Threads , and a continuous rollout of updates and new technologies for users, Meta has been in the spotlight quite often. Let's dive into Meta’s two latest updates; one concerning multiple profiles, and the other an update to the Meta Verified feature that we touched on back in March .

Meta’s Multiple Facebook Profiles

This one’s for all the foodies, fitness buffs, or anyone who wants to have separate experiences across accounts on Facebook. You can now have multiple personal accounts ! Meta’s intent with this feature is to allow customizability. Multiple accounts can allow you to keep close friends and family in one place and your hobbies in another. So if you want to have an extra profile just for fitness, food, sports, or whatever you want, you can! Any user can have up to four additional profiles. Meta has stated that you can have any name for your additional profiles, but your main profile must keep the name you go by in everyday life.

Image Via: Meta

Meta Verified

In the spring of 2023, Meta launched a new service for Facebook and Instagram called “ Meta Verified ”. The blue checkmark, which has become something of a status symbol, was made available to everyone for $15/month. Meta has been testing this new feature for the past 6 months and has now decided to expand the feature to businesses on Instagram, Facebook, and WhatsApp. The idea is to allow businesses to stand out on social media apps while giving customers a sense of trust that they are talking to a legitimate account. Other benefits include appearing at the top of search results and as a recommended business to follow. So what’s it going to cost? The service starts at $21.99 USD/month per Facebook or Instagram account, and $34.99 USD/month to bundle both. The feature is not yet available on WhatsApp but will be coming soon so keep an eye out for that!

Want to keep up with the newest features and updates in the digital marketing landscape? Stay up to date with the SparkShoppe blog and follow us on social media for digital marketing insights!

From Stage to Stadium: Taylor Swift's Internet Influence

Tue, 26 Sep 2023 21:25:12 GMT

In the dynamic world of the NFL, where fierce competition, strategy, and athleticism are the norm, an influencer no one expected has emerged to impact the landscape of all sports. Taylor Swift, known for her chart-topping music and marketing prowess, has ventured into the world of sports, and her presence is causing ripples across the NFL, both on and off the field.

Last Sunday's game between the Kansas City Chiefs and the Chicago Bears garnered significant attention, but it wasn't due to the on-field action. Swift's presence at the game – where she came to support her rumored new boyfriend, Travis Kelce – became the focal point of the event. While Swift's marketing expertise is well-known in the music industry, her influence in sports was an unexpected twist.

Image Via David Rumsey

One remarkable outcome of Swift's association with Travis Kelce was the unprecedented surge in his jersey sales, which skyrocketed by an astonishing 400% , catapulting him into the top-5 of NFLShop.com's jersey sales charts . Kelce himself saw a substantial increase in his social media following, gaining nearly 300,000 new followers within just one week.

Recognizing the marketing goldmine they had stumbled upon, the NFL swiftly capitalized on this trending event. The NFL's official X account (formerly Twitter) changed their bio to read " NFL (Taylor’s Version) ," while the NFL's TikTok account featured many videos of her reactions throughout the game. This clever rebranding aligned the NFL with Swift's massive fanbase, creating a buzz that extended well beyond the football field.

When the news started to break on social media that the star was attending the game, her search volume increased all the way to the max volume of recording by Google. As shown above, the largest search increase occurred in the regions closest to the game. Catapulting off Swift’s already staggering number of Google hits from her previous week's takeover of Google to reveal the titles of the vault tracks of her upcoming rerecording of 1989, where she challenged fans to solve 33 million puzzles on the platform before the vault was opened and the track names were released.

As news of Taylor Swift's attendance at the game spread across social media, 'Swifties' promptly tuned in to their televisions and logged into their streaming services, resulting in a significant boost in viewership. According to David Rumsey of Front Office Sports , there was a staggering 63% increase in female viewership among the 18-49 age group compared to the previous week's game. Swift's presence was not only captivating existing fans but also attracting a whole new demographic to NFL broadcasts.

Taylor Swift's impact on the NFL and the internet as a whole was not confined to the game itself. Her choice of attire during the event sparked a fashion frenzy among fans. The New Balance 550 shoes she wore quickly became the trending item on New Balance's website, with Swifties flocking to purchase the same shoes she was sporting. This unexpected crossover of fashion and sports created a marketing sensation and showcased Swift's ability to influence consumer behavior in diverse industries.

It did not take long for other brands to capitalize on the event, utilizing photos and videos from the game to push their own messages. From what she was wearing all the way to the types of condiments she decided to put on her chicken tenders . These forms of memes (examples shown below) are a great example of how brands can capitalize on "cultural moments” like this one.

So while it is yet to be seen if it’s a Love Story or if it will go down in flames, the SparkShoppe team can keep you up-to-date on the world of social media. Be sure to follow us on all social platforms!

From Viral Dances to Virtual Carts: The Rise of TikTok Shop

Mon, 18 Sep 2023 15:00:00 GMT

TikTok continues to push the boundaries of innovation with its legion of features. Always on the cutting edge, TikTok is now venturing into the realm of e-commerce and monetization. This latest addition to their platform indicates a new era for creators and businesses alike, allowing them to tap into a whole new level of interaction and engagement with their audience. Enter TikTok Shop - the latest innovation from TikTok that aims to revolutionize online shopping.

What is TikTok Shop?

TikTok Shop is an innovative feature within the app that empowers creators to not only sell their own products directly, but also partner with affiliates to link a variety of items, creating a dynamic in-app shopping experience. Launched initially in Indonesia , the feature has been rolled out globally this week, reflecting the platform's focus on monetization and its ambition to compete with other e-commerce giants. Users can simply tap on a product they see in a video, which leads them to the creator’s shop where they can make a purchase without leaving the app . This seamless integration of shopping and entertainment is known as " social commerce ," and it's a trend that's set to redefine the e-commerce landscape.

Unmasking the Critiques of TikTok Shop

Despite the impressive growth and innovative features of TikTok Shop, it's not without its share of controversy and criticism. A significant portion of this criticism comes from users who have had less than satisfactory experiences with the platform. Some customers have expressed disappointment with the products they received, stating that they did not match their expectations based on the product descriptions and video demonstrations.

Adding fuel to the fire are concerns about the authenticity of the products being sold. With the popularity of designer and high-end goods on TikTok, some users have raised concerns about the potential proliferation of fake or unauthorized replicas through the platform. These worries have created a sense of mistrust among some users, which can potentially hamper the growth and acceptance of TikTok Shop.

A broader criticism of TikTok Shop is the perceived over-commercialization of the platform. Critics argue that the constant bombardment of shopping links and advertisements could turn off users who primarily use TikTok for entertainment, creativity, and social interaction. This overemphasis on shopping could potentially alter the user experience and erode the essence of what made TikTok popular in the first place.

The Future of E-Commerce on TikTok

With the launch of TikTok Shop, the platform has made it clear that it sees a future where social media and e-commerce are tightly intertwined. As the line between social media and e-commerce continues to blur, we can expect to see more features and tools aimed at making online shopping.

TikTok Shop represents the next stage in the evolution of e-commerce. It's clear that this platform isn't just about viral dances and funny clips anymore - it's a thriving marketplace that's redefining e-commerce. By leveraging its massive user base, high engagement rates, and the power of user-generated content, TikTok is next in line to become a major player in the world of online shopping. Whether you're a brand, a creator, or a consumer, it's time to take notice.

Stay up-to-date with the latest e-commerce trends with SparkShoppe Blog !

Image: TikTok

5 Essential Tips for Digital Marketing this Holiday Season

Thu, 14 Sep 2023 13:11:51 GMT

The holiday season is fast approaching and it’s time to start preparing for the biggest shopping events of the year. Both Black Friday and Cyber Monday generate billions of dollars in sales each year. This is the perfect opportunity to boost sales and get your business ready for the holiday season. However, with so many businesses competing for the same consumers, it’s important to have a strong digital marketing strategy. Here are five important tips for digital marketing this holiday season.

Create a Holiday Marketing Calendar

One of the most important steps is planning. Get ahead of the game and create a holiday calendar for all your promotions, sales, and events. This ensures your marketing team is organized and your promotions are well-timed. Pre-plan content for social media and advertising campaigns to get the most out of your budget.

Optimize Your Website

Make sure your website can handle the increased traffic during the holiday season. It’s important to have a fast and reliable website . This will reduce bounce rates and increase conversions. Optimize images, compress files, and enable caching to improve load times. Make sure all links work properly and all pages are up-to-date.

Pre-Build Your Email Lists

Build those email lists before the holidays hit! This will help you to reach your already loyal customers with special offers and exclusive discounts. Send out newsletters and promotional emails leading up to Black Friday and Cyber Monday. Make the emails unique and personalized to make a lasting impression.

Strengthen Your Social Media Presence
There are many steps that you can do to better optimize your social media pages and create better brand loyalty. For Black Friday and Cyber Monday, create a branded hashtag and encourage customers to share their experiences using it. Run giveaways and competitions for people to interact with your brand. Consistently post content that informs and inspires the audience, keep in mind any holiday promotions that are currently running.

Utilize Retargeting Ads

Retargeting ads aim to reach the users who have shown interest in your business within a specific time frame. During the holiday season , this is crucial. A user may visit your site and browse, then leave. Retargeting ads are a way to bring them back. You can offer a special promotion, exclusive content, or even just a friendly reminder of your brand.

The holidays can be stressful, and not everyone has the time or enterprise to implement these strategies. That is where SparkShoppe comes in - we make executing a 360-degree marketing strategy easy! Contact us today to get started.

Artificial Intelligence and its Risks for Marketers

Mon, 28 Aug 2023 15:53:59 GMT

Generative Artificial Intelligence (AI) continues to fascinate and impress the world with its capabilities. A wide variety of industries from the military to marketers are putting this technology to use. However, like all technology, there is a responsibility on the user to make sure the tool is used correctly. AI does pose some issues for users as it is newly developed and far from perfect. We are here to help you navigate the realm of AI! Read on to see what you need to know about and how to take some of the risk out of using this exciting new tool.

AI is Factual Most of the Time

AI is not 100% trustworthy, it can sometimes present erroneous information as fact. As the expression goes, you should take everything AI generates with a grain of salt. Interestingly, even if the AI has the correct data, it can still put out falsehoods from time to time. So, how do we prevent these inaccuracies? First, only give the AI bot one small section to work on at a time. The longer the text you want to generate, the more likely it is that there will be incorrect information. Second, and most important, add a human component to ensure accuracy.

Know What Tasks to Assign to AI

AI is a great tool for time-consuming work that doesn’t require high levels of expertise. For example, AI can assist in SEO content like meta descriptions, keywords for your website, and more monotonous writing that doesn’t require a lot of creativity or expertise to make. AI has shaken up the future of SEO, and Google has put out a guideline for marketers regarding the situation. Google will always reward SEO content that has four qualities: expertise, experience, authoritativeness, and trustworthiness. AI-generated materials can violate these requirements if not checked. In order to protect your SEO, it is recommended to use AI for content that requires quantity and leave the quality work to actual humans. If you do use AI for your SEO content, be thorough and make sure that the content is in alignment with Google’s E-E-A-T guidelines .

AI Can Be Boring

AI does not have a “right side of the brain” and lacks creativity. In marketing, creativity is a key element to success. Although with AI, you can write a whole essay in less than 1 minute, it can read as stale and uninteresting. After you use AI for a few papers or blogs, you’ll notice how incredibly similar they all are. AI lacks the nuance to recognize brand identity, which is vital to marketing. Another problem has to do with content. AI struggles to make engaging content capable of captivating your intended audience. Here's a tip: try using AI to give you a list of talking points, ideas, or outline, and then fill the rest in with your creativity to save you time and keep your content high quality!

AI Can Be Biased

AI works by finding patterns in data and then using them to find probabilities of certain outcomes. The problem is a lot of the content on the Internet is biased. In turn, when AI generates these probabilities, they are made from information that is often opinion. Where these probabilities are an issue is in data dealing with race, gender, and age. There have been issues with this all over social media, especially with Meta (Facebook). Different laws have also been put in place around the world against this discrimination. To avoid AI bias affecting you, anything generated by AI must be reviewed by an actual person.

AI Content Can Be Dated
Many AI platforms are working off of dated information. For example, ChatGPT’s knowledge only goes up to the year 2021, meaning it is not accurate to current day and needs to be cross checked with up to date data. Let's take the example of keywords. Keywords are needed for marketing campaigns and working off of old data could hurt your business. You can use AI as a jumping off point, having it generate a list of keywords for you to start with, but we highly recommend other tools that have up-to-date forecasts such as Google’s Keyword Planner in order to double check AI and verify that you are using optimal keywords.

AI Can Have Legal Risks

AI generates work from that of humans. This fact is starting a conversation around the topic of copyright. As of right now, the question of copyright is being debated, and the Congressional Research Service issued this report on the matter. Additionally, if you use AI to create content, that content might not be protected by copyright laws. Meaning, people can use your content without penalty. Furthermore, there is discourse about who owns AI creations; is it the AI site, the company who generated it, or someone else? To avoid these legal issues, be sure to use a reputable AI platform. More critically, and we cannot stress this enough, use your judgment! AI is great to create an outline, but often needs refining to reach a finished product.

The digital world gets more complicated by the day, but SparkShoppe is here to help you with all your marketing needs. Follow our blog to keep up with all things digital!

5 Tips to Handle Negative Reviews About Your Business

Thu, 24 Aug 2023 15:01:35 GMT

It’s no secret that online reviews are a big part of building trust with potential customers. Google has even said that interacting and responding to reviews can help improve your business visibility . While it is easy to respond to the positive reviews, many tend to shy away from the negative ones. Ignoring your negative reviews can make it seem like you don’t care about customer concerns, so we want to share our top 5 tips for how to handle those nasty reviews, and even turn them into an opportunity for your business to shine!

1. Act Fast, but Thoughtfully

If someone leaves a negative review, they are often doing so after something went wrong. Monitor your reviews closely, and respond to the negative ones as reasonably fast as you can. This will minimize the time in which the customer has to wait for a response (and they are already unhappy). Your response should be thoughtful, taking into consideration the issue, how it happened, and how you can use this opportunity to connect and sympathize with their concerns.

2. Don’t Take it Personally

Your business is your livelihood, and it’s easy to get upset about a negative review, especially if it is nasty or rude. It’s important to keep cool and composed, this shows professionalism and tells other customers that you take your business seriously. Respond in a way that addresses the problem, but is not defensive. This approach will let other consumers know that your business can handle issues in a responsible way.

3. Take Accountability

Although sometimes negative reviews can be unreasonable, it is important to try to take accountability if any mistakes were made. This not only validates the person who wrote the negative review, but shows your business is in the habit of learning from mistakes and values customer opinion. Taking accountability is a great first step to remedying the situation. If you were to tell the customer that their claim had no basis, it would only frustrate them more and may cause further repercussions to your business.

4. Make Amends

The ideal ending of a bad review is to make amends with the customer. Sometimes there is no way to do this, but a lot of the time a gesture of goodwill is all it takes to smooth over the interaction. Offer your customer a service or coupon, a small personalized gift from your company, etc. This may turn a sour customer into a lifetime supporter.

5. Turn it Into an Opportunity!

When people are doing research on companies, they surely pay attention to your good reviews, but they pay even more attention to the bad ones. This means that a negative review is an opportunity for you to show customers your ability to solve problems and provide excellent customer service. A negative review, if handled correctly, could turn into a testimony of how your business values every customer and strives for satisfaction with each interaction. So when life gives you lemons, make lemonade!

Follow us for more tips on how to navigate the digital marketing landscape, and if you want to ignite your digital strategy schedule a consultation today!

Digital Pit Crew: Strategies for Building an Unbeatable Online Presence for Auto Repair Shops

Wed, 16 Aug 2023 19:54:28 GMT

Whether it’s getting to work, dropping the kids off at school, or anything in between, we understand the value of everyone’s vehicle. That’s why when something goes wrong, a solution is needed fast. More often than not, those first steps towards the solution start in the search bar. That’s why it is crucial to leverage digital marketing strategies to attract and retain these customers by providing quality research, reviews, and more.

Create a User-Friendly Landing Page:

A well-designed and easy-to-use landing page is the foundation of your online presence. Ensure your content is visually appealing, mobile-friendly, and easy to navigate. Include essential information such as services offered, contact details, working hours, and strong calls-to-action.

Leverage Local SEO:

Target local customers by optimizing your website for local search . Use relevant keywords, including locations nearby to attract those close to home. Optimize your Google My Business listing to enhance your visibility in local search results, and encourage satisfied customers to leave reviews online.

Engage with Social Media:

Identify platforms popular among your customers and establish an active presence . Share valuable content, such as car maintenance tips, industry news, and promotions. Respond promptly to customer inquiries and comments to build trust and foster engagement. If possible, utilize paid advertising options to expand your reach and attract new customers.

Online Advertising:

Leverage online advertising platforms to reach a wider audience and drive traffic to your website. Consider pay-per-click (PPC) advertising on search engines to target customers searching for auto repair services.

Email Marketing:

Build an email list of customers and prospects who've been with you before, and send regular newsletters with contact information, exclusive promotions, and service reminders. Personalize your emails based on customer preferences and previous interactions to enhance engagement.

Building a strong online presence is crucial for auto repair shops to thrive in today's digital landscape. When you partner with an agency like SparkShoppe , our team of social media and content experts can help deliver real world results by building an online content strategy, optimizing your local SEO, and advertising online where your customers are. Embrace the power of digital marketing and watch your auto repair shop flourish both online and in-store.

It’s Official: Twitter is No More, X is Here to Stay

Tue, 01 Aug 2023 20:33:36 GMT

Ever since Twitter was sold to Elon Musk, there has been a nonstop media storm surrounding the company. This summer has brought about some of the biggest changes to the social media giant. Twitter is now rebranding itself to X, not just in name but in function and purpose. Read on to find out what the future looks like for Twitter.

Bye Bye Bird

Twitter users woke up this past Saturday morning to find that the iconic blue and white bird logo had been transformed into an X. Twitter’s rebranding should not come as a surprise. Back in April, Musk legally changed the name to X Corp. Why do this? Why erase the carefully curated image of a platform that has existed for over a decade? Well, because Musk is not looking to keep Twitter the same, but instead mold the foundations of the app to his vision. Acquiring Twitter for $44 billion allowed Musk to avoid building a global app from scratch and gave him a starting point to launch his idea of an “everything” app.

The “Everything” App

Wait, how can an app be “everything”? What does that even mean? The concept of an “everything” app is the idea that anything a user could possibly want to do online is available in one place. Musk developed his vision for X based on an app in China called WeChat. Known as an “everything” app, WeChat has features for dating, chats, rideshare, social media, payments, and more.

WeChat was created back in 2011 by the corporation Tencent. The app is used by 1.4 billion people; almost all of China’s population! It is not just an app but a super-app with even more functions available than those listed. Anything and everything to do online is possible through WeChat.

The super-app still has a plethora of drawbacks . For starters, it takes up a huge amount of phone storage. Secondly, with the app’s wide scope of capabilities, it faces privacy and censorship issues. Also, China lacks competition regulation, meaning WeChat can easily squash any potential challengers. Given these significant differences, it begs the question of whether an app like WeChat will be successful in Western society.

More About Musk’s Plan

The transformation of Twitter to X is an enormous undertaking and the bottom line is Musk does not have the manpower to get it done. Twitter is currently run by a skeleton crew after the past tumultuous months in which we saw the departure of 80% of the personnel . In order to achieve his vision, Musk is going to need investment along with staff and infrastructure. Twitter has already lost their stream of advertisers because of the unpredictability of the company.

Whatever updates and changes are made, trust SparkShoppe to keep you informed on all the marketing news with our blog !

Data Laws Reach Connecticut

Fri, 28 Jul 2023 18:43:58 GMT

In the recent months, we have seen the rollout worldwide of data laws. Many of them focus on issues of privacy and data protection of individuals. As covered in our blog , the European Union has already made great strides to protect user data. In the United States, Connecticut is now the latest state to pass a data privacy law making it the fifth U.S. state to do so . Read on to find out what the Connecticut Data Privacy Act (CTDPA) consists of and how it will affect you.

The Main Goals of CTDPA

Before going into detail, some key terms are crucial to understanding the new law. Data controllers are mentioned frequently and refer to: “An individual who, or legal entity that, alone or jointly with others determines the purpose and means of processing personal data.” Data Processors, another common term, are “an individual who, or legal entity that processes personal data on behalf of a controller.” These two terms are essential for comprehension.

CTDPA took effect July 1st, 2023 . The overall purpose of the CTDPA is to give Connecticut citizens rights over the processing of their personal data. The law protects the privacy of Connecticut residents when in the context of personal time, meaning acts committed in the context of employment are not protected.

The CTDPA lays out a clear and comprehensive explanation of its principles. Data minimization is one of the main goals of the law. Collection of personal data should be limited only to what is considered “adequate, relevant, and reasonably necessary” based on the context of the situation.

Another important concern of the law is Purpose Limitation. Personal data should not be processed for unnecessary or unsuitable reasons that do not align with the " disclosed purposes ”. In essence, companies must not stray from their original reasons for collecting data without consent of the consumer.

Lastly, the final major stressor of the CTDPA is Confidentiality and Integrity. Data controllers are not just expected, but required to protect users’ information. Specifically, they must have sufficient security protocols in place. The level of protection must fit the size and seriousness of the data. The law adds that data has to be processed legally in accordance with federal and state law which forbid discrimination against individuals.

Who Does CTDPA Apply To?

CTDPA is applicable to businesses and individuals that operate in the state. Also it applies to companies that have products or services directed at Connecticut residents. Data processors that facilitate services involving personal data for businesses are also subject to the law. The Attorney General of Connecticut is the office in charge of enforcing the CTDPA.

Data Controller and Processor Obligations and Penalties

Data controllers and processors of data are responsible for maintaining requirements of CTDPA. One of the key responsibilities is to de-identify data. Data should not be identifiable to a person; the CTDPA is very strict on this point. Furthermore, data controllers must document a Data Protection Assessment. In this assessment, data controllers are examining data processes that create a heightened risk to consumers like targeted advertising. Children’s data is another point of contention for the CTDPA. Controllers are not permitted to process the data of known children without parental consent, meaning children cannot receive targeted advertising.

The processing of sensitive data is not allowed either without consent. Sensitive data includes data revealing race, ethnicity, religious beliefs, sexual orientation, citizenship, immigration status, information regarding an individual's mental or physical health condition or diagnosis, the processing of genetic personal data or biometric data, personal data collected from a known child, or precise geolocation data.

Data Subject Rights

Many consumers and businesses might wonder what exactly are the rights of Connecticut residents. CTDPA specifically outlines seven main rights designated to consumers:

Right to be Informed
Consumers have the right to know if a controller is processing their personal data.
Controllers are required to provide consumers with a privacy notice.
Right to Access
Consumers have the right to confirm whether or not a controller is processing their data and accessing personal data.
Right to Rectification
Consumers have the right to correct inaccuracies in their data.
Right to erasure
Consumers have the right to delete personal data about themselves, regardless of whether it was provided or obtained.
Right to object/opt out
Consumers have the right to opt out of the processing of personal data for the purpose of targeted advertising, sale of personal data, and profiling for automated decisions.
Right to data portability
Consumers have the right to obtain a copy of their personal data.
Right not to be subject to automated decision-making
Consumers have the right to opt out of the processing of personal data for profiling purposes.

Connections To Other Laws

CTDPA resembles a very similar law in Europe. The European Union GDPR law and Digital Services Act strongly resemble CTDPA. For more information about European laws, check out our blog post on the latest EU news. Although Connecticut took longer to address these topics than Europe, it is still one of the leading states in the U.S. for data protection and privacy.

So, what does this law have to do with marketing? Well, laws like these are changing the entire landscape of today’s marketers. Targeted advertising is a slippery slope. Companies need to tread carefully on who they are targeting, how they are targeting, and when to give notice to users.

As we move forward into this new environment, you can count on SparkShoppe to deliver quality information on all marketing developments. Make sure to stay informed with our blog !

Marketing Trend Tracker - Series 3

Wed, 26 Jul 2023 20:50:30 GMT

Welcome back to this month’s edition of our Trend Tracker series! This past month brought the release of the long-anticipated Barbie and Oppenheimer movies, the introduction of Meta’s new app, Threads, and new collaborative tools on Canva.

Barbie and Oppenheimer Take the Marketing World by Storm

The wait is over. Arguably, the two largest movies of the summer were released last Friday. Over the weekend, the films brought in a combined revenue of $235.5 million in the United States, with Barbie accounting for $155 million and Oppenheimer bringing in the remaining $80.5 million.

Barbie and Oppenheimer have coexisted for several months as natural opposites, much like a yin and yang relationship, because of their differing subject matter and color schemes. Fans created a friendly rivalry between the two films and encouraged people to pick a side: Team Barbie or Team Oppenheimer. Through this emerged the term “ Barbenheimer ”, a collective term for both films.

On top of the immense amount of organic content generated by social media users, Barbie launched a marketing campaign that undoubtedly blew Oppenheimer out of the water. The Barbie marketing team partnered with brands like Vans, Progressive, Crocs, Coldstone Creamery, and more . A listing for a Malibu Barbie DreamHouse-themed property even went up for rent on AirBNB. Warner Brothers’ $150 million marketing budget (which surpassed the film’s production budget of $145 million) for Barbie made most of these extravagant strategies a reality.

Threads: Twitter’s Newest Rival

On July 5th, Mark Zuckerberg and the Meta team released Threads , a Twitter-like app that is connected to each user’s Instagram account. The app received an astounding 100 million sign-ups within a week of its debut. Hundreds of top brands flocked to Threads to begin their social media campaigns on the app and generate higher engagement rates than most other social platforms.

In spite of its strong start, over the past week, Threads has seen a 70% decline in its active users. Meta has said that it plans to add significant updates to draw users back to Threads. However, Elon Musk’s rebranding of Twitter to X could be the driving factor that Meta needs to pull users back to Threads.

Canva Becomes More Collaborative

Over the past few months, Canva has continuously released new innovative software updates, including Create an Animation and Magic Edit . In July, Canva announced the release of three new tools to help your marketing team collaborate seamlessly.

Canva’s Draw feature lets users freely sketch on a digital whiteboard using various drawing tools. This feature is extremely useful when sketching out ideas for social posts to share with your team. These whiteboards can then be shared on your team’s planning documents and spreadsheets.

Canva has made sharing these whiteboards and other designs even easier by embedding them straight through the share button. Users can embed these designs into their documents and spreadsheets to make content sharing with coworkers and clients less complicated.

If your team prefers to collaborate right on Canva, sticky notes are now available to make comments on designs. Sticky notes can help you leave suggestions directly on any design, limiting confusion while making edits.

Attempts to Regulate AI

Fri, 21 Jul 2023 16:23:46 GMT

Since ChatGPT launched in November 2022, AI has swept the internet by storm. This fast-paced evolution of technology is an unprecedented event, surprising lawmakers around the world. Currently, international governments are racing around the clock to create legislation that will regulate AI. Without any protection surrounding AI, the technology continues to progress without limitations. In recent news, multiple governments have begun to take action against the power of Artificial Intelligence.

E.U. Stays True to Its Reputation

The European Union is known for its quick response to global issues; AI is no different. As of June 2023, they are leading the charge in the regulation of AI. The E.U. has produced a draft law known better as the AI Act . Restriction of AI’s more dangerous features is the prevailing goal of this proposal. What is considered a “risky” feature is up for debate, but for now the term refers to the use of facial recognition software, AI sites’ data, and what industries are allowed to use AI.

The AI Act is not expected to be finalized until the end of 2023, but the E.U. is ahead of other major governments, including the U.S. This draft law is attempting to pull back the curtain on AI by boosting its transparency. One of the mandates detailed in the Act explains that AI sites will have to provide a robust description of any copyrighted materials they use to generate their data. On top of that, sites will be required to filter and prevent illegal content.

Rules regarding copyright are just one part among other provisions written. The E.U. set further guidelines for tackling the aspects of society that create the greatest risk for harm. More AI regulations will be put into effect for areas of greater risk, such as the legal system, vital infrastructure, and public services. However, debate surrounds the draft law as many individuals believe it is not specific enough.

One of the areas of contention is facial recognition software. The European Parliament put a stop to using live facial recognition, but questions are surfacing about whether this includes cases of law enforcement or national security. Building upon that, the government also included preventative measures to stop companies from sweeping social media for biometric data.

The journey of the AI Act is far from complete. The draft law must be revised and sent through three branches of government. All three parties, the European Parliament, the European Commission and the Council of the European Union, need to agree on the AI Act in its entirety before it can be passed. Stay tuned for more information.

Italy Takes Immediate Action

Italy, a member state of the E.U., took swift action against ChatGPT in March. The country announced a temporary ban on the AI site for allegedly violating data privacy laws . Italian regulators maintain that ChatGPT unlawfully collected user data. Until the site reformed its data collection, the Italian government continued to bar ChatGPT from operating in the nation-state. A spokesperson for the company detailed that they have complied with the regulator’s request and remain committed to protecting user data. They went on to say it is their belief that ChatGPT complied with the necessary data laws, although the Italian government seemed to disagree

Italy’s Data Protection Agency (GPDP) released a statement clarifying that ChatGPT does not possess lawful justification for collection of user information. The GPDP is also concerned that OpenAI, ChatGPT’s parent company, fails to address underage access to the AI service. The regulators argue that the absence of safety mechanisms endangers minors with unsuitable content for their age.

This is not the first time Italy banned an AI site. In February, Italian regulators announced that Replika.ai, a chatbot, would be taken down. There was scrutiny over inappropriate content associated with Replika.

Unlike Replika, the ban on ChatGPT was lifted . OpenAI, the parent company of ChatGPT, made changes to their site in order to appease the GPDP. By April 2023, ChatGPT met the requirements detailed above, which allowed them to return to the Italian market. ChatGPT maintains their statement of dedication to data protection. While this is a win for the company, it is only the beginning of legal issues for AI sites. Countries from Canada to Spain are establishing or considering establishing investigations into ChatGPT; Italy has just set the trend.

The fate of AI is up for debate, but you can be sure to hear about it on our blog ! Stay tuned for updates that may affect you!

Instacart Implements ChatGPT Plugin for Recipe Inspiration

Tue, 18 Jul 2023 20:28:46 GMT

Looking to create the perfect dessert for a summer cookout with friends and family? Step one: consult AI.

The Announcement

Earlier this year, Instacart announced that it would be collaborating with OpenAI to develop a ChatGPT plugin for its users. This development aims to generate recipes for users through AI while allowing the user to submit their requests using natural language. Natural Language Processing allows AI to understand commands that are given in written words rather than code. The Instacart plugin first became available for ChatGPT Plus subscribers and will continue to expand to all ChatGPT users in the coming weeks. Instacart is joining brands like Expedia, KAYAK, and OpenTable who have designed their own plugins for ChatGPT.

What is a Plugin?

Simply put, ChatGPT plugins are products that extend the functionality of ChatGPT itself . OpenAI has produced a few plugins of their own to be used with ChatGPT, the rest come from third-party developers. These plugins are made to function with the GPT-4 version of ChatGPT since this is currently the only version that can connect to the internet. These plugins are not to be confused with ChatGPT extensions, which extend the functionality of third-party products using ChatGPT (much like extensions on Chrome).

How the Instacart Plugin Works

Using natural language, the user will ask ChatGPT a question regarding recipes or ingredients. The user can create parameters for the AI to follow such as certain diets and allergy restrictions. Instacart’s plugin can even accommodate the most indecisive of users by answering the age-old question: what should I have for dinner? ChatGPT will then compose a recipe that can be transformed into a list of ingredients to be ordered through Instacart.

Safety and Changing Regulations

OpenAI put out a statement saying, “Cohere, OpenAI, and AI21 Labs have developed a preliminary set of best practices applicable to any organization developing or deploying large language models.” Instacart followed this up by reinforcing their commitment to modifying the plugin as technology improves and AI regulations change.

Visit the SparkShoppe blog to stay up-to-date on the newest technology and AI developments!

Meta Rivals Twitter With New App 'Threads'

Wed, 05 Jul 2023 20:12:21 GMT

Click here to follow us on Threads!

With Twitter facing increased backlash after its owner, Elon Musk, introduced controversial updates (including limits on the number of posts that users can see per day) to the app, Meta has swooped in and created an app with a similar dynamic, to try and capitalize on users leaving the platform. The new app titled ‘Threads’ will contain many of the same features as Twitter. Many tech leaders believe that Threads has the potential to overtake Twitter, a feat that similar platforms like Mastodon have been unable to achieve, and some have even dubbed it the “ Twitter Killer ”.

The Logistics

Threads features a similar setup to Twitter , with the content being featured at the top of a post and with options for users to like, repost, and reply beneath. These posts are not able to be edited and can only feature images, text, and links. At this point in time, the app is ad-free and does not have direct messaging. The app is intertwined with Instagram, which allows users to keep their username and to follow the same accounts that they already follow on Instagram. However, this has led to some criticism as users can only delete their Threads account if they also delete their Instagram accounts. Threads users have also been assigned a number that correlates to when they downloaded the app; the lower the number, the sooner that user joined. This number can be found on the user’s Instagram profile. The algorithm that the app uses to suggest posts is still unknown, but because of Adam Mosseri’s transparency with Instagram’s features , we’re sure we’ll receive more answers as time goes on.

What to Expect on Threads

At the moment, Threads appears to have a relatively laid-back ambiance. In fact, it seems that informal posts (memes, random thoughts, etc.) are gaining the most traction. With this, brands are taking the time to interact with their fans on a more personal level. During our time on the app, we’ve noticed many brands are posting content that is aimed at generating engagement through comments (i.e. asking users to share their favorite products). Let’s take a look at some of the brands that are excelling on Threads:

1. Dunkin’ has been on Threads since Day 1. Their strategy involves taking the time to reply to as many of their fans as possible. When they post on their own account, they keep it casual and post whatever is on their mind.

2. Wendy’s has carried their “unhinged” sense of humor over from their Twitter account to their Threads account. They have garnered attention by posting numerous memes and tagging celebrities like John Cena on their posts.

3. Ulta Beauty uses their Threads account to engage with their followers and other brands. They often do this through reposting other brands’ content and asking casual questions for people to answer in the comments.

The Effects of Meta’s Social Empire

If Threads continues to be successful, it will join Meta’s most dominant assets in its social empire along with Facebook, Instagram and What’sApp. As for Twitter, it will either be forced to make revisions to the app or it will crumble. Ultimately, the fate of both apps will be up to the users who generate activity on each app.

Stay up to date on the newest social media news and trends with the SparkShoppe blog !

Instagram Ranking Algorithms Explained

Fri, 23 Jun 2023 14:51:08 GMT

For years, Instagram has kept its ranking methods under wraps, leaving avid Instagram users and outside developers to create theories about the operation of this algorithm … until now! In late May, Adam Mosseri, head of Instagram, released a blog post detailing the ins and outs of the ranking algorithm for each component of the app. We’re here to take you through these different algorithms so that your brand gets noticed on Instagram.

Feed Rankings

Your feed is the first thing that you see when you open the Instagram app. The feed is a hub of recent posts from the accounts you follow with an occasional ad or suggested post sprinkled throughout. Instagram picks up “signals” from its users, which they define as “information we have about what was posted, the people who made those posts, and your preferences.” The four signals that Instagram uses to suggest (in order of importance) are:

Activity - this includes what you like, comment on, share, and save
Information about the post - this includes the number of likes, comments, shares, and saves on a particular post
Information about the account that posted - this may include the number of followers the account has and the number of interactions that account has had recently
Interaction history - the number of interactions you have had with the account

From there, Instagram ranks these posts using factors such as the number of times that you viewed their profile and the amount of time you spent on one of their posts or a post like it. Instagram has also released a list of guidelines for the content that they place lower on the feed.

Story Rankings

Stories can be found at the top of the feed when you open the app. Like the feed, every few stories the user will be shown a suggested ad. Stories have their own set of signals that influence which stories appear first:

Viewing history - this takes into account the number of times you’ve viewed an account’s story
Engagement history - this includes the number of times you’ve interacted with an account’s story by liking it, sending a direct message, or sharing
Closeness - this looks into your relationship with the account and determines how connected you may be with them

Reels Rankings

Reels can be accessed along the menu on the bottom of the screen by tapping the clapperboard (or as we average people know it as “the board that people hold when they say ‘action’ on a movie set”) icon. Reels can also be found in your feed if they are suggested for you. Reels have a similar set of signals compared to the feed:

Activity - this includes what you like, comment on, share, and save
Interaction history - the number of interactions you’ve had with the account
Information about the Reel - this includes the number of likes, comments, shares, and saves on a particular Reel along with the content of the Reel which can be defined by the audio and visuals
Information about the account that posted - this may include the number of followers the account has and the number of interactions that account has had recently

As you scroll, Instagram can use this algorithm to better predict videos that you may find appealing or interesting.

Explore Rankings

Explore can be found by tapping the magnifying glass icon on the menu at the bottom of Instagram. Explore compiles an array of posts from accounts that you don’t yet follow, but Instagram thinks you may be interested in. The set of signals for Explore is also very similar to the signals for Reels and the feed:

Information about the post - this includes the number of likes, comments, shares, and saves on a particular post; this matters more for Explore than the feed
Activity in Explore - this includes what you like, comment on, share, and save within Explore
Interaction history - the number of interactions you’ve had with an account
Information about the account that posted - this may include the number of followers an account has and the number of interactions that account has had recently

How to Use This Information

In short, get your followers to interact with your posts more. This can be done through encouraging comments on your posts or telling users to click the link in your bio. Both of these examples will trigger Instagram’s algorithm to suggest your account and its posts more often to those who choose to engage.

Ignite your company’s social media strategy with SparkShoppe! Contact us today to learn more about how our team can help your business grow its social media presence.

Apple’s WWDC23

Tue, 13 Jun 2023 16:14:26 GMT

At this year’s Worldwide Developers Conference, Apple announced that it would be joining the AR/VR market with its long-anticipated showcase of the Apple Vision Pro. In addition to the Apple Vision Pro, Apple plans to release a 15-inch MacBook Air, the second generation of Mac Studio and Mac Pro, a new version of watchOS, and improvements coming with iOS 17. We’re here to give you a brief rundown of what’s new in the world of Apple.

Apple Vision Pro

The biggest release at this year’s conference was undoubtedly the new Apple Vision Pro. The product is truly revolutionary for Apple since “it’s the first Apple product you look through, and not at,” according to CEO Tim Cook. The Apple Vision Pro will be capable of producing both augmented and full virtual reality landscapes for the user. The device is set to rival the Meta Quest 2 and Meta Quest Pro because of its controller-free design that relies on VisionOS to track the user’s eye movements. The user will also be able to use hand movements and voice commands to control their environment. However, with this innovative technology comes a steep price tag, $3,499 to be exact .

A New 15-inch MacBook Air

At the convention, Tim Cook also announced that Apple would be releasing its largest MacBook Air to date. The 15-inch MacBook Air will feature an M2 chip and a Liquid Retina display. Despite the larger design, the 15-inch MacBook Air is expected to have a battery life of up to 18 hours . The new 15-inch model will retail at $1,299, leading to a price reduction for the 13-inch MacBook Air .

M2 Ultra Gets Added to the New Mac Pro

The newest edition of the Mac Pro is getting a big upgrade with the addition of the M2 Ultra chip. The powerful chip has the capability to import and encode up to 24 different 4K camera feeds at once. These state-of-the-art features come at a starting price of $6,999. The new desktop monitor outfitted for the Mac Pro, will feature a 32-inch 6K Retina display and up to 1,600 nits of brightness and will be an additional $4,999.

The Second Generation of Mac Studio

The second generation of Mac Studio was announced during the convention as well. This generation of Mac Studio will be separated into two different models: the M2 Max and the M2 Ultra . The M2 Ultra is made up of two M2 Max chips, which doubles the size of the GPU (graphics processing unit), Neural Engine, memory, and storage. This also results in higher performance speeds and machine learning for the M2 Ultra version of Mac Studio. Both versions of the second generation can support six Pro Display XDR displays on one Mac Studio device.

watchOS 10 Release

The watchOS 10 update has a focus on health and fitness . New updates to the compass app will automatically set two waypoints for users, a feature that should improve safety for runners and hikers. The first will be set at the point where the user last had cell service, and the second will be set for a previous point so that if the user makes an SOS call their location can be tracked more accurately. Cyclists will also get an upgrade with the ability to connect their AppleWatch to their bike sensors.

Apple is also introducing a way to track mental health through the Health app. This will include questionnaires to track mood which will correlate with the user’s activity levels. Users will also have the ability to share this information directly with their healthcare provider.

iOS 17 Release

iOS 17 is packed with small updates to make using an iPhone even easier. Perhaps the most anticipated update is the new FaceTime voicemail feature, which will allow users to leave a short video message. As for phone voicemails, users will now be able to watch them be transcribed in real-time when they miss a call.

Apple has implemented a new safety feature in iOS 17 which will allow users to check in when they reach a destination. The check-in notification will include the name of the location, the town or city, and the approximate time they reached that point.

A couple of other features have been added to iMessage to make the app more user-friendly. A new “catch-up” button to see unread messages that have been sent in a group chat and a new “swipe to reply” feature will allow users to read and reply to messages quicker than before.

Most of the products and software updates announced during the Worldwide Developers Conference are set to start being released this week. Visit the SparkShoppe blog to stay up-to-date on the latest technology releases!

What’s New in Europe? A Look into Social Media Use Sweeping the Continent

Tue, 06 Jun 2023 20:04:54 GMT

With the huge influence of the United States on social media, it’s easy to assume that the rest of the world behaves the same as we do on platforms like Facebook, Instagram, etc. While in some ways European countries share similarities with the U.S., they also have their own cultures and behaviors influencing social media use. The trends of the old world don’t completely align with those of the new.

Popular Platforms for B2C Marketing

When it comes to the top trending platforms, Europe appears to be very similar to us. As of 2023, the list of platforms ranked in number of users is as follows: 1) Facebook (457 million users), 2) Instagram (281 million users), 3) Tiktok (227 million users). There is often an overlooked platform: WhatsApp. Owned by Meta, WhatsApp is the most popular messaging platform in Europe , making it a key resource for marketers because it allows for direct contact with consumers. The platform offers a feature known as WhatsApp for Business, which gives the user marketing tools. For example, Chatbots are a tool available for Whatsapp businesses, as are automated push notifications. Previously, ads that ran on Facebook and Instagram would have WhatsApp as their landing page, but with new EU laws, this is subject to change. Read more about current EU laws and news in our blog post. For B2C advertising, Facebook, Instagram, Tiktok and Whatsapp are the primary sites of interest, yet B2B social media is where Europe significantly breaks away from the U.S.

The European Way of B2B Marketing

LinkedIn is responsible for 80% of all B2B leads in Europe as a whole. However, from country to country, there are other platforms of importance to advertisers. If your goal is to penetrate the German business market, it is nearly impossible to do so without having a Xing account. Xing is an alternative to LinkedIn that is extremely popular in Germany and Switzerland. These two nations account for 60% of all Xing activity.

Similar to Xing, there is another alternative to LinkedIn known as Viadeo. Much like Germany is to Xing, France is to Viadeo. Viadeo is crucial to the French market. Worldwide, the site has over 40 million active professionals. It has a multi-local approach in which it “adapts its services to the particular needs of the region…” . Besides these two platforms, Europe has a couple other popular ones: Vkontakte (VK) and Odnoklassniki. These sites are mainly used in Eastern Europe and Russia and tend to have more restrictions, such as language requirements.

Here at SparkShoppe, we make sure to stay informed on the world of international business. Stay up-to-date on the latest marketing news by following us on social media and keeping up with our blog !

Marketing Trend Tracker - Series 2

Tue, 06 Jun 2023 16:57:56 GMT

Welcome back for this month’s edition of our new series … The Trend Tracker! This blog post focuses on all things Instagram as the media giant rolls out significant changes to their platform. Read on to discover what’s new on the image sharing app!

Product Guides: A Thing of the Past

In 2020, Instagram launched their innovative feature called Guides. The tool allows users to collect content that has already been shared on Instagram and compile it into a guide format. Guides bring together written and visual materials, giving viewers instructions, explanations, and recommendations. Guides are quick, simple, and easy ways to promote products, posts, and places.

As of June 2023, product guides will no longer be an option on Instagram. Fortunately, post and place guides will still be available. Furthermore, all previous product guides posted will be removed. Users have the option to save a copy of their existing product guide by downloading a copy of their Instagram data before June.

The Latest Carousel Craze

Since Instagram’s carousel ad feature came out, it has captured the attention of advertisers everywhere. The feature enables users to consolidate up to ten photos or videos into a single post. Carousel’s popularity has continued to grow, especially with advertisers, as it increases engagement and interaction with viewers.

Recently this year, Instagram ramped up its carousel feature with a new option to turn carousels into Instagram Reels. Image content from carousel ads will be converted into content for a video Reel. However, the Reels will not have music and can only be up to 10 seconds. Carousel ads are automatically qualified for this option when you select Automatic Placements. If the Reels option isn’t right for you, you can choose to do Manual Placements and deselect the feature.

You might be asking the question “How do I know if carousel ad Reels are right for me?” This feature is only relevant for the following goals: reach, brand awareness, traffic, video views and app installs. If those are not your purpose, then this new offer is not for you. The ads will be available in every country that has organic Reels. An important note is that this is a brand-new feature. Carousel ad Reels are not yet offered to all advertisers. As the feature continues to roll-out, more people will have the opportunity to try out this feature. To learn more about carousel ads in Instagram Reels, check out “About carousel ads in Instagram Reels” .

It’s About Time, Instagram

In less cutting-edge news, Instagram now offers the opportunity to comment on posts using GIFs. On May 16, 2023, Mark Zuckerberg and Adam Mosseri announced that GIFs can be used in comment sections. While this is a new feature for Instagram, for many individuals the thought “well, finally” comes to mind. This new move feels old and dated; like it should have been done years ago. On Instagram, users have already been able to reply to stories with GIFs and use GIFs within stories. Instagram trails behind other competing social media apps that have offered commenting with GIFs long before. Even though this feature isn’t brand-new in the social media world, it was still a necessary advancement by Instagram.

Crackdown on Companies: EU Takes on the Fight Against “Gatekeepers”

Mon, 05 Jun 2023 20:05:37 GMT

Data rights have been an ongoing contested topic throughout the world. Few nations have stood against large companies on this issue. In 2022, the European Union decided that enough was enough when they signed into law one of the strictest data protections ever.

Two laws were made official by the government: the Digital Markets Act (Regulation (EU) 2022/1925) and the Digital Services Act (Regulation (EU) 2022/2065). The purpose of the Digital Markets Act (DMA) is “ensuring fair and open digital markets” . As of May 2023, DMA has become applicable. DMA is a targeted, specific law looking to regulate the actions of so-called digital “gatekeepers”. The term refers to the largest digital platforms operating in the EU, such as Meta, Alphabet, Amazon, Apple, Microsoft, etc. To be considered a “gatekeeper”, a company must meet the following criteria:

1) have a strong economic position, significant impact on the internal market and is active in multiple EU countries
2) strong intermediation position that links a large user base to a large number of businesses
3) has or is about to have an entrenched and durable position in the market, meaning that it is stable over time if the company met the 2 previous criteria above in each of the last 3 financial years

DMA establishes a guideline of dos and don’ts for “gatekeepers” to abide by. The dos include:

Allowing 3rd parties to interoperate with the gatekeepers’ own services in certain specific situations
Allowing their business users to access the data that they generate in their use of the gatekeepers’ platform
Providing companies advertising on their platform with tools and information necessary for advertisers and publishers to carry out their own independent verification of their advertisements
Allowing business users to promote their offer and conclude contracts with their customers outside of the gatekeepers’ platform

The don’ts include:

Treating services and products offered by the “gatekeeper” itself more favorably in ranking than similar services or products offered by 3rd parties on the gatekeeper’s platform
Preventing consumers from linking up with businesses outside their platforms
Preventing users from uninstalling pre-installed software or apps
Tracking end users outside of the gatekeepers’ core platform service for the purpose of targeted advertising without effective consent having been granted
Combining data collected from 2 different services of the same company
I.e. Facebook and WhatsApp

The Digital Services Act (DSA) covers a different area of protection than the DMA. The DSA aims to ensure a “safe and accountable online environment”. Some of the key points of this law are to protect consumers, provide powerful transparency and accountability, and foster innovation, growth, and competitiveness in a single market. The ways in which the EU intends to do this are:

Requiring notice and obligation be given to provide information to users
Making Gatekeepers trusted flaggers
Detecting, identifying, and notifying illegal content
Making Gatekeepers have special obligations for marketplaces
e.g. vetting credentials of 3rd party suppliers
Bans on targeted ads for children and based on certain characteristics such as ethnicity, political views, and sexual orientation
Ban on “dark patterns”
Misleading tricks that manipulate users
Giving the user the choice to not have recommendations based on profiling

A question on everyone’s mind is “How will this affect me?” and it depends. We believe one of the biggest effects will be the inability to combine data collected from different services of the same company. Meta is a major example because they can no longer share data between their platforms. This is a huge change and will be an ongoing challenge for cohesive marketing. The other major effect will be the right of a user to refuse to have targeted ads based on profiling. This will impact how marketers reach their target audience.

Industry giant, Meta, has already landed itself in hot water with EU Regulators. In January 2023, Meta was fined more than $400 million for forcing users to accept targeted ads . The Irish Data Protection Commission said that Meta will be fined over violations of the European Union’s General Data Protection Regulation (GDPR) for failure to comply with requirements on consent for targeted ads. Unfortunately for Meta, this is not the only fine they now face. Just in these last few weeks, Meta was hit by EU Regulators with a record-breaking fine of $1.3 billion dollars in response to violations of EU privacy laws for transferring personal data of Facebook users to servers in the United States. As the fines start to add up for Meta, will other companies be deterred from making the same choices? Only time will tell.

At Sparkshoppe, we’ll inform you of the latest news in digital marketing. Stay updated on our blog !

TikTok Faces Ban From Montana Governor

Tue, 30 May 2023 18:50:48 GMT

Montana has become the first state in the country to create an official law banning the use and download of TikTok. Anxiety around the app has grown in the US government over the past few months, but previous attempts to ban the app have been unsuccessful. The law, SB 419, has faced a great amount of criticism, with many claiming the law violates Montanans’ First Amendment rights . Montana’s governor, Greg Gianforte, signed SB 419 in an attempt to prohibit TikTok from operating within the state. According to the law, any individuals who use or download the app within the state of Montana, as well as any company that makes TikTok available for download is subject to a $10,000 fine per day. If the law remains in place, it will take effect January 1st, 2024.

Gianforte has stated the law was passed “to protect Montanans’ personal and private data from being harvested by the Chinese Communist party.” While Montana’s intentions may be good with SB 419, there are concerns that the law would in fact increase the surveillance of and data collection from its state’s residence. There is currently no precedent for such a law in any state in the US, and in order to properly enforce it, TikTok, Apple, and Google would need to collect and track the location data of Montana residents. This not only raises logistical concerns, but privacy concerns as well.

In addition to the fact that SB 419 would be technically difficult to enforce , there are also many who believe it is in violation of Montanans’ freedom of speech. Residents of Montana, just like Americans all over the country, use TikTok as a form of self-expression, a means to collect and spread information, a news source, as well as a platform to conduct business. Some view the law as a form of government censorship that could place a dangerous precedent in the US. The Trump Administration had made attempts to ban TikTok that were unsuccessful due to district courts striking down the efforts in the name of protecting first amendment rights. Many believe the Montana law faces a similar fate, with the ACLU taking a firm stance against it. In addition, five TikTok creators have banded together and are currently suing Montana’s attorney general to block the law from taking effect, citing first amendment violations in the lawsuit. In a separate suit, TikTok has sued Montana , also citing first amendment violations.

While it is not likely that SB 419 will be successful in its current iteration, this law does tap into the anxieties many lawmakers have regarding TikTok and its privacy risks. It doesn’t appear that the US government’s fight against the social media app will be ending any time soon.

Here at SparkShoppe, we are always on top of the latest social media policies. To stay informed, keep up with our blog !

The Ramifications of ChatGPT and Other Public Artificial Intelligence Systems

Tue, 25 Apr 2023 13:08:14 GMT

After ChatGPT’s capabilities have been tested by the public, concerns are growing over its potential threat to data security and public well-being. Over 1,000 tech industry leaders published an open letter calling for a temporary pause on AI development, with ChatGPT specifically mentioned as an item of concern. They are calling for these systems to be more properly analyzed and for a better understanding of their capabilities to be developed before their continued use.

A few anxieties surrounding current developing AI systems include the potential for ChatGPT to be used to develop malicious code , personal information being exposed through data given to ChatGPT, and leaks of IP addresses, servers, or sensitive information. Even though ChatGPT was only just launched in November of 2022, by January of 2023, the application had grown to 100 million monthly users . This astronomical growth is distressing to many when even industry experts are struggling to keep up with the pace at which ChatGPT and other AI systems are evolving.

These systems are relatively new to the public, but grow more sophisticated by the second. AI is also frequently able to pass as human or fool the human eye. A Sony World Photography Award has been rejected by an artist because the photo was entirely AI-generated. A journalist at Insider exchanged several emails with a woman regarding a story about a tattoo on her mastectomy scar she got while recovering from cancer, only to discover the emotional messages were machine-generated. As time goes forward, it seems it will become increasingly common for individuals to be deceived by AI-generated media.

So what does this mean for the average business and individual? If you or your company are utilizing the many benefits of artificial intelligence, be sure to exercise caution with what information you are providing AI systems. Any sensitive or confidential information should not be provided to ChatGPT or other similar AI programs. As with any new technology, it’s important to prioritize the security of you and your client’s information.

Here at SparkShoppe, we are always keeping up with the newest digital technologies. To stay up-to-date, follow us on social media and keep up with our blog .

Back to the Future: How Pepsi Updated Its Iconic Logo for the Digital Age

Fri, 14 Apr 2023 18:25:29 GMT

Pepsi has long been a significant player in the beverage industry, and it has become an iconic global brand over the years. Its logo and visual identity have been the same for the past decade, but the company has recently embarked on a new journey by unveiling a new logo and visual identity mark. This change is part of the company's efforts to position itself for the digital age and beyond.

Why would Pepsi change their iconic logo by simplifying it? One of the largest reasons is that the company believes that the new design will help it better connect with consumers in our increasingly digitized, online world. Pepsi has a robust social media presence , and the new logo is designed to stand out on these platforms. The updated minimalistic design can be easily recognizable as a small avatar/icon, fitting neatly into the corners of phone screens throughout the world. The brand also hopes to evoke the nostalgic feelings of Pepsi while elevating it to the digital world's next level, creating a balance between new and old.

When making this redesign, Pepsi had their consumers in mind first. Several have commended the company for bold, sleek, and creative new design. This was a stark difference from how the public viewed the last change to the iconic brand . Rebranding the company logo is never a small feat. Pepsi understands that it has to consider its consumers and the brand's heritage to maintain brand loyalty. But overall, the change gives a bolder and fresher look that aligns the brand with the contemporary digital world.

With Pepsi's new logo and rebranding, the beverage industry has become more competitive than before. Coca-Cola has been Pepsi's biggest rival for decades, and the company has not shied away from competing on different platforms. By simplifying its logo, creating a balance between old design and new approach, updating the color scheme , and creating an eye-catching 2D design, Pepsi is one of the few challengers that can take on Coca-Cola's iconic and recognizable logo. The company hopes that the new logo will allow Pepsi to stand out and grab market share from its competitors.

Pepsi's new logo is a bold step for the company, and it is part of a larger effort to create a more robust social media presence and digital branding. The company understands that it must stay competitive in a challenging industry by adapting and staying relevant. The new design will help Pepsi create a stronger, more modern presence that aligns with today's consumers who interact with brands differently than they did in previous generations. The new logo enhances the brand's identity by creating a balance between old design and modernity, making the company more relevant to today's consumers, and Pepsi is poised for long-term success in the years ahead.

At SparkShoppe, we always try to stay up-to-date on what is going on in the beverage marketing industry. If you need help navigating your beverage marketing, contact us today .

Putting the Squeeze on Lemon8, TikTok’s New Sister Social Media App

Mon, 10 Apr 2023 19:12:16 GMT

TikTok’s parent company, ByteDance, is ready to continue dominating social media with their new app, Lemon8. Lemon8 is a lifestyle app which has been described as a combination of Instagram and Pinterest. Similar to TikTok, the app’s homepage features a “Following” and a “For You” feed. On Lemon8, posts are arranged by categories such as fashion, beauty, food, and wellness. Photos are overlaid with text and graphics and are typically accompanied by lengthy captions where creators mention where items in the photo can be purchased. It appears that the intention behind Lemon8 is to create a streamlined, shoppable social media experience.

The hype around Lemon8 has grown alarmingly fast and conveniently timed, causing many to speculate that the current Lemon8 push is a marketing tactic by ByteDance to distract from the political scrutiny TikTok is facing in the US. The reality is, any fate faced by TikTok when it comes to legislation will also impact Lemon8, since both are owned by Chinese-run ByteDance. However, the fact that ByteDance has been in hot water recently hasn’t stopped Lemon8 from picking up steam. The app is currently the most downloaded free lifestyle app in the Apple app store.

So, will Lemon8’s star fade as quickly as it rose? If TikTok’s current de-influencing trend is any indicator, today’s youth is pushing back on the culture of overconsumption. Lemon8’s target creator is a 22- to 26-year-old woman , and this age group is keenly aware of the impact our consumption has on the environment, with sustainability and shopping green being a major concern for Gen Z. Not only that, but according to information from Deloitte , consumers in general are decreasing the frequency of non-essential purchases and keeping items in circulation longer, whether it’s through mending broken belongings or purchasing second hand. It’s hard to say if an app focused on lifestyle and shopping will successfully steal screen time away from other social media apps, especially when Lemon8 is quite comparable to others on the market.

Lemon8 is still in its early stages, and its marketing potential is unclear. While the app certainly has a lot of hype at the moment, ByteDance still has an uphill battle when it comes to drawing both creators and users to Lemon8 and gaining their trust. If ByteDance can’t build confidence in its creators and users, Lemon8’s future could turn sour.

Here at SparkShoppe, we’re always up-to-date with all of the newest social media phenomena. To find out how we can help you revamp your social media strategies, contact us for a free consultation today!

Marketing Trend Tracker - Series 1

Fri, 07 Apr 2023 16:46:33 GMT

Welcome to The Shoppe’s newest series … The Trend Tracker! Marketing trends are constantly evolving, and staying on top of them is crucial for any business. This series will keep you up-to-date with the marketing industry’s current crazes. Get ready to ride the wave of industry innovation as we explore the hottest trends of the moment! From the unstoppable rise of AI to the power of authentic content, this week's Trend Tracker is a must-read. Come along for the adventure!

AI Takeover

If you’re in marketing, you’ve most likely started to incorporate artificial intelligence (AI) into your marketing strategy in one way or another. Due to the rapid increase of data, along with the maturity of computing power innovations, AI technology is going from being a possible business innovation enabler to being a critical source of business value . One of the largest benefits of utilizing the most current AI technology is that it can boost business productivity by up to 40% . Marketers can use AI to predict what customers will buy next and in what quantity to avoid overselling or selling out-of-stock products, craft personalized customer experiences, generate email and social media content, build better customer service through chatbots, and so much more. Don’t believe us? Check out one of our blogs, Booze Is Back For The Big Game , which is written almost entirely by the AI copywriter, Jasper! It’s becoming clear that AI is the future of marketing and if you’re someone with an online business, AI-powered marketing could become a must for continued success.

Canva Create Era

Does your company use Canva as much as we do? Canva, the popular online design platform, has recently launched a suite of new features to empower brands in this new stage of marketing. This rollout is the second Canva Create event, also known as “ A Brand New Era .” These new “gifts” revealed and presented to the Canva community are focused on maintaining consistency, centralizing brand assets, and remaining on brand throughout each and every design created. These new features, to name a few, include Magic Design™ where a selection of refined templates is made just for you after uploading a single image, Magic Edit which lets you add or replace something in an image with Canva’s AI photo editor, and Magic Write where you’ll start with a prompt and Canva’s AI text generator will pop out anything from social captions and ideas to blog outlines! In the video example below, we used Canva’s Magic Edit to replace the original colored eggs with an “assortment of spring flowers.”

The Authentic Advantage

In today's world of social media, people are bombarded with a vast array of pre-packaged content that often feels sterile and impersonal. This trend has led to a growing desire for content that feels more genuine, authentic, and unpolished. While it may seem counterintuitive, this type of content often resonates more deeply with viewers than polished and carefully curated content. So take off that facade and be true to your brand and its values when creating! How do you achieve this authenticity, you ask? Be transparent by sharing real-life experiences and being open to feedback/criticism, be vulnerable in a way that will help your brand build trust and connect with your audience, and be sure to engage with your audience in order to show authenticity. Take the company Crumbl Cookies , for example, who is thriving in terms of their social media presence. Social media is at the top of the list when it comes to Crumbl’s business model and users can always count on a speedy response when contacting customer support.

This type of social media management is extremely important for a successful business to have and is a full-time job in itself that not every company may have the bandwidth to cover. This is where SparkShoppe comes in! Reach out to us today to learn how we can help your company grow by managing your social media accounts on top of many other social and digital services .

Will YouTube’s Shorts Last In The Long-Run?

Thu, 06 Apr 2023 20:12:38 GMT

It’s impossible to have gone this long without hearing about TikTok, the social media platform for short-form video. But have you heard of YouTube’s Shorts? It’s YouTube’s answer to TikTok, or Instagram’s Reels, and is a section of the site dedicated to vertical videos that run a maximum of 60 seconds. While TikTok is the leading platform for short-form video content, many believe that Shorts’ updated revenue sharing model could help keep them competitive.

There’s a good reason YouTube wants a slice of the pie when it comes to short-form video. TikTok is the fastest-growing social media app ever; and they’ve garnered a healthy 1 billion active monthly users . YouTube was quick to notice, and now Shorts has great potential to be a supportive platform for both creators and marketers. As an already established video platform, YouTube has a plethora of resources available to them, including a vast range of video creators who already call YouTube home. Now with Shorts’ new revenue sharing model, creators will earn 45% of allocated revenue from their Shorts. And if Shorts can attract popular TikTok creators over to the platform, there’s no reason their fans won’t follow.

Shorts is currently a great opportunity for existing YouTube creators to increase their following, because when a user subscribes to a Shorts channel, they are also automatically subscribed to that creator’s long-form content. At the moment, demand for Shorts is currently exceeding the supply , meaning that viewers are hungry for more Shorts. It seems that the early adopters of Shorts are influencers with an established following , but there’s more than enough room for new creators to grab a slice of the Shorts pie when it comes to viewership.

With the recent uncertainties about TikTok’s future in the US , it seems like now is the time to take other short-form video platforms seriously, because consumers’ desire for short-form video isn’t going anywhere . Shorts is positioned to be an attractive alternative. Aside from the perks for creators, there are other factors that make Shorts an enticing avenue for marketers. For one, it’s much easier to access a wider range of individuals from different backgrounds. YouTube has been around for much longer and has collected a diverse audience. TikTok has a large user base, but it skews very young ( 71.3% of users are under the age of 35). While YouTube does have a good share of younger viewers, 46% of their users are over the age of 35, giving them a much healthier spread of age groups to target. While impressions for Shorts are still much lower than their traditional YouTube videos, there is a great potential for growth.

In a sea of TikTok copycats, it appears Shorts could be a viable challenger. Unlike Instagram or Facebook, it already has a reputation of being a quality, strictly-video sharing platform. With a multitude of engaged creators and users already on YouTube’s traditional videos, it seems that there could be a successful future for their Shorts platform. If your business has been looking to advertise with short-form video, there’s a chance Shorts could be a fit for you.

Does your business need help revamping your digital marketing strategy? SparkShoppe is here and ready to help. If you want to learn more about what we can offer, schedule a free consultation with our team today!

Revving Up Marketing: The Emergence of AI, AR, and VR in the Automotive Industry

Wed, 05 Apr 2023 19:09:41 GMT

The automotive industry is on the cusp of a digital revolution, and marketing is no exception. As consumer behavior continues to evolve, automotive brands are exploring new ways to reach and engage customers through innovative marketing techniques. Two recent examples have been AI-powered car sales by ChatGPT and Toyota's partnership with Yahoo for an AR-powered car shopping experience.

The rise of AI technology has allowed car dealerships to provide more personalized, data-driven experiences for their customers. In January 2022, Fiat unveiled its Metaverse store which utilizes AI technology to provide a unique shopping experience for customers. ChatGPT's AI technology enables customers to interact with a virtual or real salesperson salesperson (via video chat), who can answer questions, provide information on different models, and even schedule test drives. This type of AI-powered sales experience offers a more efficient and convenient way for customers to shop for cars, without having to physically visit a dealership.

AR Technology: Revolutionizing the Automotive Industry

Augmented reality (AR) is a technology that blends digital content with the real world. AR involves overlaying digital information, such as images, video or text onto the physical world using devices such as a smartphone, tablet or AR headset. AR tech is emerging as a powerful marketing tool for the automotive industry. Toyota’s recent partnership with Yahoo for an AR-powered car shopping experience allows customers to use their smartphones to virtually explore their all-new Toyota Crown. This type of immersive shopping experience offers a more engaging and interactive way for customers to browse cars.

VR Technology: The Next Frontier in Automotive Design and Engineering

The automotive industry is also exploring the potential of virtual reality (VR) as a marketing tool. VR differs from AR because of the overlay on digital content that AR provides, while VR places the user into a completely simulated environment. VR offers a fully immersive experience that allows customers to visualize and interact with cars in a virtual environment. Growth can be inspired by factors such as the increasing demand for connected cars, the rising adoption of electric vehicles, and the growing popularity of online car shopping. One company leveraging VR for marketing purposes is Audi. The luxury car brand created a VR experience that allows customers to explore the inside of the Audi e-tron GT, an electric sports car, and experience its features in a virtual setting. This type of immersive marketing can help customers feel more connected to the brand and its products.

Nissan’s Unique Ad for Ariya Electric Vehicle Goes Viral

Nissan Recently launched a new ad campaign for its Ariya electric vehicle (EV), featuring a lo-fi music video that has gone viral on social media. The ad was released on Youtube which featured catchy tunes with simple animated graphics that highlighted the Ariya’s features and capabilities. The ad caught millions of people's attention on Youtube and other media platforms. The Ariya is Nissan’s first all-electric SUV which was the driving force for the creation of this ad. The success of the ad highlights the growing popularity of electric vehicles and the need for creative marketing campaigns to capture the attention of younger, tech savvy consumers.

As the automotive industry continues to innovate and evolve, the use of emerging technologies such as AI, AR, and VR are likely to become more prevalent in marketing strategies. These technologies offer new and innovative ways for automotive brands to engage customers and provide personalized, immersive experience. As a result, the future of marketing in the automotive industry is exciting and full of potential which can be backed by Nissan’s ad doing so great.

SparkShoppe focuses on making the customer’s journey enjoyable every step of the way. Our automotive marketing experts leverage the latest technology and execute coordinated digital strategies that create repeat customers and drive sales.

With Meta Verified, Are We All Influencers?

Mon, 27 Mar 2023 15:31:17 GMT

Meta has launched a new service for Facebook and Instagram: Meta Verified. The coveted blue verified check mark can now be yours for around $15 a month. According to Meta’s website , Meta Verified is a "subscription bundle to help you establish your presence on Instagram and Facebook.” Outside of account verification, the service will provide subscribers with enhanced account protection, direct account support, and exclusive features. Does this mean any average creator can get the influencer treatment?

Previously, verified badges were reserved for public figures that were deemed to be unique and notable . They became something of a status symbol on social media. With Meta Verified, individuals over 18 with a valid ID can now obtain a verified profile on Facebook or Instagram. The service is currently available in the United States, Australia and New Zealand, and is not yet available for businesses. Meta Verified also requires separate subscriptions to be verified on both Instagram and Facebook. When it first launched, the service promised increased reach for subscribers. Meta has since removed that feature from the current version of Meta Verified, but could bring it back in later versions of the subscription.

More and more, it seems social media platforms are tailoring their features to individual users rather than businesses. Meta Verified and Twitter’s Twitter Blue are both created for individuals, with separate corporate offerings available or in development. On social media, now more than ever, the power rests within the consumer. There is a chance that services such as these will only continue to increase the authority of influencers on social media. At the same time, having verification available to opt into rather than earn through celebrity could dilute the importance of verification on social media.

So, does this mean we’re all influencers now? There are certainly advantages to increased security and the peace of mind that comes with knowing that you are interacting with the person you believe you are speaking to on social media. Meta Verified subscribers will have access to real people to help with any account issues that may arise. There are also account protections such as monitoring for potential account impersonators. With all this said, it’s still hard to say who exactly Meta Verified is for. The subscription is in its early stages, and the market has yet to have its say. Time will be the true test of whether or not Meta Verified finds its perfect audience.

If you want to stay up-to-date with all things marketing and social media, be sure to keep up with us here at SparkShoppe. We can help your company stay relevant in the constantly changing digital landscape. If you want to learn more about what we can offer, schedule a free consultation with our team today!

Congress Raises Privacy Concerns Regarding TikTok

Thu, 23 Mar 2023 19:32:51 GMT

Once again, it appears that time could be running out for TikTok. Ahead of upcoming hearings, here are the concerns that have TikTok under the microscope for US officials. Data and privacy rank among the major points of contention. The reality is, TikTok collects an abundance of data from its 150 million American users , and this data gives them great political and economic power. With court approval, the U.S. government can demand that American tech companies hand over the data they collect. The U.S. is one of fourteen countries included in the global intelligence alliance, “ Fourteen Eyes ,” which is known for sharing collected information with each other. However, this is not an option when it comes to TikTok, which is owned by the Chinese company ByteDance. There is a large concern that American user data could fall into the hands of the Chinese government due to the fact that, similar to U.S. laws, there is a law in China that forces firms to hand over information to Beijing if they are asked to.

If the balloon incident in February is any indication, Americans are concerned about Chinese surveillance. TikTok has become a major tastemaker in American culture and is particularly influential amongst its Gen Z users. American officials believe that TikTok could be used to surveil Americans and potentially manipulate their beliefs. Reports that TikTok employees in China accessed American users’ private data give validity to anxieties that the app could be used for espionage. ByteDance has also admitted that TikTok employees had obtained the data of American journalists that cover the technology industry. The company has since announced that all employees involved have been terminated, but there are fears that an incident such as this could happen again in the future.

US officials have called for the sale of the app and have also threatened to ban TikTok altogether. The Biden administration has taken a hard stance against Chinese ownership of the app, citing its potential security risks. With all of this on lawmakers’ minds, TikTok’s CEO, Shou Zi Chew, was called to speak at a Congressional hearing. In this hearing, it’s imperative that Chew gain US officials’ trust to secure a future for TikTok in the United States. Chew is emphasizing that TikTok is a privately owned company with no ties to the Chinese government. Censorship, data, privacy, and the mental health of TikTok’s youngest users are all issues that have been raised by lawmakers in this hearing.

With all of this uncertainty, it’s hard to visualize TikTok’s future in the United States. Its reach and influence are undeniable, but the government is fearful of the app’s intentions. As marketers, it’s tempting to use such a powerful app to reach consumers. But is it wise to spend advertising dollars on such a tumultuous and unstable app? There is potential for this political apprehension to trickle down to the wider American culture. However, many users continue to engage with TikTok. When it comes to marketing, be sure you and your business are staying informed about the platforms you use and promote.

At SparkShoppe, we are always keeping our finger on the pulse of the social media landscape. If your company is looking to stay up to date with all things digital, reach out to us today!

Breadcrumb Navigation Keeps Your Site Visitors On Their Perfect Path

Tue, 21 Mar 2023 15:39:03 GMT

In the classic fairytale, Hansel and Gretel use breadcrumbs to mark their path through the forest so they could find their way back home. Much like the ones used by Hansel and Gretel, breadcrumb navigations allow users to retrace their path through a website. When used correctly, breadcrumb navigations ensure visitors to your website will find a route to the pages most relevant to them. By implementing breadcrumb navigations on the landing pages of your ads, you are providing visitors with a roadmap to their perfect destination.

Types of Breadcrumbs

Breadcrumbs are typically a list of hyperlinks each separated by a greater than symbol (>). Each individual step of a user’s journey is listed from left to right, from oldest to newest. They are almost always near the top of the webpage, beneath the main website banner. There are several forms of breadcrumbs you can implement on your website: location/hierarchy-based, path/history-based, and attribute-based .

Location or hierarchy-based breadcrumbs are the most prevalent style of breadcrumb navigation. They serve as a funnel of all higher-order pages in relation to the user’s current page. For example, in the image above, the current page of “Sofas & Loveseats” is part of the source page, “Living Room.” This style of breadcrumb navigation provides a clear parent page for a user to refer to as they explore the website.

Path or history-based breadcrumbs typically serve as a back button for users to return to their former page, while attribute-based breadcrumbs show the tags a user has selected that brought them to their current page. Attribute-based breadcrumbs can be an effective tool for ecommerce to allow users to narrow down items on a page to the ones that best fit their wants and needs.

Best Practices

When applying breadcrumb navigation to your website and landing pages, there are some key strategies to keep in mind. Breadcrumb navigations should be clean, simple, and not take up too much room on a page. The primary source of navigation for your website should be your toolbar, with the breadcrumb navigation as a helpful secondary guide. Be sure each breadcrumb navigation includes the full list of pages in the path so that, regardless of how users arrive on a page, they can trace their way back through each relevant level. Lastly, be sure the path is following an intuitive left-to-right flow from highest to lowest page level. This hierarchy will increase the ease with which users traverse your website.

Breadcrumb navigations are a useful tool that allow users to trace their steps through their journey on your website. Implementing them on landing pages will ensure visitors find the page or product best suited to them, potentially increasing session times and conversions. Here at SparkShoppe, we’re experts in all things social and digital. To revamp your digital strategy, reach out to us today!

De-Influencing: The Trend Taking TikTok By Storm

Wed, 15 Mar 2023 19:54:32 GMT

Who hasn’t been influenced by an enthusiastic content creator describing the newest product you just have to have? Nearly any purchase in the world is just one click and a few days away from your front door step, and it can be difficult to avoid overconsumption when your social media feeds never stop showing you the next hot, new product. Well, TikTok’s newest trend, de-influencing, is here to put a stop to that.

What Is De-influencing?

Rather than listing off dozens of products your life won’t be complete without, TikTok creators are now dethroning overhyped, and often overpriced, products that fill everyone’s For You Page. Shein hauls, beauty routines, and Amazon storefronts are bountiful on TikTok, and a large sum of people are rebelling against the culture of consumption that has been so prevalent on the app. Videos tagged #deinfluencing have garnered millions of views , often with comment sections filled with viewers enthusiastically agreeing or chiming in with their own money-saving tips .

What Does This Mean for Marketers?

As the original influencers, marketers make their living by convincing consumers that making purchases is a good idea. The entire ethos of de-influencing revolves around the idea that overconsumption is harmful to not just individuals, but society as a whole. This doesn’t mean that everyone should feel threatened by this trend. Brands whose identities center around sustainability would be wise to join the de-influencing trend. Patagonia’s “Don’t Buy This Jacket” campaign is a great example of a brand de-influencing consumers in a way that aligns with the company’s mission.

With algorithms making it easier than ever to feel pressured to make purchases, it’s no wonder that so many people are rejecting the prominent culture of consumption that dominates social media. Sustainability is an issue that continues to gain traction and become a concern for the general public. Brands who not only walk the walk but talk the talk of sustainability have nothing to fear when it comes to de-influencing. Here at SparkShoppe, we are always keeping up with what’s new and trending on social media. If you want to revamp your socials, reach out to us today!

Automotive Marketing Trends in 2023

Thu, 09 Mar 2023 17:04:20 GMT

When it comes to the automotive industry, companies have their pedal to the metal to keep up with the industry’s fast-paced evolution. After the global pandemic and all of the supply chain issues that followed, automotive companies have had to switch gears to stay in business. Vehicles are fueling up at the electrical outlet and not the gas pump, a trend started by Tesla that more and more brands are emulating. With all of the ebbs and flows of supply and demand over the past few years and an ever-increasing focus on environmental sustainability, here is how the automotive industry is accelerating into the future.

Mobility, Not Automotives

A major trend in the market is the impact that ridesharing apps have had on the automotive industry. This means that rather than targeting the individual consumer, vehicle manufacturers will be looking to sell their cars to on-demand mobility services . Owning a vehicle is expensive and comes with many hassles in its upkeep. By outsourcing these responsibilities to a professional whose job it is to manage fleets of shared vehicles, more people will have access to a car without the fuss. Many experts believe that moving forward, this sector of the industry will continue to grow.

Environmental Sustainability

As consumers become more conscious of the impact of their actions on the environment, automotive companies are promoting their commitment to sustainability. Many businesses are making changes within their company to meet sustainability goals. Volkswagen has even built an entirely new plant dedicated specifically to electric vehicles; a timely move considering consumers’ interest in electric vehicles has only continued to grow over the years. In the US, 36% of consumers listed either hybrid, plug-in hybrid, or battery electric as their engine preference in their next vehicle purchase. Public opinion has warmed to the importance of environmental sustainability. Large and influential corporations such as Microsoft are setting an example for a green future by announcing plans to become carbon neutral. Now more than ever, automotive manufacturers need to pick up speed to demonstrate their commitment to the cause.

Digital Transformation

Automotive companies are investing in digital technologies to streamline processes, improve customer experiences, and increase efficiency. An increasing importance of vehicles’ software leads many to believe that future vehicles will be upgradable . As softwares are developed, consumers will be able to update their vehicles accordingly. Features such as location services, remote analytics, and in-vehicle content are expected to become more readily available. This points to a future where vehicles become connected to our already vast digital ecosystems.

If you’re looking to kick your automotive marketing into high gear, contact the SparkShoppe team today!

What is ChatGPT And What Does It Mean For Marketers?

Thu, 02 Mar 2023 19:43:33 GMT

It’s extremely likely that by now, you’ve heard of ChatGPT. Launched by the same company that created DALL·E (the AI image generator), ChatGPT is a sophisticated chatbot that can produce stylized text in a convincingly human way. This tool can be utilized to create content for blogs, ads, or articles in mere minutes. Like travel agents or telephone operators before them, could copywriters be the next job replaced by more sophisticated technology?

What Exactly Is ChatGPT?

ChatGPT is a form of artificial intelligence that sources from a deep well of data across the internet to create a wide range of text styles and content types. Its access to information and the way in which it was programmed, gives it a strong understanding of the relationship between words and the contexts in which they are used. ChatGPT can be fine-tuned for specific tasks, which allows it to improve its performance over time. This means it can gradually generate more sophisticated and tailored responses to your inputs.

How Can It Be Used?

Many companies have hopped on the ChatGPT bandwagon and are using the bot to respond to frequently asked questions or generate responses to customer inquiries. Other generative AIs are also being used by companies to produce content for their sites. The e-commerce platform, Shopify, will be launching Shopify Magic , a program that auto-generates product descriptions in consistent tones based on your inputs. Additionally, merchants can use Shopify Magic to aid in SEO by selecting relevant keywords for their products. Customer service and writing website copy are just a few of the many ways ChatGPT can be used by marketers.

Is Your Job Safe?

If you work in customer relationship management or write copy for a living, you're probably wondering whether ChatGPT is going to be replacing your job position. Many experts think the answer is no. While the bot is highly skilled in mimicking patterns of human speech, it isn’t without fault. It has limited access to information after 2021 and, despite its intellect, it can still churn out incorrect responses, potentially leading to the spread of misinformation. Employing ChatGPT as your main point of contact between your business and your customers or your main source for marketing materials is not recommended due to its potential for error.

ChatGPT’s potential seems limitless. Its ability to generate human-like text, perform a variety of tasks, and adapt to different environments and platforms make it a valuable tool for a wide range of applications. However, while ChatGPT’s utility is undeniable, it is important to be aware of its limitations and to use it with caution to ensure that your company acts responsibly.

Stay on top of the latest marketing technologies. Follow us on social media and keep an eye on our blog !

What You Need to Know About Section 230

Tue, 21 Feb 2023 13:50:02 GMT

Two cases are making their way to the Supreme Court that have the potential to change the internet as we know it. Gonzalez vs Google and Twitter vs Taamneh are two cases that center around concerns that tech giants’ algorithms pose a danger to society. The cases specifically question whether or not Google and Twitter’s algorithms promoted content that led to ISIS recruitment and increased ISIS’ power as an organization.

Both companies are currently relying on Section 230 of the Communications Decency Act, which states that online platforms cannot be held liable for the content users share on their site. The law enacted in 1996 was created by Congress with the intent of protecting children from exposure to harmful content . But the internet today is a distant stranger from the internet of 1996, and many believe that legal changes are long overdue.

Regardless of what side of the argument you land on, it is undeniable that the Supreme Court’s decisions on these cases could have major implications for Silicon Valley and all of the companies who rely on them to promote their content. As marketers, we have a responsibility to be conscious of how the messages we share can impact consumers. Not only that, but we must also consider the effects the channels in which we share our content affect the wellbeing of our customers, employees, collaborators, and the larger community.

The fate of Section 230 could lead to immense changes in the way that the major companies who run the internet conduct business. This could mean algorithms and advertising conventions as we know them change entirely. Be sure that your business acts accordingly and is making decisions that reflect the future you’d like to see for your company.

UPDATE (5/30/23):

The Supreme Court has ruled in favor of Google and Twitter in the two cases concerning Section 230. The decision on Twitter v. Taamneh was unanimous, showing that the court is currently standing with Silicon Valley. In the case of Gonzalez vs. Google, the court ruled that Google was too “removed ” from the incident to be held liable.This means that Google and Twitter will continue to not be held liable for any harmful or dangerous content published on their sites by any of their users. If any changes are to be made to the protections that Section 230 grants social media platforms, it will now be up to Congress to revise the law. This story continues to develop, and it appears that the conversation surrounding Section 230 is far from over.

What Makes A Good Super Bowl Ad?

Thu, 09 Feb 2023 16:58:06 GMT

Super Bowl Sunday is around the corner, and while ads for the event are being released earlier and earlier each year, it’s hard to tell which ones will start a buzz until game day. Here’s a look at last year’s hits to determine which ads will be MVP and which will fumble the ball.

Originality

Easily the most talked about ad from Super Bowl LVI was Coinbase’s 60-second spot featuring a QR code bouncing around the screen like an old-fashioned screensaver. The minimal and unexpected commercial was so successful, it even crashed Coinbase’s app for around one hour . A cryptocurrency app being the star of the show comes as a surprise for an event where snack and beer companies typically reign supreme. While something as simplistic as a bobbing QR code isn’t likely to stun audiences a second time, what really lies in the success of that spot was its uniqueness compared to other advertisements played during the game. Originality is a great predictor for which ads will stay in the post-game conversation.

Familiar Faces

Many notable ads from last year’s game utilized the time-honored tradition of featuring a celebrity cameo. The “Mind Reader” spot for Amazon Alexa with Scarlett Johansson and Colin Jost was one of the most tweeted about ads last year and garnered high levels of engagement, becoming last year’s most viewed spot on YouTube. BMW’s “Zeus and Hera” starred Arnold Schwarzenegger and Salma Hayek and ranked highly on USA Today’s Ad Meter. Zach Braff, Miley Cyrus, and Idris Elba were among other celebrities whose ads received high engagement.

A Sense of Humor

An A-list celebrity alone isn’t enough to keep Super Bowl audiences engaged. Amazon Alexa and BMW’s commercials didn’t just have Hollywood stars, but they also had the light, humorous tone that viewers look for in a Super Bowl ad. Tugging on heartstrings can be effective in marketing, but audiences are drawn to humor during a lighthearted event like the Super Bowl. Audiences don’t want to be reminded of reality while they eat their guacamole and drink their beers, they want to escape it.

True to the Brand

While originality, star-studded casts, and laughs are all factors of a great Super Bowl commercial, it’s important to remember that above all else, they are commercials. Brands that cater to engaged Super Bowl audiences while staying authentic to their own positioning are ultimately the ones who will take home the trophy at Super Bowl LVII.

Join our huddle! Contact us today to receive a free consultation on your digital marketing.

Booze Is Back For The Big Game

Thu, 09 Feb 2023 16:53:39 GMT

Super Bowl Sunday is one of the biggest televised events of the year and it has become a major opportunity for brands to showcase their products to an audience of millions. While this year’s lineup of advertisers includes several nonalcoholic beverage brands, alcohol companies are still making a big splash during commercial breaks. Anheuser-Busch, even after giving up its exclusive Super Bowl alcohol advertising rights that they held for 33 years , remains the biggest advertiser. But other companies such as Heineken, Diageo, Rémy Martin, and Molson Coors have also joined in on the action this year.

Molson Coors is making their long anticipated return to the big game. Their popular tactic of competing between rival brands will be featured. Miller Lite and Coors Light have been engaging in an ongoing "taste-off" . This is the first time they are using this type of advertisement on the big stage. The commercial will feature two different characters who try both beers and decide which one tastes better. This type of friendly rivalry not only helps draw attention to both beers but also reinforces brand loyalty among beer drinkers who already prefer one over the other. Additionally, it creates an entertaining dialogue between two rivaling brands that can help draw attention from viewers who may not be familiar with either beer.

In addition to expanding their reach and creating healthy competition between rival brands, alcohol advertisers use Super Bowl ads as an opportunity to make lasting impressions on customers. One way that many beer companies do this is by creating memorable characters or situations that viewers can relate to—like Bud Light's famous " Real Men Of Genius " campaign featuring real-life superheroes like “Mr. Accidental Extreme Sports Guy". By creating characters or situations that viewers can easily identify with, alcohol companies can create lasting memories around their brand that will stay with consumers long after the big game has ended.

Major flips in advertising happen all the time. If you or your business need help

navigating beverage marketing, you can contact SparkShoppe today!

Artificial Intelligence: Painting a Picture for the Future of Marketing

Thu, 02 Feb 2023 15:59:42 GMT

AI-generated images are evolving, and their implications are big for the future of marketing. With the advent of artificial intelligence , marketers have access to powerful new tools for creating content. AI-generated content can be used to create visuals for marketing campaigns, websites and social media accounts, as well as polished copy in a specific tone of voice to match your brand. Let’s dive into what AI-generated images mean for marketers everywhere.

What is an AI-Generated Image?

AI images, in short, are photos created by artificial intelligence using complex algorithms that learn from existing images. The user gives a short description of the image they would like generated. For example, below is an image we generated using Canva’s AI image generator. The description given here was “photo of a magical forest city from the future”.

While the images can be surprisingly good, sometimes they miss the mark a bit. AI seems to have issues replicating some human facets, especially hands (which can be disturbing), so it is far from perfect.

Content Creation Using AI Images

Regardless of its shortcomings, AI is revolutionizing the way marketers create content. By using sophisticated algorithms, AI can generate high-quality visuals — from logos and banners to entire campaigns — that are designed specifically for your business or brand. This process is much faster than traditional methods and requires less manual labor from creative teams. Since it’s automated, it can be more cost-effective than traditional methods.

What Else Can AI Do?

AI seems to be the Swiss Army knife of digital content. You may see AI-generated imagery or text and think that the capabilities stop there, but that is only the tip of the iceberg. OpenAI has developed a chatbot called ChatGPT (which stands for Generative Pre-training Transformer). This chatbot has the ability to interact with the user, answer questions and solve problems in a “conversational way”. This is eons ahead of the other support bots you have seen. ChatGPT is so sophisticated it can code and design websites if given the proper parameters. For all the worried developers out there, AI like ChatGPT is very far from taking your job . For now, it is a wonderful addition to the toolkit of online creators and a glimpse into what the future of AI holds.

Implications of AI

There is an ethical gray area in using AI-generated art because of the way it works. When a person studies different artistic styles to help inspire their own, they are respected as a hardworking student of the craft. Essentially, AI does the same thing, except it doesn’t need years to learn - it needs seconds. This has raised controversy about AI taking away from the hard work of artists and creators by “ripping off” their work. As of right now, AI is not good enough to be an expert at anything. In the coming years, we will be able to use AI for our benefit while keeping a close eye on its development.

It’s an exciting time to be in marketing, if you want to keep up with the latest news and trends then follow us on social media and keep an eye on our blog !

Artificial Intelligence: It Might Be Time To Automate Your Content

Thu, 26 Jan 2023 19:13:51 GMT

In today's digital age, businesses of all sizes need to stay competitive by keeping up with the latest trends. One such trend is Artificial Intelligence (AI). AI is quickly becoming one of the most effective tools for content creation, with more and more businesses leveraging AI writing to help them create engaging content that resonates with their target audience.

What is AI Writing?

AI writing is a process where an artificial intelligence software generates content using natural language processing (NLP) algorithms. There are many advantages to using an AI writing tool for your business’s digital presence. For starters, it saves you time as you no longer have to manually create every piece of content yourself. It also takes away the guesswork when it comes to creating engaging, compelling copy because the AI tool will generate copy that resonates with your intended audience.

How Do You Use AI Writing in Marketing?

For doubters who may say AI writing could never create decent copy, did you know that an AI wrote those first two paragraphs? While noticing if something is AI-written is becoming increasingly difficult, the process of using AI is relatively simple.

The user will start by giving the AI a bit of information to work off of. For example, let’s say you own a company that sells herbal tea and you want to write a blog about the health benefits of tea. You type “health benefits of drinking herbal tea” in the topic bar and the AI is going to scour the internet for everything it needs to write an informative blog. The content is surprisingly good, free of typos, and sounds like a person wrote it. You can choose the tone you would like your copy written in (witty, informative, professional, funny, etc.) to further match the voice of your business.

AI can be an incredible timesaver for business owners who don’t have time to create copy and don’t want to pay for a professional copywriter. The most impressive thing about AI is the fact that it doesn’t regurgitate text from Wikipedia articles or e-books – it is actually taking information and generating authentic content, which makes it plagiarism-free.

What Are The Implications Of AI Content Creation?

While AI content generation might be a lifesaver for marketers and business owners, it can be worrisome for those who create for a livelihood. If AI can generate well-informed, polished, SEO-friendly content, then why would anyone hire a copywriter? AI can also do more than create simple web content - an AI developed in Japan wrote a novel, and made it past the first round of screening for a national literary prize . Impressive, right? While this AI was able to write at a high level, it was still necessary for humans to guide the AI in the process. The team set the guidelines for characters and plot, then let the AI take over from there.

Additionally, there is much debate about the ethics of AI content generation - and it’s not just about writing. Recently a book by Christopher Paolini has received backlash for using a possibly AI-generated image as the cover. While there are arguments on both sides, many believe that this AI-generated cover devalues the hard work of those involved in the project. Some agree that a big name publisher like Tor Books should support the art community by commissioning work for projects like this.

Like most technologies and tools, the onus is on the user to apply it responsibly. Although AI has stirred up some controversy, it is difficult to deny its value. There are a wide range of applications that AI brings to the table, and we should not be afraid to take advantage of its perks. At SparkShoppe, we are always on the lookout for new ways to get your business noticed. If you want to leverage the newest tools and technology to increase your digital presence, contact us today!

Anything You Can Do, I Can Do Better: Hopping on the BeReal Trend!

Thu, 26 Jan 2023 19:13:47 GMT

Have you ever had a friend that was a little too competitive, and every time you got recognition for an accomplishment, they tried to outshine you? Well, that’s what Instagram, TikTok, and Snapchat are doing to BeReal.

BeReal is a social media app that aims for a more real environment by notifying users to post a picture of themselves once a day at a random time set by the app. There is a time limit after the notification goes off so you can’t BeFake! BeReal has been a refreshing change of pace from the typical touched-up and often staged photos we see on social media - a nostalgic reminder of how it was in the beginning. After seeing the BeReal trend take off, other big players have decided to join the fun.

Instagram has developed a feature called “ Candid Stories ” in which users can add a picture to their story at a random time during the day. Instagram is also developing a feature for group chats called “Roll Call” where members would have to post a video or photo of themselves in the chat within 5 minutes of being called. Sound familiar?

TikTok developed a feature called “ TikTok Now” with the same premise: you get a push notification that says it's “time to now”, and you have a time limit to post a photo or video of you and your friends.

Snapchat has done something a little less shameless and simply added a dual camera feature to their app. This allows them to recreate some of functionality and appeal of BeReal, without blatantly copying their idea.

So, what does other companies copying BeReal mean? It’s a confirmation of what most people already knew; social media is all about trends. While these platforms are developing on the same idea, it’s really a smart move in the end. Business owners should keep an eye on social media trends and try to capitalize on things they think are relevant to their business. Many trends can be adapted to different industries! Brands like Chipotle and e.l.f. Cosmetics have joined the platform in an attempt to give customers a glimpse behind the scenes. Showing you’re up-to-date with trends can potentially increase engagement and make your brand more relevant.

At SparkShoppe, our team of social media experts are always scouting digital trends so that our clients can be at the forefront of digital relevance. If you want to learn more about what we can offer, schedule a free consultation with our team today!

Size Matters 2023 Edition

Thu, 26 Jan 2023 19:13:44 GMT

No one is expected to devote all these sizes to memory, that’s why we are going to recommend some good cheat sheets that you can keep in your back pocket as a digital marketer. Hootsuite has a comprehensive list of image sizes for every platform, 2023 version available here . While that guide has all your organic social media needs covered, there are still ad sizes to worry about!

SparkShoppe’s 2022 Social Media Wrapped

Thu, 05 Jan 2023 15:53:26 GMT

We did it! Another year is in the books and we’re here to reflect upon some of the biggest social media marketing trends of 2022. Let’s take a look at some of the top strategies that social media marketing managers and brands used to achieve their goals.

TikTok’s Impact on Influencer Marketing

Influencer marketing played a crucial role in social media marketing plans over the course of 2022. Influencers of all tiers saw an engagement rate of between 12.43% and 13.70% on TikTok. The next closest platform was Instagram, with a top engagement rate of 4.84% for influencers with 1,000 to 5,000 followers. Because of this discrepancy, we saw many brands like Aerie and Red Bull partner with TikTok creators and influencers. These partnerships included paid ads, product unboxings, and reviews. Some creators and influencers developed user-generated content by using brand hashtags, product placement, and unpaid reviews.

Reaching New Audiences

In a survey put out at the end of 2021 by HubSpot , 39% of respondents said that increasing their brand awareness and reaching a new audience would be one of their primary marketing goals for 2022. And that they did. Brands like Duolingo and the NBA dominated the TikTok scene by posting engaging content and interacting with their followers. Some brands also chose to tackle the new social media platform, BeReal, that took the nation by storm this year.

Emergence of BeReal

BeReal, the app that encourages its users to live in the moment by posting what they are doing at a randomly generated time of the day, surged during the year. An estimated 64.1% of Gen Z used BeReal monthly in 2022, a number that is expected to rise to nearly 70% during 2023. The app posed a challenge for social media marketers since it’s ad free and limited to two photos (one with the front camera and one with the back camera taken simultaneously) that are posted at a randomly selected time each day. Brands like Chipotle chose to use BeReal to share exclusive promo codes and e.l.f. Cosmetics used the app to showcase their products in a fun and entertaining manner.

How to Stay Ahead in 2023

The HeyOrca Social Media Manager Role Predictions for 2023 Survey revealed that almost 80% of respondents struggled to keep up with algorithms and new features. While it is nearly impossible to completely appease the algorithm with every video that you post, here are a few tips to get your posts to the top of your target market’s timeline:

Keep it short and simple. It may sound cliché, but TikTok and Reels are intended for short-form videos so keep it that way! For TikTok, a duration of 9-15 seconds is optimal, and 3-15 seconds for Instagram Reels. Videos of this length are more likely to appeal to users and may have a higher retention rate.
Stay on top of trends. With so many other tasks to complete, it can be difficult to find spots to pencil in time to scroll through Reels and/or TikTok in search of trending audios, filters, or hashtags, but fear not! HeyOrca can help cut down on this time with its trending audio page ! The staff updates this page weekly with some of the most popular sounds for both TikTok and Instagram Reels.
Consistency is key. Yet another cliché, but it’s true! To build a follower base for your brand, posting at least once a week will allow your brand to be found by different users and will keep your current followers entertained. Scheduling content weeks in advance can help make this task more manageable.

Here’s to 2023!

Looking to improve your company’s social media presence in 2023? Contact the SparkShoppe team today for a free consultation!

The Proposal to Ban TikTok in the U.S. and its Implications on the Marketing World

Tue, 03 Jan 2023 13:13:18 GMT

TikTok, a social media app centered around short-form videos that is currently listed under the App Store’s “iPhone Essentials” category, is facing a proposed ban by the U.S. government. Lawmakers recently introduced a bill that would block and prohibit transactions from “ any social media company in, or under the influence of, China, Russia, and several other foreign countries of concern .” The ban has already been approved for government-issued devices , but what could this mean for the more than 1 billion people who use TikTok, and the 140.6 million who reside in the U.S.?

Impact on Influencers

TikTok’s influencers have a higher engagement rate than any other popular social media site. TikTok’s micro-influencers see an engagement rate of 18% , which is significantly greater than Instagram’s micro-influencer engagement rate of 3.86%. With over 50,000 influencers worldwide, banning TikTok in the U.S. would displace thousands of U.S.-based influencers, most likely leading them to lower engagement level social media sites.

If the bill is passed, members of Congress are likely to receive backlash from influencers and other content creators. Luke Lintz, the CEO of HighKey Enterprises, a social media management and digital marketing company, said to Forbes , “Some businesses and personal brands have paid us hundreds of thousands of dollars to build their brands with TikTok-specific videography, daily posting, and growth strategies over the years. With that all disappearing overnight, there will be a lot of outrage.”

Impact on Social Media Marketers

A study by Ad Week revealed that 49% of users on TikTok have purchased an item from a brand that they have seen on their feed. This is largely due to the app being filled with entertaining user-generated content. This content includes everything from the use of brand hashtags and unpaid reviews of products/services to paid sponsorship videos created by influencers. These strategies allow brands to reach larger portions of their target markets while spending less compared to traditional marketing mediums. Since TikTok prioritizes videos based on users’ past engagements, this eliminates additional costs associated with reaching particular segments.

Without TikTok and its algorithm, companies may have to find new influencers to post content for their brands on other social media platforms. This ban could also lead businesses to recreate their marketing plans to include traditional mediums like television and web advertisements. These mediums tend to be more expensive than user-generated content, so in turn, this could lead to an increase in product costs.

Alternative Options

Because of TikTok’s success, many social media sites are developing short-form video segments for their apps to compete with the short-form video giant. Currently, Instagram Reels seems to be TikTok’s most viable competitor with 159.75 million users in the United States alone. Instagram has developed its Reels algorithm to be similar to TikTok’s algorithm, which is promising if the legislation passes.

Looking to expand your company’s presence on social media? Contact the SparkShoppe team today to ignite your strategy!

Netflix And Disney+ Are Adding Ads!

Wed, 07 Dec 2022 13:49:49 GMT

Over the last few months, there has been a lot of buzz surrounding some major streaming services adding lower priced subscription options with advertisements. Along with opening up the service to more consumers at a more affordable price, this now offers a major opportunity for advertisers in the space.

Starting back on November 3rd, Netflix started to offer a plan for under $7 that includes commercials built into the platform for the first time. The “basic with ads” tier will include an average of four to five minutes of advertisements each hour of watch time either during or before content with 15- to 30-second advertisement slots.

One of the advertiser-friendly features is the ability to prevent ads from appearing on content they deem unsavory or unsuitable. Advertisers will also benefit from Netflix’s new partnership with Microsoft and its support services, which allow for stronger tracking and implementation directly at launch.

One of the more difficult aspects for companies and agencies to navigate is how to effectively advertise on the platform. For consumers, this will be the first time they will be seeing ads on this platform so they could seem out of place. Experts urge advertisers at first to stick with quick branding messages in ads to get viewers used to the new format of the platform.

Having this new opportunity to reach consumers will not come at a cheap price for advertisers . The average CPM (cost per thousand views) will be around $65 . That is almost $10 more than the average for last year's Super Bowl ($56). Even at this extremely high asking price, it has not deterred advertisers from coming to the platform as Netflix says they are almost completely sold out on inventory.

Disney Plus is also moving in the direction of having a subscription option with ads at $7.99. Up until this point, this was the standard price for the service, which is now increasing to $10.99 for the ad free version.

Unlike Netflix, Disney is already in the ad streaming game with their acquisition of Hulu. They also have been preparing for this change as they have been working on an advertising technology platform for over a year, which allows ad buys for as little as $500 to accommodate all budgets. Even with the development of the new platform to make the transition easier, Disney has partnered with The Trade Desk to make it possible for brands to target automated ads across Disney’s linear and streaming properties. This helps Disney get closer to its goal of having over 50% of its business be completely automated and changes them to a more audience-first targeted ad buying approach. Even with the partnership, Disney has said that it is likely that inventory will be limited at first as they are starting with four minutes of advertisements an hour, unlike most competitors who are at five minutes. Disney is reported to be charging over $80 for their CPM, which is much higher than competitive Netflix at $65 for their advertisement spots.

Streaming services are just beginning to leverage ad-tier subscriptions in order to bring advertisers onto their platforms, but also to offer lower priced subscriptions to help cut down on password sharing. For advertisers, streaming services offer another medium to reach consumers’ in the competitive digital ads space.

Do you need help navigating digital advertising? Contact the SparkShoppe team today!

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The NFL’s Youth Focused Social Marketing

Tue, 01 Nov 2022 16:22:31 GMT

This year's NFL season is already in full swing with over 17 million Americans spending their Sunday, Monday, and Thursday nights glued to their TV screens watching the games. But, there is a different screen that the NFL is focusing on this year – the phone screen. The NFL hopes to become the most youth-focused league in the world and it starts with their new marketing strategy. To achieve this goal, they will need to heavily count on their social media. ¹

The NFL is using a well-rounded strategy to reach a broad demographic of the younger generation (mainly gen-z). From fashion influencers on Instagram to co-streaming NFL games with gaming content creators on Twitch, the NFL has created an all-encompassing social media presence to target a wide variety of the younger demographic ² . The connection to Twitch has come about due to the new partnership the NFL formed with Amazon to exclusively stream games on Thursday nights. The main focus of these campaigns is to have a “helmets off” strategy with their players to highlight them and their hobbies off the field. This humanization of NFL players is designed to connect fans on a greater level. As Ian Trombetta, NFL SVP of Social Influence and Influencer Marketing puts it, “it’s not just football highlights all the time, it’s a diversification of content that we’re pushing across the board, which is important to our strategy as a whole” ³ .

The NFL swiftly opened the season with many of these new programs. One of the largest so far was the announcement of Rihanna as the LVII Halftime Show performance. The campaign began with Rihanna posting a photo of her holding an NFL football with her signature tattoo showing. Along with posting this, the NFL rebranded their Twitter bio to “National Fenty League '' that makes a nod to the artist’s last name and is the name of her beauty and clothing brand. The post went truly viral and many brands such as Popeye and Dairy Queen created mimic posts.

Another main marketing push for the League is its TikTok platform. Trombetta claimed that the account is the fastest-growing platform that the NFL currently has. One of their largest boosts is during game day when they have the highest amounts of content hitting their platforms. All of their accounts are working in unison to drive the message of what is happening on the field. The most active accounts during game day are Instagram and Tik Tok which are the most popular among their target demographic. When the Tik Tok is not posting highlights, the account posts hype videos featuring stars of the platform interacting with their players. This again goes about the community-building aspect; having players directly interact with an audience on this platform helps make more of a personal connection.

Even early in the season, the NFL’s new social media-focused approach has seemed to be working. On the opening weekend, their Instagram received 91% more unique users compared to last year. Then on Twitter, they also saw record numbers for video views and overall unique viewers of the account. Overall, it looks like the NFL will be moving more of its marketing budget to focus on the expansion of its social media base. With this all-out blitz in place, it looks like the NFL will easily grow its fanbase for years to come!

¹ https://nflcommunications.com/Pages/2021-NFL-Regular-Season-Averaged-17.1-Million-Viewers.aspx#:~ :text=The%202021%20NFL%20regular%20season,top%20100%20telecasts%20on%20TV .

² https://mashable.com/article/nfl-amazon-prime-video-thursday-night-football-explained

³ https://digiday.com/media/inside-the-nfls-youth-focused-social-strategy/

The Anti-Social Media Platform: The Rise of BeReal

Tue, 18 Oct 2022 13:50:56 GMT

How do you create a social media platform that will blow up overnight? Make it the antithesis of mainstream social media platforms like Instagram! The trending app, BeReal, has over 10 million daily active users , has inspired entertaining memes as well as an SNL skit , and one lucky user even got Harry Styles to post a selfie on their account mid-concert. Founded in January 2020, BeReal is a social media app that sends users a push notification at a randomized time each day. As soon as this notification is opened, users have two minutes to post a picture. The app takes a picture with both the front and back cameras so that others can see exactly what their friends are up to at this exact moment. If you wait until the two minutes have passed, your posts are marked as “late” and you cannot see your friends’ posts until you post something. OId posts disappear when the next notification goes off, but you can still see your old posts on your profile.

Nostalgia for a time when social media was a casual, ad-free space filled with poorly-lit food pictures and blurry selfies seems to be what makes BeReal so alluring. In a fact sheet released by the company , they said, “We want to make people feel good about themselves and their lives. We want an alternative to addictive social networks fueling social comparison and portraying life with the goal of amassing influence.” It’s no secret that other social media platforms, such as Instagram, can have a negative impact on users’ mental health. According to the American Psychological Association , studies have proven Instagram to be linked to depression, body image concerns, self-esteem issues, and social anxiety. It’s nearly impossible for users not to compare themselves to the people that they follow. At the end of BeReal’s fact sheet, they cheekily added, “If you want to become an influencer you can stay on TikTok or Instagram.”

Although the app does not currently have any advertising capabilities, brands can promote themselves on BeReal with a little creativity. Joining the app in April, Chipotle shared promo codes in their posts and the first 100 people to use these codes would get a free meal. Chipotle’s social director revealed that the codes were redeemed in less than a minute.

While authenticity has always been vital when it comes to marketing, BeReal reveals users’ desire for community. Complaints about Instagram’s algorithm making it difficult for users to see posts from their friends opens up an opportunity for social media platforms (like BeReal) to fill this void. Platforms such as Instagram and TikTok have already capitalized on BeReal’s popularity by making their own copycat versions. Whether BeReal is here to stay or just a fad that will eventually fizzle out is hard to tell. Either way, there are things marketers can learn from its quick rise in popularity! Contact the SparkShoppe team today to learn more!

Google Makes ‘Ads Creative Studio’ Tool Available to All Businesses

Thu, 28 Jul 2022 14:44:53 GMT

Google recently announced that its ‘Ads Creative Studio’ tool is now available for all businesses. Ads Creative Studio was originally launched in June of 2021 in beta mode for users to test out. With access to Google’s new tool , you can increase relevance with customized ads, experience easy workflows across all your campaigns, and improve creative effectiveness and efficiency.

According to Google, “The ads can be customized for different audiences, locations, languages or contexts. Simply tell us what element of the ad creative - like a product image, superimposed text or sound - you want to set as ‘swappable’ and provide different versions of that element based on a set of rules you create. The rules include the audience you want to reach or contexts you want to match.” The new tool will then customize various versions of your ads based on the rules and assets that you have uploaded.

Add-on elements can be customized for varying use as well. Google explains , “For example, you might make a rule to change the text overlay on your video creative based on whether your audience is in the market for cold-weather gear or warm-weather travel. We’ll apply the rules quickly to all videos and render the different versions in a matter of minutes.” You will also be able to then share a preview of every video with anyone that may need to review or edit them. Additionally, with people viewing ads mostly through mobile sites, the app provides vertically-aligned video presentation which can be exported for future campaigns.

You will also be able to then share a preview of every video with anyone that may need to review or edit them. Additionally, with people viewing ads mostly through mobile sites, the app provides vertically-aligned video presentation which can be exported for future campaigns.

Google’s new tool has many new functions to offer its users. Building your ads has never been easier now that you are able to quickly and easily formulate alternative elements for your campaigns all at once!

Ready to start your Google Display campaign? Contact the SparkShoppe team today to ignite your strategy!

Instagram Map Feature

Thu, 28 Jul 2022 14:44:46 GMT

In its latest update, Instagram has announced their brand-new feature, Instagram Map Discovery. This will allow users to expand their in-app abilities and discover new businesses. Instagram Map Discovery is a compelling factor when it comes to getting businesses to be active on Instagram.

What is the new Instagram Map Discovery Feature?

The Map Discovery Feature allows users to search and discover businesses in their area, functioning similarly to Google Maps/Reviews. The feature heavily utilizes User-Generated Content (UGC) to showcase user experiences with the business, as well as simply promoting content surrounding the business. This new feature will not only encourage businesses to keep their information updated, but will also drive more businesses that are inactive on Instagram to become active on the platform for these promotional features.

What can users do with Map Discovery?

The primary focus of this new feature is to allow users to discover popular locations in their area. Users can view the recent story posts, most popular posts, and Instagram guides that businesses have created. It allows users to immediately gain knowledge about a business, without having to leave the app. The feature also allows users to filter their search by specific types of locations such as restaurants, salons, retail stores, etc. and users can then save and share locations for easy-access in the future.

How to use the Instagram Map Discovery Feature

The Map Discovery Feature is available through the Explore Tab on Instagram. To use it, simply search for a restaurant or other type of business and once you’ve hit search, a tab labeled ‘places’ will appear. Tapping this will take you to the map feature, allowing you to view top and recent posts, locations, phone numbers, websites of the businesses, and reviews through user-generated content that appears in search. If you are satisfied with what you find, you can then automatically open Google or Apple Maps

Businesses can claim their locations by adding an address to their Instagram bio when using a business account , and can add new locations to the Instagram map by creating a new location on Facebook.

How can this impact businesses?

This new feature is impactful to businesses since it furthers user’s focus on Instagram and how the content that they’re viewing impacts buying decisions. It also contributes to the recent increase in social shopping due to users beginning to use social media more for brand research over search engines. For example, 58% of users have stated that they are more likely to be interested in a brand or product after seeing it on an Instagram Story.

This means that businesses should be posting to Instagram on a regular basis (if they are not already) and utilize the app to its fullest capacity. The Map Discovery Feature is a new opportunity for businesses to gain new followers and customers, as well as promote brand awareness to those in their area. The feature’s heavy use of UGC opens new doors for businesses because it gets users talking about the brand and users tend to trust the opinions of each other when it comes to deciding on what brands to use.

Ready to ignite your Instagram Strategy? Contact the SparkShoppe team today!

Shoppers are Scrolling TikTok for Grocery Inspo

Thu, 07 Jul 2022 17:46:52 GMT

Nowadays, shoppers have been changing up their routine to adapt to the digital world. The grocery industry has noticed more excitement online due to the engaging content on TikTok. The app has inspired users to learn new skills, including how to cook. Since the Covid-19 pandemic, consumers have spent more time scrolling through TikTok and discovering new recipes. Reaching these consumers on TikTok has never been easier, whether it be content creators sharing recipes that influence at-home cooking or users trying trends and sharing their own, a never ending channel of ideas is easily accessible. Therefore, scrolling through TikTok when you’re making the grocery list can be very useful.

Staying Up to Date with the Trends

The trends on TikTok are pushing purchase intentions for products like balsamic glaze and

seltzer water. The two make a unique concoction that went viral as users claimed it is a healthy

substitute for Diet Coke, despite the taste. No matter how strange these recipes may seem, they

spark conversation about certain brands and products both on and offline. TikTok gives creators

a chance to share their favorite go-to recipes. For example, Emily Mariko posted a salmon rice bowl recipe which requires specific Japanese Mayo that consumers are more inclined to purchase than other alternatives. Her video quickly went viral with over 81 million views. Whether it’s a trending beverage or a salmon rice bowl, the ingredients for these recipes have spiked in

demand.

@emilymariko

@healthylittlepeach

So how can grocery stores take advantage of these trends? Supermarkets, Walmart and Kroger

have been utilizing TikTok to promote their items. Showcasing celebrities or chef personnel on

their pages generates a greater connection to shoppers. Walmart usually promotes name brands, however has made an exception to feature Kris Jenner shopping her own cleaning products brand, Safely, which is exclusively sold at Walmart. Kroger engages with their 500K followers in recipe videos that are fun and simple. This gives not only the products, but the store a chance to increase awareness as well.

TikTok creators are eager to share their favorite foods from Trader Joes, which is known for

carrying unique private label products. The most popular content is featured on the must have

Trader Joe items list. This is where people post their favorite items and even vlog their grocery shopping experience. Even some Trader Joe’s employees share their favorites and new summer

snacks. Ultimately, TikTok has become a hub for all Trader Joe's essentials.

@Brialem

The Power of Influence

With all the resources on social media, it is easy to quickly research a recipe or get inspired by

watching other creators’ grocery hauls. TikTok can serve shoppers at all stages of their grocery

shopping experience. Getting influenced by social media is now a normal part of shopping, no

matter what it is you’re shopping for. Studies show that 76% of shoppers find what they are

looking for on social media. Therefore, it is essential for brands and retailers in the grocery

industry to maximize their presence on social media platforms, especially TikTok. Connecting

with consumers on TikTok has never been easier through its high engagement and a user’s

ability to get creative. The digital world is filled with ways to stay in touch with what is trending.

So how will retailers react to the next upcoming trend? That’s just some food for thought.

Having trouble navigating through TikTok and don’t know where to start? SparkShoppe can help get your business started on any digital space, no matter what the industry. Contact the

SparkShoppe team today to learn more!

Apple's WWDC22

Thu, 23 Jun 2022 14:17:41 GMT

Apple’s annual Worldwide Developers Conference, held in early June, announced exciting improvements to the tech world, such as the brand new M2 processing chip and the introduction of widgets to the iPhone’s lock screen with iOS 16. In addition to these broad advancements, Apple made some developments that could be useful to marketers. Here are some of our favorites:

SKAdNetwork 4.0

Apple’s SKAdNetwork was implemented back in 2018 with the intention of collecting accurate attribution data for advertisers while maintaining users’ privacy. SKAdNetwork 4.0 expands a user’s Source ID (formerly Campaign ID) to four digits , which is an increase from the previous two digits. In this format, the last two digits identify the campaign used, the last three digits express the location, and all four digits represent the placement. Additionally, Apple has increased the number of postbacks sent to developers. The three different postbacks will be sent anywhere from 0-2 days for the first one, 3-7 days for the second, and 8-35 days for the final one. Perhaps the most important update in SKAdNetwork 4.0 is the ability to obtain data from Web-to-App attributions. This also includes a track that passes through the AppStore.

SharePlay Ads

During WWDC22, Apple announced that it will be granting content creators control over SharePlay playback settings. When content on the internet is shared on FaceTime via SharePlay, viewers may not be presented with the same ad, in fact, some may not even be presented with an ad at all. This creates an issue with syncing video for each user in real time. Creators will have two options to select from to sync up users’ videos after they are done viewing their preselected advertisement. The first option is to have one user wait until their counterpart is finished viewing their ad. The second is to allow the user who has finished viewing the ad first to continue watching the content and the other user will catch up to the first user's place, thus missing some content that the first user was able to view.

Continuity Camera

Apple introduced the Continuity Camera to bring a higher quality camera to the MacBook. The Continuity Camera works by connecting the user’s iOS 16 compatible iPhone to their MacOS 13 compatible MacBook via Bluetooth or with a USB cord. The MacBook will then begin using the iPhone’s camera to record with the back camera. This will allow higher quality recording for developing content or for business meetings.

Some of these updates may not be available for a few months as Apple continues to redevelop software. However, in the meantime Apple has posted videos giving background information and consolidated tutorials for each of their new features that appeared in WWDC22. You can find these videos here !

How to Crack the Instagram Reels Algorithm

Mon, 13 Jun 2022 16:31:20 GMT

Since 2020, Instagram Reels has been TikTok's most viable competitor. With Instagram Reels receiving 22% more engagement than videos that appear as normal Instagram posts, Reels are a valuable tool to attract users to your brand. You may now be wondering, “How do I make the most out of my company’s Instagram Reels?” Here are some hacks to make sure your Reels rise to the top of users’ feeds.

The Algorithm

In the same way that posts appear on your Instagram Feed, Reels will not only show videos from accounts that you follow but also from suggested accounts that you do not follow. These may be selected for you for various reasons. The first reason is that you and that user are related in some way. This could be through direct messaging or having a mutual following section. Your affinities will also come into play when videos are selected for your feed. Do you interact with content from the NBA and NCAA Basketball? Then Reels may suggest videos of basketball trickshots and game highlights. The final piece that Instagram Reels takes into consideration are the video’s age and popularity. Newer and more popular Reels will appear at the top of your Reels feed.

Now that you have an idea of how the algorithm works, let’s look at a few ways to adapt to it:

Developing Content

Video content is the core of your Reel. If your Reel is unamusing or not engaging for users, then it will sink to the bottom of the feed. To ensure that this doesn’t occur, try to make your content relevant and personable. According to Google, about 90% of viewers see this type of content as engaging. Another way to create content is by looking at some of your past posts. Instagram offers in-app analytics like the number of plays and likes. Find your video with the most likes and build off of the strategies that were used in that Reel. To really sell your content, make sure it is visually appealing and has an appropriate duration.

Audio

Similar to TikTok, videos that use trending sounds are more likely to receive more engagement than those that don’t. For instance, “Somebody to You” by The Vamps and Demi Lovato has become one of the most popular audios for graduation season videos, according to Instagram’s @creators account. To avoid copyright infringement, it is best to use audio clips directly from Instagram’s audio library. Be sure to do your research before selecting background music for your Reel!

Captions

Hashtags are your key to getting discovered on the Reels page. Not only will they allow your post to appear in searches using keywords that appear in your hashtags, but it will also share your Reel to the feeds of those who follow those hashtags. This is a great way to target individuals based on their interests.

Social media and digital marketing are continuing to thrive, so Instagram Reels could serve as a valuable asset in your company’s marketing efforts. The best part is that Instagram Reels are low cost and easy to produce. Get up and get filming today!

Looking to develop your brand’s marketing strategy? Contact the SparkShoppe team today!

Meta Business Messenger

Mon, 13 Jun 2022 16:30:33 GMT

Meta has made a staggering shift in its view on businesses advertising to potential customers through its Messenger platform. The new “ Recurring Messages ” feature, introduced at the Meta Conversations Messaging Conference, would allow businesses to send periodic automated messages to potential customers. As enticing as this may sound, is it right for your company and its marketing goals? Let’s take a deeper look.

The Switch

Previous guidelines from Meta strictly limited a brand’s ability to communicate with prospective clients through the Messenger platform. Businesses were allowed a one-time notification to follow up with customers when their 24-hour communication window had ended. The intention of this policy was to prevent companies from spamming users with countless messages about unnecessary promotions and alerts. However, at the first-ever Meta Conversations Messaging Conference on May 19th, the announcement was made of a new feature that would completely eliminate the limited messaging concept. The reason for the sudden switch in policy: increased profits for Meta, of course.

Recurring Messages Rundown

Meta’s new Recurring Messages feature permits brands to send out “proactive, automated messages” to users via the Messenger platform. The catch: users will have to opt-in to receive these marketing messages. Users will also have the ability to select the frequency of alerts that they receive. On the business side of things, companies will also have the option to select a frequency at which they would like to send out their messages to subscribers. At the moment, brands seem to have free range to send out a variety of messages, from newsletters to promotions and everything in between.

The Cost

Meta is currently allowing businesses to use Recurring Messages for free, but don’t expect this deal to last! The cost is still unknown as Meta is researching prices that companies are willing to pay for a similar feature on WhatsApp . In a statement, Meta said, “we currently charge businesses to send messages from the WhatsApp Business API and we’re listening to customer feedback to guide decisions on our pricing model.”

The Bottom Line

Having the ability to advertise via Messenger seems extremely valuable, as not all users check their email on a regular basis. However, brands should consider developing a strategy to recruit subscribers before committing a portion of their profits to Meta Recurring Messages. Recruiting users could be as simple as offering a coupon for your product or service when they choose to opt in to receiving recurrent messages. This is crucial to keep in mind since without having a steady list of subscribers to contact, your business could end up losing money.

Google Analytics UA to G4 Conversion

Wed, 08 Jun 2022 21:05:53 GMT

In March of 2022, Google made the announcement that Google Analytics 4 (GA4) will be replacing Universal Analytics (UA) in the summer of 2023. With the deadline quickly approaching, many Analytics users are looking to convert their data while simultaneously trying to grasp the Google Analytics 4 platform and what it has to offer. So what are some of the key differences to note before switching your company’s data over to Google Analytics 4? Continue reading to find out!

A More User-Friendly Property

A significant update to Google Analytics through GA4 is its App+Web property . With the UA platform, users had to toggle between different properties to monitor app data and compare it to their website data. The new App+Web property makes tracking app and website visits significantly easier, since they both appear on the same property.

Phasing Out Cookies

Universal Analytics thrived on cookies to track actions taken by users during their session on a company’s website. Cookies also allowed UA to distinguish the difference between new and returning users. While GA4 will still incorporate cookies in its tracking, the primary source of tracking will come from an “ Event-based Data Model ”. This signifies a switch in the world of data tracking to be more privacy-focused and oriented.

The Event-Based Data Model

Any data that was previously classified as a “Hit” in UA is now defined as an “Event” under the GA4 software’s event-based data model. Events are separated into four different categories. The first two are Automatically Collected and Enhanced Measurement events, which GA4 tracks without the user providing any additional code. Automatically Collected events include elements such as language, ad_click, and page_title. On the other hand, Enhanced Measurement events track valuable data that users previously had to add in UA such as pageviews, outbound clicks, and scrolls. The next category of events is defined as Recommended events. These are events suggested by Google for your specific business type. For a retail-based site, Google may recommend events such as add_to_cart or begin_checkout. The final event category is Custom events, which requires the user to write code to be used in Google Tag Manager.

The Loss of Bounce Rate

While GA4 touts three new metrics (engaged sessions, average engagement time, and engagement rate), this also means the loss of metrics such as bounce rate. The bounce rate metric calculated the percentage of users who left the company’s website without triggering a single hit. This allowed companies to rethink the set-up of their landing pages to make them more captivating to visitors. With the removal of this metric, website designers are left to use their own judgment.

While Google Analytics 4 has been released to the general public, Google is still tweaking the software. For instance, GA4 does not include the option to toggle between views, however, others believe that this could be subject to change. Using GA4 will take some getting used to, but once familiarized, you and your company will be able to track data more thoroughly and efficiently than with Universal Analytics.

Google Marketing Live

Wed, 01 Jun 2022 16:11:56 GMT

The annual Google Marketing Live event held on May 24th, 2022 boasted a vast amount of improvements for advertisers using the Google Ads platform, including upgrades to Performance Max and the introduction of Augmented Reality previews for products on Google Shopping. With the large number of advancements being introduced, you may be wondering which ones your company should focus on, so here are some of the most ground-breaking updates that were presented:

Enhancements to Performance Max

Google’s Performance Max ads are campaigns in which you choose a goal and define the parameters, then Google automation will develop the ads themselves. To encourage a higher usage of Performance Max, Google has announced the implementation of an “Experiment” tool, which will allow users to test the addition of a Performance Max campaign alongside any current campaign that your business is running. An optimization score feature will also be added to Performance Max and will provide a performance percentage based on the selected goal. With this number, Google will provide suggestions to increase the optimization score by means of targeting, budgets, etc.

Augmented Reality With Google Shopping Products

Google looks to compete with the Metaverse by introducing Augmented Reality to the Google Shopping experience. Advertisers will have the ability to feature 3D images of their products on the Google Shopping results page, allowing consumers to, in a sense, try before they buy. Google uses an example of testing furniture in a user's living space to simulate its size and appearance in the selected room.

Google Audiences to Include TV Users

Google Ads will be adding those who use YouTube TV and other Smart TV-related apps to the list of campaigns under Audiences. This will allow marketers to target a larger audience and be able to focus on specific audiences based on their TV-related affinities.

Auto-Generated YouTube Ads

Google announced that it will be expanding its auto-generated ads to YouTube videos. The company touts that users will have the ability to create a video ad in as fast as 60 seconds. Users simply have to upload at least five images, logos, and/or pieces of text for Google to be able to auto-generate the advertisement. The quality of these advertisements is still unknown, but it could be a valuable resource for companies who are new to the video advertising industry and have lower content creation budgets.

Ads on Google Shorts

In order to compete with TikTok ads, Google will be scaling users’ ads to fit the dimensions of Google Shorts. While any existing video ad can be resized to fit in Google Shorts, advertisers may want to tailor their ads before adding them to the platform. This could include shortening the ad duration or changing the overall creative style of the ad.

All of these upgrades prove that technology is bringing exciting enhancements to the world of marketing. Some of these improvements will not be available for a few months as they are still being tested and tweaked. However, it is never too early to continue doing research and to begin familiarizing yourself with each element so your business can be a step ahead once the new features are released.

Packaging Trends are Shifting from Less to More

Fri, 27 May 2022 18:09:42 GMT

Consumers are bored with bland. Competing for shelf space can be difficult due to the myriad of new brands who are changing the packaging game. Recently, packaging trends have shifted from a simple and minimalistic approach to now having vibrant colors and illustrations. This new sense of fun gives a look to aspire positivity and inspiration coming out of the COVID-19 pandemic. In 2022, brands are doing the most to not only become a household name, but to become decor in itself . In other words, these pops of color are meant to decorate your home and stay on your bathroom countertop.

Minimalist designs have been dominating the DTC and e-commerce market, but since that style is on its way out, it is still important to seek opportunity in rebranding. Rinat Aruh, the CEO and co-founder of design firm Arulid, tells Glossy.com how to prioritize rebranding opportunities. Aruh states, “If you’re talking to a generation that’s a millennial versus someone who is approaching her 50s, they’re looking for different things. It’s really important to actually not follow the color trends, but to actually [consider], ‘Where’s the opportunity?” Following the trends shouldn’t be the only reason for a rebrand, rather it should pose a question as to whether the maximal approach aligns with your branding goals.

The Top Trends

However, the current packaging design trends are hard to resist. These unique designs each have their own flare to show off what the brand is all about. Since coming out of the pandemic, designs have changed with the goal to make people smile with nostalgic 60s theme prints . These designs are influenced by 60s art with their ‘groovy’ waves of color. Even this wine bottle logo incorporates The Beatles hit song as a part of the brand. This creates a niche image because of how specific the graphic is to the theme.

Other design ideas include:

Faux 3D : This technical effect creates a high-end look. Faux 3D gives off an expensive vibe to force consumers to take it seriously.
Maximal Inside : This type of packaging is unique from the outside-in. Many different colors and illustrations give it a look the consumers are attracted to.
Sustainable Packaging : Responsible marketing should be a priority for all businesses. Going the extra-mile with sustainable packaging not only allows the consumer to perceive the brand in a positive light, but it also gives a modern, earthy look to the package.
Y2K Trends : Bringing back this aesthetic from the 90s and early 2000s gives a technical, yet fashionable look.
Utilizing QR Codes : In the digital world we live, our access to information is from our fingertips. The use of QR codes on packaging allows consumers easy access to whatever the brand is promoting.
Seasonal Designs and Storytelling : Designs that are relevant to seasons and holidays bring a celebration aspect to the package. Storytelling is another way to market with more of an emotional appeal to the consumer.

Staying Authentic

Packaging trends will come and go, so it is important to stay true to your brand. Packaging is at the forefront of every business. Losing sight of the brand’s overall image to abide with the trends may not reach the targeted demographic. Rather pick a trend that makes sense to create a design to match your objectives. Ultimately, rebranding to spice up brand image can still lead to more excitement and curiosity from the consumers. Creating eye-catching designs and staying true to the brand is always a win-win.

Have questions about a brand refresh or packaging redesign? Contact the SparkShoppe team today!

Google Introduces Multisearch Feature

Fri, 27 May 2022 16:20:32 GMT

Google recently introduced a new search feature called Multisearch . Using Google Lens, users can search with both images and text, in an effort to replicate how we think in real life. Users can search with an image instead of typing into a search box, and then narrow down their search with text. For example, you could insert an image of a blouse, then ask to see similar blouses in different colors or with varying sleeve lengths. Alternatively, you could ask to see the pattern on the blouse you uploaded on different products like pants, rugs, or bedding.

Google Lens was first released in 2017, but Multisearch introduces the ability to filter your search with text. Google’s technology is able to identify the qualities of the image you upload and understand what you’re asking for. Unsurprisingly, Multisearch works best for online shopping. If users don’t know the name of a pattern on a shirt or a specific style of furniture, they can simply upload an image and narrow their search down with text. However, Google Search product manager, Belinda Zeng believes that Multisearch will be useful for other things like identifying plants to learn how to care for them or looking up tutorials.

Making Multisearch a household name will not be a simple task. The feature is currently only available on Google’s iOS and Android apps. In the Google app, the option is difficult to find and not very intuitive to use. Another challenge Google faces is making image based search feel functional and less like a fun novelty. This software’s ability to not only understand images but also be able to refine search results with text takes a substantial amount of machine learning and reflects the trend of personalization and an emphasis on visuals in technology.

If Multisearch has staying power, it could change the way people search online and lead to other bigger advancements, like searching through augmented/virtual reality. Although the feature is currently in beta testing, Multisearch is something we should expect to see incorporated into online shopping. It’s too early for marketers to know the effects it has on SEO, but be prepared to adapt and adjust your strategy. Digital marketers have traditionally centered their SEO around keywords, but Google’s introduction of images is sure to shake things up and give marketers an opportunity to change the way shoppers find brands, products, and more.

Are you ready to ignite your Google Search strategy? Contact the SparkShoppe team today!

Why Are Users Choosing DuckDuckGo?

Wed, 27 Apr 2022 18:53:34 GMT

DuckDuckGo is an unbiased, unfiltered, alternative search engine. DuckDuckGo’s new way to search keeps all user information private while still providing accurate and relevant search results. Other search engines such as Google, Yahoo, or Bing keep all user information to target for advertising. As users are becoming more aware of how their personal data is being used or in some cases leaked they are more conscious of where they are sharing and where they are searching

What Does DuckDuckGo do?

DuckDuckGo does almost everything current popular search engines do. With the knowledge that their information is private, users can freely search for maps, weather, local business answers, definitions, flight information, products, sports scores, questions and answers, and so much more. What more does DuckDuckGo have to offer? It has language and region localization, customizable themes, and shortcut commands that take you to other websites directly. DuckDuckGo is safe to use on your favorite browsers and operating systems.

How is DuckDuckGo Different from the Rest?

Typically, websites will store the user’s IP address so they know where to send information. Search engines will also keep track of search history and personal data. DuckDuckGo hides IP address’ and redirects the information request to prevent it from sending the user’s search terms to the site. DuckDuckGo provides organic search results while actively blocking other search engines from collecting user data. DuckDuckGo uses web crawlers and hundreds of other sources to compile results. Other search engines like Google use crowdsourcing sites like Wikipedia. DuckDuckGo uses information from user-review sites like Yelp to provide reviews, addresses, phone numbers, business hours, etc. Locations are provided exclusively from Apple Maps.

No Search History, No Problem!

A lot of people want their privacy, but when using Google, Yahoo, or Bing, users are targeted with ads based on their search history. Since DuckDuckGo does not store any information, everytime one goes to use DuckDuckGo’s browser they will get new, fresh results. Every search is independent and never has anything to do with previous searches. DuckDuckGo still makes money by providing the user with ads, however, they target keywords that are searched instead of using previous information. DuckDuckGo uses “ search-vertical options ” in every search to show the user results for only what they are looking for. If a user searches for their favorite food, DuckDuckGo will trigger the “recipe” vertical and show only recipes for their favorite food. Since DuckDuckGo does not track your location, instead of searching “restaurants near me,” you would have to input your location into the search.

Third-Party Trackers Who?

Traditional search engines use trackers to serve relevant ads after your initial search and to track the consumer sales journey. However, DuckDuckGo blocks this tracking. Every time a search is conducted on DuckDuckGo, the search query is performed without any context from previous searches. A fun feature of DuckDuckGo’s mobile app is that it will block all trackers from other search engines. They also offer a browser extension which will actively block tracking pixels for you. Since there is no information to base the ads off, the user will receive less personalized digital ads.

Pros and Cons of DuckDuckGo

DuckDuckGo is making its way up there in popularity. 80 million people have been using DuckDuckGo as their preferred search engine as of November 2020. Some pros of using DuckDuckGo include privacy when searching, a clean interface, only contextual ads, unbiased search results, shortcuts to websites and no social engineering based on user searches. Of course pros come with cons and since DuckDuckGo is not as big of a name as Google, there are a few bugs that need to be fixed. Additionally since they are so new, DuckDuckGo’s search algorithm is not nearly as sophisticated as Google. There are limited results, poor mapping and image results, no protections from viruses, and overall low ranking factors.

As marketers, we need to be aware of the ongoing conversations about consumer privacy. We need to be mindful of protecting our customers' personal data while also creating relevant and meaningful campaigns. Since users may steer more towards the privacy of DuckDuckGo, that means less data to work with and a reimagining of personalized campaigns. However, DuckDuckGo is a partner of Microsoft and uses their ad platform to deliver their contextual ads based on keyword searches.

Size Matters 2022 Edition

Tue, 26 Apr 2022 20:39:57 GMT

As digital marketers, we are inevitably drawn to the fast-paced and dynamic environment of social media. Everything is constantly changing and even the most minute size change to a sponsored Facebook post can be a game changer. Whether you are managing a massive brand with hundreds of thousands of followers or just starting to get your feet wet in the digital world, it is necessary to familiarize yourself with the various types of social content.

There are several cheat sheets and infographics you can find online that provide dimensions for social properties. Our personal favorite is Hootsuite’s Social Media Sizes Cheat Sheet which always has the up-to-date creative specs for Facebook, Twitter, Pinterest, LinkedIn, YouTube, Instagram, Tumblr, and TikTok. This is extremely helpful when creating or managing visual content on each of your platforms (including your personal pages!). In addition to these basic graphics, you also must stay informed on all social advertising sizes.

When you’re dealing with paid digital media, an essential reference is the Facebook Ad Guide which clearly lays out each type of ad and its recommended dimensions. The specs for Instagram ads, Audience Network, and Facebook Messenger are also included. Google provides a similar guide for their display and video ads. However, if you do not have the capabilities to create 10 sizes for each display campaign, the sizes that are most effective are 336x280, 300x250, 728x90, 300x600, and 160x600.

Lastly, staying on top of visual content trends is key! User generated content isn’t going away anytime soon and it’s important to understand what content you can and cannot repurpose. While some of the lines may be blurry, it is always smart to take the ‘better safe than sorry’ approach when it comes to brands taking advantage of user generated content. Have a policy in place to always give photo credit, and to ask users for permission to share their photo. Additionally, develop a branded hashtag to encourage users to not only share content relevant for your brand, but to also make it discoverable. Apple’s #shotoniphone campaign is a great example of UGC promoting their camera capabilities without running into permission issues.

Digital marketing is constantly evolving- stay up to date on content trends and you’ll be ahead of the pack! Need help navigating the world of digital? Contact the SparkShoppe team today!

Understanding Discord

Mon, 04 Apr 2022 14:42:12 GMT

Three years ago, the idea of Gucci and the NBA , championing Discord would’ve prompted two questions.

What’s Discord , and why are they using it?

The simple answer is the pandemic, but the story of Discord and its rise from a gamer-centric chat app to the platform of choice for such renowned brands is much deeper than that. It is rooted in the Discord's innovative and attractive technology paired with its ability to foster rich online communities.

For some background information, Discord is a chat room app similar to that of Skype or Slack where users can communicate in real time via text, voice, and/or streaming. Created for and popularized by gamers, the site rose to prominence due to its ease of use, multiple chat options, and versatility.

All communication on Discord is facilitated through servers with each server being divided into channels. Channels are smaller, more individualized spaces within the server that allow members to discuss specific topics. Discord also offers its users the ability to customize their servers in a number of ways such as the assignment of member roles and rewards based on activity.

The highly collaborative yet individualized nature of Discord was almost immediately realized to work just as well without the gaming and was quickly used for non-gaming purposes.

While other communities were rising on the platform, Discord was still a platform made by and for gamers. However, when the COVID-19 pandemic started in early 2020, the chat app saw a massive influx of users. The pandemic redefined what Discord was, who their audience was, and kicked off a major transitional period for the company. No longer was it "Chat for Gamers" but now "Chat for Communities and Friends."

However, as Discord entered the mainstream its lesser-known culture came with it as well, such as the prominence of the NFT (non-fungible token) community. For those unfamiliar with NFTs, they are defined as “...tokens that we can use to represent ownership of unique items…letting us tokenize things like art, collectibles, even real estate.”

To draw a parallel, many within the NFT community view their tokens in the same light as trading card collectors view their cards. Just as one collects and shows off their trading cards to feel a sense of belonging and connect with others within the community, NFT owners do the same.

The trading card analogy is significant because one of the most popular current NFT projects is sourced and run by the NBA. Heavily inspired by trading card counterparts, their NFT project, Top Shot , allows basketball and NFT fans alike to own some of their favorite NBA 'Moments’ in short-form video NFTs. With a current valuation of over $7.5 billion and robust support from NFT collectors, Top Shot chose Discord as their primary means of communication with their audience.

Their server currently hosts over 223,000 members (tens of thousands online at any moment) and countless resources to help ‘rookies’ and vets alike. Most importantly, it affords their world-wide community a platform to unite on and connect regarding their shared interests. In providing this open forum for connecting and learning, the server has proven to be fundamental in developing what Top Shot and their community are.

Offering collectibles, forging an entirely new market, and cultivating a community is only a taste of how companies can utilize Discord.

In January of this year, Gucci launched its Vault project, as well as a corresponding Discord server of the same name to gather feedback and foster ideas. Vault represents Gucci’s presence in the metaverse by playing host to a series of crypto-based projects and physical merchandising highlighted by their online exclusivity.

The Discord server is not used to push sales for these new projects, but rather to grow their own unique culture within the metaverse . Fan involvement is vital, with Gucci going so far as employing the most active members of the Discord community to serve as moderators. As Laurent Francois of medium puts, “It is an exercise at the crossroads of PR, content marketing, operations, branding, product development, finance etc.” It is a very complex and forward-thinking project that should be explored, but only through Discord could such an experiment be undertaken. Its unique abilities in comparison to traditional social media allow for its members to feel a real sense of inclusivity found seldom outside the internet.

So, what does this all mean?

As we shift towards more interactive Web 3 technologies, such as the metaverse, cryptocurrencies, and NFTs, we should realize they all have a common thread. Each has a unique history and lineage within gaming culture. As we become an increasingly online culture, it’s no surprise we are taking inspiration for our technology from the community who was online “before it was cool.” Discord started as a hub for gamers, the first glimpses of the metaverse were seen in 2003 with ‘Second Life’ , and gamers have long been buying virtual items with virtual currencies. This isn’t to say every advancement in gaming technology will be how you will access Facebook in the future, but it provides a unique view into the potential of what’s to come.

So You Want to Learn About the Metaverse?

Tue, 29 Mar 2022 19:14:55 GMT

While mentions of the metaverse may bring about visions of a far-away virtual reality second to our own, the truth of the matter is it’s already here.

The term ‘ metaverse ’ was first coined by author Neal Stephenson in his 1992 sci-fi classic, Snow Crash. The concepts he put forward have surely inspired what we have today, but in no way could he have imagined how expansive the metaverse would become.

One of the first real versions of the metaverse came in 2003 with the release of the virtual reality simulator Second Life . It was unique in the fact that there were no objectives, no storylines, and its users played solely to explore a new world and forge new friendships.

Countless titles have built upon the virtual-world concepts seen in Second Life, but none have had more success than Fortnite and Roblox. Bringing in 80 million and 200 million users each month respectively, these brands have transcended video game status and are now seen as the forerunners of the metaverse. By putting the in-game community first and allowing them to shape the content on the platform, they’ve fostered brand new worlds with unique ecosystems, and redefined the term ‘online community.’

If you are unfamiliar with Roblox and Fortnite, the metaverse is still a foreign concept you’ve only associated with Mark Zuckerberg and Meta. However, their idea for the metaverse is not far off from their video game predecessors. But rather than being a novelty, they hope the metaverse will be the go-to place for work, social events, education, commerce, and everything else.

This is where most people get lost.

Attempting to picture a future being controlled by a new abstract technology is overwhelming and too much to process at once. For example, if you were to go back to 2005 and tell someone that touchscreen phones would control every aspect of our day to day living, they’d probably take you to be a delusional optimist.

Given how integrated the metaverse is with the internet and our current technologies, mainstream audiences are also failing to grasp what is so unique about it. In its current state, the metaverse largely is just an extension of the internet and another tool to connect virtually. These advancements in the work and personal setting are nothing new, yet the metaverse is being hallmarked as the next great step in human communication.

There are many reasons behind this, but it’s most deep rooted in our overreaching expectations for the metaverse being in conflict with the limitations of our current technologies. Zuckerberg and many other leaders of the industry have said we are 5-10 years away from the metaverse truly being realized, yet, he’s advertised a virtual world akin to that of Ready Player One . In Zuckerberg’s world, we can attend in-person concerts as a full body hologram with our friends who are actually there. The logistics of this working the way that Zuckerberg wants may never happen, but new and constantly improving technology such as the Oculus headset give hope to a promising future.

Given that the metaverse will most likely be a part of our day to day soon enough, the best thing we can do to understand it is to get involved. Online platforms such as Decentraland , Roblox, and Fortnite are free to join, accessible through your computer, and in their beginning stages. While the barrier to entry may be high due to the technical nature of it all, there is an extremely active and passionate community offering resources and willing to help.

By learning more about the metaverse and becoming more involved, opportunities to succeed professionally and personally will come easier. As a marketer, the metaverse is perhaps the best opportunity to make strong and meaningful connections with younger audiences. This intimate level of marketing is becoming increasingly more attractive to a generation who have mindlessly scrolled on social media for over a decade. Many brands have already collaborated with these platforms within the metaverse to create customizable avatar pieces , sponsor in-game events, and contribute to the ever-growing VR Ecosystem.

Embracing the metaverse may be challenging today, but taking on that challenge will reap long-term benefits tomorrow.

Super Bowl LVI Wrap Up: The Future is Now

Mon, 14 Feb 2022 22:09:28 GMT

Whether it was the football, the halftime show, or the commercials, you couldn’t turn away from the TV last night. A picturesque night in Los Angeles and a full slate of light-hearted commercials was the ideal follow up to last year’s off-putting 37% capacity game due to COVID restrictions.

Coinbase's QR Code Commercial

One of the biggest winners of the night was Coinbase when they literally broke the internet. Using their 60 seconds to display a floating QR code similar to the DVD menu pages of old , Coinbase attracted so many users to their website that in the midst of the initial hype it crashed. For a more tangible measure of success, the Coinbase app surged from #186 on the US app store to #2 overnight .

FTX's Don't Miss Out Ad

While Coinbase had the most memorable ad for crypto (and perhaps for all ads), FTX made crypto feel the most casual. Employing the comedic efforts of Larry David, FTX points fun at technology critics both new and old. The ad sees Larry David being the central negative throughout all of human history denouncing technology from the wheel to space travel to present day with crypto.

With crypto being a technology so foreign to such a large percent of the population, FTX’s use of humor and relatability makes the new tech feel more natural (compared to the uncanny attempts of some of FTX’s competitors).

GM's Dr. EV-il Campaign

Continuing with the theme of the tomorrow, GM was able to sell their pitch for the future using some characters of the past. Mike Meyers was cast to relive his role as Dr. Evil where he plots for world domination after taking over General Motors. However, plans change once he learns that he is the second-most evil thing in the world behind climate change. The spot allows GM to highlight their line of all electric vehicles and cautiously tackle the issue of climate change.

Verizon's "Goodbye Cable" Ad

Verizon also used nostalgia to make their mark as they brought Jim Carrey in to revisit his role as the Cable Guy . Unable to process new 5G wireless technology, ‘the cable guy’ becomes infatuated and promises to return

Many of the other successes of the night come from perfect pairings. Zendaya and Andre 3000 came together to show-off Squarespace’s spectacular services in an alliteration riddled rollercoaster ride, Anna Kendrick and Barbie help show kids the downfalls of buying a home without Rocket Mortgage, and Dolly Parton and Miley Cyrus put together a quaint PSA to help ‘untrap’ 5G phones.

Following the troubling conditions surrounding last year’s game, this year’s mix of humor and optimism helped spur some great commercials with an even more empowering message. Oh, and the football was entertaining too.

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Where You May See Web 3.0 During the Big Game

Fri, 04 Feb 2022 14:36:45 GMT

Like the Bills and Chiefs normalized scoring 25 points in the span of 2 minutes, many companies are using the big game next Sunday to normalize new and emerging Web 3.0 technologies. Companies based in crypto, NFTs, and the metaverse are all getting in on the action by airing commercials themselves or collaborating with more established and recognized brands.

Crypto Companies Are Finally Joining the Party

Cryptocurrency exchanges such as FTX and Crypto.com are some of the largest companies solely dedicated to Web 3.0 technologies that are airing commercials during the game. It has been kept under lock and key as to what specifically they have planned, but we know something big is coming.

Crypto has long been in the public eye but never at the forefront due to its technical nature and high barrier to entry. Both FTX and Crypto.com have previously used sports to heighten their brand recognition and alleviate the confusion surrounding their products/services. For example, FTX has featured Tom Brady in past campaigns and Crypto.com acquired the naming rights to the Los Angeles Lakers’ home arena. However, both view the biggest football event of the year as their chance to assert themselves into the mainstream conversation and stay there.

Football, Beer, NFTs

Bud Light has partnered with the NFT project, Nouns, as a continuation of the company’s investment into the NFT community, and for a potential game day collaboration.

So, what exactly is an NFT?

As defined by etherem.org , “NFTs are tokens that we can use to represent ownership of unique items…letting us tokenize things like art, collectibles, even real estate.”

Bud Light and their parent company Anheuser-Busch InBev (AB InBev) first got involved in the NFT community when they purchased a Budweiser themed rocket ship NFT in August 2021.

In November, they went a step further and minted their own NFTs based on beer cans from the company's history. The launch came with great success as they sold out of all of their nearly 2,000 unique digital beer cans within an hour of release.

The latest revelation in the Bud Light-NFT partnership was an update to their Twitter profile picture, which now features the NFT, Noun 179 . Bud Light did not purchase this NFT, but rather was gifted it by the creators of the Nouns project in exchange for the trademark Nouns glasses to be used on real beer cans.

While nothing is set in stone for the big game, Bud Light and AB InBev have signaled their genuine interest in this new technology/community and a televised shoutout may not be so distant.

Watching from the Metaverse

Many beer companies have had to be creative when it comes to advertising during the game due to an exclusive licensing agreement between AB InBev and the NFL. To get around the traditional means of advertising on Sunday, Miller Lite has opted to open up a virtual bar within the metaverse and offer viewers a seat.

Miller Lite will be partnering with Decentraland to make this experience possible, allowing for participants to have access to exclusive features such as the initial viewing of Miller Lite’s own ad.

Molson Coors, the parent company of Miller Lite, has had success in past years dealing with the television restrictions. In 2021, they ran a campaign wanting to “hack” your dreams through ‘Targeted Dream Incubation.’ Though the technology and methods may not have been scientifically perfect, it drew eyes away from the TV and was seen as an overall success. Through the metaverse, Miller Lite hopes to attain similar results.

So, when viewing the game this year, enjoy the football, eat well, and mentally prepare yourself for the endless confusion that will come when you tell your family you can't hold a Bitcoin.

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Maximizing Social Media Presence in the Automotive Industry

Tue, 18 Jan 2022 15:51:18 GMT

The rapid shift in consumer behavior and buying preferences, as a result of COVID-19, has greatly impacted trends in the automotive industry. According to Alan Haig , an automotive retail consultant and president of Haig Partners, nearly 30% of U.S new car sales last year were completed online, compared to less than 2% before the pandemic. This digital acceleration has presented auto dealers with a great challenge. In the last year, dealers have had to invest not only in website development, but in a variety of marketing initiatives to ensure the effectiveness of their digital retailing. From Facebook and Google advertising, to email and content marketing, dealers have had to consider new tools and technologies to adapt to changes in shopper preferences.

Now more than ever it has become critical that the processes put in place by automotive dealers are compatible with today’s rapidly changing consumer. With a search engine optimized site that is consistent with brand identity, and a thorough digital marketing plan, dealers can reach new audiences, convert leads into sales and build long lasting relationships with customers, completely online. Maximizing organic social media presence on platforms such as Facebook and Instagram is an essential tactic for businesses to reach a wide audience and for dealers to display their inventory. Naturally, dealerships may want to exclusively showcase new and used inventory. However, it is necessary to have well-rounded content with a variety of posts and photos.

Follow the below tips for ideas on how to make the most of your social media presence:

Featured Vehicles

Share posts of in-stock and incoming new and used inventory so customers are aware of what the dealership has to offer. Highlight unique and compelling features such as interior and exterior colors, bluetooth capabilities, warranty offers, and more.

Showcase Deals and Promotions

Posting dealership deals such as national offers, service specials, or manager’s specials is a great way to gain exposure to promotions and engage customers looking for exclusive pricing.

Testimonials

Online reviews are a powerful way to build trust with your potential customers. Nearly 70% of shoppers read online reviews before making a purchase, so use this to your advantage and showcase your best customer reviews on your social media platforms.

Seasonal Content

Build a relationship with your audience and become their resource for vehicle care by producing relevant, useful, and trustworthy content. For example, share holiday posts and service reminders as seasons change.

Community Involvement/Events

Has your dealership participated in a fundraiser or charity event? Creating a connection with your local community is important in order to spread the word about your dealership. Word of mouth is essential for growth.

New Vehicle Announcements

Have new vehicles or upgrades to existing models coming out? Tease out the release before the vehicle is available to create excitement of the upcoming release. . Share photos, videos, and information on when the vehicle will be available, and educate your audience on all of the new features! Scheduling Private viewings or test drives are great ways to drive your potential customers into the dealership.

Brand Trivia

Encourage your audience to interact with your posts, by asking engaging questions. For example:

What is the best selling Toyota of all-time?

Highlander
Camry
Land Cruiser
Corolla

DIY Service Tutorials

Share videos of an employee explaining tips and tricks for vehicle maintenance such as cleaning foggy headlights. This will build trust with your followers.

Vehicle Showcase Videos

Showcase available, in-lot vehicles with compelling interior and exterior features as well as unique features.

Online Shopping Tools

As previously mentioned, car purchases are happening online more than ever due to the COVID-19 pandemic. Use social media to display online tools that make buying a car easier for customers by driving them to financing information, trade-in forms, and payment calculators on your website.

Contact us today to implement the proper marketing efforts to accelerate your digital efforts in the automotive industry. We partner with local and national automotive dealers to develop and execute coordinated marketing efforts that encompass cohesive brand identities, selling events, digital marketing strategies, website management, content creation, email and more that are compliant with manufacturer standards.

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A Year in Review: Digital Marketing in 2021

Wed, 29 Dec 2021 20:55:57 GMT

2021 was another tumultuous year. People continued adjusting to the “new normal” caused by the coronavirus pandemic, families and friends reunited as vaccines became widely available, and new variants emerged. Throughout the ups and downs of navigating the past year, people took to social media to express their thoughts, anxieties, and to be creative. Many social media platforms released year in review articles that reflect both the hardships and victories we all experienced in 2021. Here’s a roundup from the most popular platforms.

GOOGLE’S YEAR IN SEARCH

In an emotional two minutes, Google’s Year in Search for 2021 centers around healing. Encapsulating the anxieties felt by many about, well, everything that has happened in the past two years, the recap also features moments of hope and community. Climate change, racial justice, and mental health are all at the forefront. The tech giant also created an interactive timeline on their website where you can scroll through trending searches month by month.

Top Ads on YouTube

At the end of 2020, Youtube announced that they would not be creating their annual “YouTube Rewind” compilation due to the unusual nature of the year. On October 7, 2021, YouTube confirmed that they decided to cancel Rewind for good, but are planning to introduce “a different and updated kind of experience.” Instead, to celebrate the end of 2021, YouTube created a year end wrap up of the most popular ads on the platform in the US. Coming in first was Amazon’s Big Game Commercial: Alexa’s Body, followed by another Super Bowl ad, T-Mobile’s Tom Brady and Rob Gronkowski commercial. Movie and TV show trailers, Peloton’s Beyonce Classes, State Farm’s Drake From State Farm commercial, and more rounded out the top 10.

2021 #OnlyOnTwitter

Twitter also compiled the most popular Tweets, Retweets, Emojis, and more in their #OnlyOnTwitter recap. Unsurprisingly, politics were a recurring theme, with number one being “It’s a new day in America.” from President Joe Biden. The second most liked Tweet was from K-Pop singer, JungKook, from BTS, with a kissing face emoji. Third was Twitter’s “hello literally everyone,” during the infamous Facebook and Instagram outage, followed by a Tweet from Barack Obama congratulating Biden, and then Kamala Harris celebrating the beginning of a new term.

Facebook Year in Review

Facebook (or Meta, as they are in the process of rebranding) had a bit of a rocky year. Between political tensions and the pandemic, the dangers of online misinformation and hate were brought to the surface throughout 2021. In October, whistleblower Frances Haugen told Congress that Facebook harms children and fuels division in the US for profit. Right after the hearing, Facebook experienced a significant outage that lasted over five hours, resulting in users fleeing to Twitter . Shortly after, Facebook renamed itself Meta, and announced that they plan to create an immersive digital experience for users.

Spotify Music Streaming Recap

Spotify’s very popular “Spotify Wrapped” was released again this year. It allowed users to see their most popular songs and artists in a story format, making it easy to share their statistics on multiple social platforms.

The streaming service also shared an article showing what the world streamed most in the past year. For the second consecutive year, Bad Bunny was the most streamed artist in 2021, receiving over 9.1 billion streams without even releasing a new album. In second place was Taylor Swift, unsurprisingly, following the re-release of her 2012 album, Red. After Swift was K-pop group, BTS, followed by Drake and Justin Bieber who both released albums in 2021. Spotify shared the most streamed songs globally as well as the most streamed albums, with up and coming pop star Olivia Rodrigo taking the first spot in both categories, with “drivers license” and SOUR respectively. For podcasts, The Joe Rogan Experience was number one for the second year in a row, followed by Call Her Daddy , Crime Junkie , TED Talks Daily , and The Daily . Other notable trends included the increase in throwback albums (released more than 20 years ago), an increase in plant and gardening-themed playlists, and over 42 million streams of vaccine-related playlists.

Year on TikTok

TikTok, the app which took off in 2020 as people were stuck inside looking for distractions, continued to grow in 2021. Over one billion people were on the app this past year, and to celebrate, TikTok released a list of “trends, moments, and movements'' that included categories like fyfaves, powered by joy, the playlist, breakthrough stars, only on tiktok, voices of change, and more! Some highlights were Noodle the pug , gymnast Suni Lee celebrating her Olympic gold , and the Please Don’t Go trend . Creators like Olivia Rodrigo , Anna Sitar , and Emily Mariko were also featured for their popular content and large followings.

Does your 2022 digital marketing strategy need some revamping? Contact us and we’ll reach out to see how we can help!

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How To Target An Audience Without 3rd Party Data

Tue, 23 Nov 2021 15:58:06 GMT

In digital marketing, third-party data provides key insights into customer behavior and habits . This data helps advertisers to achieve better ad targeting, which means customers can enjoy a more personalized shopping experience . Third-party data has recently become more difficult to obtain due to new user privacy settings in Apple’s iOS 15. Apple Mail no longer supports pixels, which means that senders are not able to collect valuable user information to hone their email marketing strategies. Apple users also have greater flexibility in choosing which apps can track their activity. Over 60 percent of iPhone users are opting out of app tracking based on App Tracking Transparency prompts according to a recent CNBC report . On top of this, legal regulations such as the California Consumer Privacy Act and the General Data Protection Regulation allow users to scale back the amount of data that is shared with third parties.

What can advertisers do to still deliver individualized experiences to customers? Check out our tips below!

Collect First-Party Data

First-party data is information that is gathered directly through an organization’s website, social media, POS, or digital advertisements. For example, a lead generation form requires customers to provide personal details such as their full name, email, phone number, or address. This information can then be stored into a Customer Relationship Management (CRM) software and used later for marketing campaigns. To get started with gathering first-party data, consider offering customer incentives such as special discounts or loyalty rewards in exchange for filling out a lead form. This also means adding in an opt-out option so the data is submitted willingly by users. First-party data can also be found through monitoring how customers engage with different posts on social media. Comments, likes, reactions, and shares are all useful in learning about what certain customers like and dislike.

Leverage Available Analytics
Many website platforms such as Squarespace offer important metrics such as views, bounce rate, and conversions. These metrics can be used to determine whether a page is successful. They can also be helpful to gauge the impact of a site change such as a page redesign. Some sites have an abandoned cart feature that will send an email when a customer leaves the site before purchasing, which is an added way to target customers. Other platforms like Google Analytics can allow advertisers to view more details such as session duration, location, and unique visitors. On social media, both organic posts and paid advertisements have analytics available. Facebook has a “Post Details” tool that shows organic impressions, reach, negative feedback, clicks, and engagements. Instagram has a similar tool under the “Account Insights” section.

Utilize Contextual Targeting

Contextual advertising means that advertisements will appear next to related content . For example, keyword targeting allows advertisers to have their ads displayed next to keywords that they choose. Google employs this advertising technique through AdSense. When advertising with Google Display Ads, Google selects webpages in its Display Network that match different parameters such as keywords, language preferences, and location. Although contextual advertising is not able to capture as much nuance as behavioral targeting, a 2019 poll from DigiDay shows that 45 percent of publisher executives felt that there was “no notable benefit” to behavioral ad targeting, and 23 percent said that behavioral targeting resulted in declining ad revenues. Overall, contextual advertising ensures that customers still receive personalized ads without the use of third-party data.

Discovering a marketing strategy without access to third-party data can be challenging.

Ready to get started? Contact us today !

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2021 Holiday Ad Campaign Wrap Up

Fri, 19 Nov 2021 15:20:49 GMT

With supply chain issues delaying how soon products can be delivered, brands have been rolling out holiday campaigns earlier than normal this year to encourage consumers to make their purchases sooner. Here are some of our favorite 2021 holiday ad campaigns.

Amazon’s Holiday Commercial Featuring New Adele Song

Amazon’s latest holiday campaign debuts Adele’s new song , ‘Hold On,’ from her highly anticipated new album. The ad follows the story of a woman befriending her neighbor while struggling to adjust to the new normal since the beginning of the pandemic.

Peloton’s ‘When Your Workout is a Joy, It’s a Joy to Work Out.’

Learning from their past mistakes, Peloton decided to create a humorous adaptation of a classic for their 2021 holiday campaign. The ad tells the story of how A Christmas Carol’s Ebenezer Scrooge finds holiday joy through exercising on his Peloton bike.

Coca Cola’s ‘Real Magic’ Campaign

Coke’s ‘Real Magic’ campaign embraces community and closeness after over a year of social distancing. The ad follows a young boy who brings his community together by creating a cardboard chimney for his neighborhood to deliver presents to each other.

Macy’s ‘Tiptoe and the Flying Machine’ Ad

Macy's introduces a blue reindeer named Tiptoe to their latest holiday ad. Initially afraid to fly, Tiptoe overcomes her fear with the help of her friends. In the 2021 Macy’s Thanksgiving Day Parade, Tiptoe will make an appearance as an animated balloon. Plush dolls of the reindeer will be donated to local charities and Make-A-Wish.

Chase’s Home Alone Ad featuring Catherine O’Hara and Kevin Hart

For Chase Bank’s first ever holiday ad , they decided to pay homage to the classic Christmas movie, Home Alone . Catherine O’Hara returns as a distressed Kate McAllister, frantically searching for her missing son, Kevin. She instead runs into Kevin Hart, who is out Christmas shopping.

Aldi’s ‘A Christmas Carrot’

Grocery giant Aldi puts their spin on Charles Dickens’ A Christmas Carol in their 2021 holiday ad titled, “A Christmas Carrot.” The ad stars Ebanana Scrooge, who is greeted by the Spirit of Christmas and learns about the true meaning of the holiday season.

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How Brands Reacted to Taylor Swift's Re-Release of Red

Thu, 18 Nov 2021 13:20:14 GMT

On November 12th, Taylor Swift released her highly anticipated re-recording of her hit 2012 album, Red as she reclaims ownership of her past albums after having her masters sold to a private equity firm. The re-release features not only the original tracks, but 10 “From the Vault” unreleased songs, including a 10 minute long version of fan favorite, “All Too Well.” Eager to capitalize on the hype, brands quickly reacted to the album’s release on Twitter and social media. Here are some of our favorites:

Starbucks

Not only did the coffee brand tweet about Swift’s latest release, Starbucks also partnered with her to launch ‘Taylor’s Version’ of a latte (a Grande Caramel Nonfat Latte). They announced the collaboration the same day the album was released, Friday, November 12th.

Chili's

The Empire State Building

Sour Patch Kids

Panera Bread

Starburst

Etsy

GoFundMe

Olive Garden

Domino's Pizza

Chips Ahoy

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Creating Recipe Content for the Holidays

Mon, 01 Nov 2021 16:33:50 GMT

The holiday season is nearly upon us and many get into the spirit with music and decorations, but perhaps the best way to welcome the “most wonderful time of the year” is through festive recipes. Social Media has made discovering recipes easier than ever, giving consumers a chance to experiment with new meals and baked goods beyond their favorite family recipes. If your brand is producing recipe content this season, read our tips below to ensure the best results:

Know Your Audience - Not everyone has the same cooking or baking experience, let alone time to make a complex recipe. Some recipes require much more time and ingredients than others so it is important to consider who your target audience is. Longer, more involved recipes may be better as a tutorial YouTube video or listed on Pinterest with a link to the full recipe. Meanwhile, simpler recipes can more easily be followed on TikTok or Instagram Reels.
Prioritize Accessibility - While some people may be eager to make a trip to the store before embarking on their kitchen adventure, it is wise to share a recipe that uses common household ingredients. Unusual ingredients may be fun additions, but keep them to a minimum or provide a simpler alternative so as not to deter beginners from trying out your recipe.

Organize Your Recipes - No matter the platform in which you are sharing your recipes, it is important to categorize so consumers visiting your page can easily navigate to find what they are looking for. Below are recommendations per platform:

Pinterest - Set up boards to organize your recipes. Board titles should be simple but specific, for example: Vegetarian Desserts, Holiday Dinners, Gluten-Friendly Goodies, One-Sheet Meals, etc. Be sure to also include descriptions and keywords so that your pins are more likely to be found.
TikTok - In May of 2021, TikTok launched their playlist feature to make it easier to organize videos by theme. Utilizing this feature will help your audience find exactly what they are looking for, develop a niche, and ultimately increase views.
YouTube - Before TikTok’s playlists there were YouTube playlists, which are another great way to organize longer form videos that may not be optimal to be shared on TikTok. In order to reach more of an audience, be sure to add titles, tags, and descriptions to not only your videos but also your playlists. This will play into the YouTube algorithm and make it more likely that your videos will be recommended to those watching similar content.

Presentation is Key - Recipes are only as good as they taste, and look! Having compelling photo and video associated with your recipe will capture your audience on the first impression and will draw them in to want to learn more and eventually make the recipe for themselves. Include a combination of colors and keep your plating minimal with relevant props in the background.

There are endless recipes to try throughout the holiday season and while it may seem challenging to get yours to shine through, remember these tips and the right audience will find your content. For seasonal recipes and entertaining tips, visit grainandvine.com .

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Changing of Shopper Habits

Wed, 27 Oct 2021 18:01:44 GMT

Shopping habits will never be the same again!

The COVID-19 pandemic caused a significant shift in the way consumers shop. Everyday routines were altered and store shelves were quickly emptied. As a result, supply chains tightened up and it became a scramble to find simple necessities and basic food staples. People began to grow tired of waiting in lines and online shopping along with curbside pick-up became the new norm. Ultimately, the pandemic affected what we buy, how we buy it, how we pay for it and the future of retail marketing for good.

The Future of Grocery Shopping

A survey taken by Shopkick, a shopping rewards app, reported that 6 out of 10 consumers claimed that COVID-19 permanently altered their shopping routines. During the early stages of the pandemic, stockpiling items became something like a security blanket, therefore, people began to make fewer but larger shopping trips. About 45% of the survey respondents told Shopkick they began to buy groceries online due to pandemic concerns and plan to stick with this habit with convenience in mind, as schedules get busy again.

Instacart, the world's largest online grocery service with over 500 million products available from 40,000 stores, conducted a report highlighting the ways that the pandemic has transformed 100 years of grocery habits. After the first stay-at-home order was issued on the evening of March 19, 2020, millions signed up for online grocery delivery almost immediately. An online Instacart survey recently conducted by The Harris Poll found that nearly half of all Americans (48%) say they ordered groceries online during the pandemic. As a result, there will likely be a sustained boost in shopper-customer chat now that consumers are more accustomed to the benefits that come with communicating directly with their shopper.

Additionally, the shopper profile has changed drastically as nearly 3 in 4 Americans who were the primary grocery shopper for their household before the pandemic (74%), reported that an additional household member has taken on grocery shopping responsibilities since the start of the pandemic. Younger generations have stepped in to help along with consumers over the age of 60 turning to online grocery shopping to get their food delivered safely and reliably. Instacart saw a 9% increase in the number of seniors using the service (the largest jump within any age group) which led to the creation of Instacart’s ( Senior Support Service ). Instacart continues to see a steady rise in seniors coming online to use this service, which has been growing by about 1,000 customers daily. Another grocery shopping habit that has changed is the gravitation towards midweek orders placed earlier in the day compared to the old 90-minute Sunday shop. As routines shifted and work arrangements became more flexible, Instacart orders placed during local work hours of 9 a.m. to 5 p.m. increased by 32% in 2020 and orders placed on weekdays grew by 8% platform-wide.

Overall Shopping Habit Shifts

A Global Consumer Insights Pulse Survey organized by PwC revealed the significant shift to digital consumption and the continued increase of shopping using connected devices such as smartphones, tablets, and smart voice assistants (Amazon Echo, Google Home, etc.). The report found that more than 50% of the respondents used digital devices more frequently than they had 6 months earlier and that the use of smartphones for shopping purposes has more than doubled since 2018. Another habit adjusted by the pandemic is the decline in brand loyalty. As people continue to shop from their sofas and home offices, 75% of U.S. consumers said to have tried a new shopping behavior because of the pandemic, with over a third of them (36%) trying a new product brand. Most explained that they intend to continue these new shopping behaviors well beyond the pandemic times.

What Your Brand Can Do To Adapt

With all of these new shopping habits, it's critical for your brand to continue to provide a seamless experience for your consumers. The 4 ways that Google recommends you stay ready for every shopping journey are to be visible, take a stand, be flexible, and embrace the change. In order to remain visible while competing with other brands, it is necessary to show up throughout the purchase journey where all of your information on products, services, and availability are crystal clear. Taking a stand means giving people a reason to support your brand by making your stance on important key issues and finding authentic ways to follow through. Since convenience has become such an influence on shopping habits, flexibility in your delivery and collection options is necessary. Shopping habits are ever changing, embracing this change and preparing for the short-term/rapid shifts in demand will benefit your brand in the long run.

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TikTok vs. Reels

Wed, 20 Oct 2021 16:51:45 GMT

When everyone was stuck at home during the beginning of the coronavirus pandemic, short-form video platform TikTok began to blow up overnight. In 2020, the app was downloaded 850 million times . Naturally, Instagram responded to this trend with the launch of Reels , a feature that allows users to create short videos with different sounds and effects, and bears a striking resemblance to TikTok. However, the two platforms differ in audience, algorithms, and editing options. Here are the biggest differences between TikTok and Reels to help you decide which would be better for your brand.

Video Length

Initially, TikTok allowed users to record up to a minute of content, with 15 second clips being very popular. However, in July of 2021, the app extended the maximum length to a whopping three minutes . Reels, on the other hand, started out with a 30 second cap, and have since increased to a minute long . Brands should keep in mind the length of the content they plan to post when deciding between TikTok and Reels.

Sharing Options

Instagram has more options for the kinds of content users can share. The app started out as a photo sharing platform, and eventually added more features, like Stories, Videos, and Reels. TikTok only allows users to share short videos, which are shared directly to users’ feeds, while Reels can be shared in feed, in the Reels tab, in Stories, and more recently, on Facebook . Creators can now make Reels on Facebook, and gain more exposure through the platform’s newsfeed.

Captions and Comments

TikTok limits video captions to 100 characters, while Reels have a limit of 2,200 characters, so TikTok users rely heavily on their videos to get their point across. Comment length is also limited on TikTok, with users only being able to post 150 characters at a time. If your goal is to start long discussions with your followers in the comment section, Reels would probably be a better option.

Video Editing

It is important to consider how customizable the platforms’ video editing capabilities are. TikTok gives users an endless amount of options when it comes to editing. Users can add their own filters, use community filters, add voice overs, create their own music or sounds, use different fonts and emojis, and duet other videos. Reels are very limited in their options for editing in comparison to TikTok. Reels allow users to add audio, text, emojis, or gifs, and Instagram also introduced Remix Reels, which mimic TikTok’s duet feature.

Algorithm

Brands and users struggled to decode TikTok’s algorithm as they realized how easy it was for certain videos to go viral overnight. Eventually, the platform released a post sharing how they recommend videos on their For You Page. The TikTok FYP is customized based on users’ interests, through interactions such as likes, comments, and shares, what kind of content and hashtags they post, and the language they use to search for videos. Instagram hasn’t said much about their algorithm for Reels, but they do curate the content in the Explore section based off of users’ interactions. However, TikTok’s algorithm is much more personalized, with no two people’s FYPs looking the same.

Paid Advertising

Advertising is very different on TikTok, because the cost of running ads is very high. Bigger brands like Nike and Disney have no problem paying for TikTok’s $500 minimum per campaign. TikTok’s rapid growth allows them to charge more for ads, because brands are quickly trying to capture the app’s audience. If your brand is smaller and can’t afford to buy ads, collaborating with influencers could be a good way around the platform’s high advertising price. In July of 2021, Instagram introduced ads on Reels to help better compete with TikTok.

Audience

Although TikTok and Reels are similar in content, they are very different in demographics. TikTok's primary user base is younger than Instagram’s, between 14 and 24 years old , and there are very few users over the age of 34. 57% of Instagram users are between 25 and 30 and the next biggest age groups are people from 18 to 24 and people from 30 to 49. If your target audience is on the younger side, TikTok might be a better fit for you.

Although TikTok and Reels both offer similar types of content, they have different demographics and can help your business achieve different goals. It might be worth trying both to see what works best for your brand and reach a wider audience! However, brands should be wary of reposting TikToks onto Reels. In February 2021, Instagram posted best practices for improving the performance of your Reels . Posting videos that have been “visibly recycled from other apps'' will actually hinder their performance because the algorithm will downrank them. In other words, be sure to make your TikToks and Reels separately so that they’ll reach more people!

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The Shoppe - Google Bans Climate Change Deniers From Making Money, Instagram Merges IGTV With Feed Videos, TikTok Sound Partners & More!

Wed, 13 Oct 2021 13:08:55 GMT

Welcome back to The Shoppe! This week, we’re talking about Google banning climate change deniers from making money on YouTube, Instagram merging IGTV with feed videos, TikTok’s new Sound Partners, and the do’s and don’ts of social media management. Don’t forget to subscribe so you can be notified every time we post!

Google Bans Climate Change Deniers From Making Money on YouTube

In an ongoing effort to prevent the spread of misinformation, Google announced a new monetization policy for Google advertisers, publishers, and YouTube creators that “ will prohibit ads for, and monetization of, content that contradicts well-established scientific consensus around the existence and causes of climate change. ” In other words, there will be no ads displayed on content that suggests climate change isn’t real. The tech giant also released a feature in Google Flights that lets you search for flights based on carbon emissions. Last week, Google also banned content that makes false claims about approved vaccines.

Instagram Merges IGTV With Feed Videos

Last week, Instagram decided to combine IGTV and feed videos into one format called Instagram Video. The app also created a new tab on users’ profiles for videos, hoping to make it easier for people to find new video content and have a more streamlined experience. After watching a video, users will have the option to keep scrolling to watch related videos. Instagram has also changed the name of its video ads from IGTV ads to Instagram In-Stream video ads, and businesses that want to boost their videos to reach more users cannot use videos that are longer than 60 seconds.

TikTok Adds Sound Partners to Help Brands Improve Reach

TikTok introduced six certified Sound Partners to their Marketing Partners program to help brands create sound-on strategies. The companies in the program are either categorized as Custom Sound, which means they’ll help advertisers make their own sounds for campaigns, or Subscription Sound, which offers brands project-based licensing plans for existing sounds that can be a monthly, yearly, or project-based plan. Music production firms and agencies in the Custom Sound Category include Karm, MassiveMusic, and The Elements, while Epidemic Sound, Songtradr, and UnitedMasters are in the Subscription Sound category. Sounds play a huge role in TikTok, and using or creating a viral sound can make or break a brand’s success on the app.

The Do’s and Don’ts of Social Media Management

Businesses are gearing up for the holiday season and it’s essential to have an effective media strategy planned out in order to gain new customers. Software company Meltwater shared a checklist detailing how to leverage your social media this winter.

Do’s:

Be active on sites where your audience spends time
Optimize your social media profiles
Target influencers who are relevant to your industry
Publish high quality content that your audience finds valuable

Don’ts:

Don’t forget about your social media
Don’t ask for likes, shares, or followers
Don’t share the same content over and over again
Don’t over-promote your content

Read the full guide here .

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Sustainability in Marketing and How to Avoid Greenwashing

Thu, 07 Oct 2021 15:11:58 GMT

Esteemed naturalist, David Attenborough warned that climate change is “the biggest threat to security that modern humans have ever faced.” The increasing urgency of fighting the climate crisis has caused many brands to release eco-friendly campaigns and change their practices to be better for the environment. Not only is this trend good for the planet, but it’s appealing to consumers too. In fact, a Nielsen report from 2015 showed that 66% of consumers are willing to pay more for environmentally friendly products, and this number jumps up to 72% for millennials. However, this trend has caused many brands to become guilty of greenwashing, whether they are aware of it or not.

What is Greenwashing?

Greenwashing is when a company uses marketing strategies to trick consumers into believing that their products and business practices are environmentally friendly, when they are not. Some brands, like Volkswagen , have used greenwashing to distract from their not so eco-friendly practices. Others may be greenwashing without realizing it due to not being informed enough about the details of their supply chain coupled with vague or unclear verbiage like “vegan,” “organic,” or “natural.”

What Should Brands Do to Avoid Greenwashing?

1. Base your marketing off of facts . Make sure you know what your company’s supply chain is like and if you’re going to make any statements about how “green” your company is, be 100% sure you can back it up. Any miscommunications or exaggerations have the potential to receive serious backlash from consumers (and lawsuits). Steer clear of vague and ambiguous words that you can’t quantify or prove.

2. Don’t just make it a passing trend. Some brands, like clothing retailer H&M , have created “sustainable” lines, while the rest of their products and business practices are not eco-friendly. If you’re going to release green products, show you’re committed by making sustainability a company-wide initiative. Consumers can tell when a company isn’t being authentic and will be quick to call you out if you’re just using sustainability as a marketing tactic.

3. Avoid misleading creative choices. Try not to use images that could be interpreted as sustainable, like the color green and other nature imagery. Using packaging and designs that hint at eco-friendly business practices is deceptive and suggests that sustainability is just a trend rather than a movement.

4. Collect sustainability credentials. One of the best ways to gain trust from eco-conscious customers is to have the credentials to back up your claims. The best known credential in the US is the Federal Trade Commission’s Green Guide. Getting certified will make you stand out from your competitors and you won’t have to worry about getting in trouble for using words like “sustainable” or “eco-friendly,” because you’ll have the credentials to prove it!

5. Don’t lie. This should be a no brainer, but consumers will respect and trust your brand more if you admit that you’re not perfect! If you make a mistake or aren’t quite as sustainable as you’d hoped, be honest with your customers and let them know that you’re working to improve your practices to be more eco-friendly.

Which Brands Are Approaching Sustainability the Right Way?

Patagonia

A world leader in sustainability, outdoor outfitter Patagonia has built its entire brand off of protecting the environment. The brand has proven that they are committed to this mission by using mostly recycled materials, offering a lifetime return and repair program, encouraging consumers not to buy their products , and promising to go carbon neutral by 2025.

Girlfriend Collective

Activewear brand Girlfriend Collective has gained a large following over the past few years and they’re known for their eco-friendly and stylish workout clothes. They make their products from recycled materials, properly discharge the wastewater in their supply chain, and they even started selling a microfiber washing machine filter that traps microplastics before they enter the water stream.

Pela

The most sustainable phone case on the market, Pela, is 100% compostable. The brand created a faux plastic made of compostable bioplastic elastomer and flax straw called Flaxstic® . They also offset their carbon footprint by purchasing verified carbon credits to be Climate Neutral Certified.

Blueland

First appearing on the TV show Shark Tank , Blueland produces eco-friendly cleaning products. Consumers only need to buy their reusable bottles once and then can purchase cleaning tablets starting at $2. These tablets are made from eco-friendly ingredients and only require water. Blueland uses recyclable or compostable packaging, carbon-neutral shipping, and they are Climate Neutral Certified.

Bathing Culture

Committed to serving people and the planet first, Bathing Culture has greatly impacted how sustainability is approached in the body wash industry. Their formulas are biodegradable, concentrated, and toxin free . Their #NoNewPlastic campaign promotes recycled bottles that customers can get refilled by a retailer near them.

Sustainability is only becoming more and more relevant, and businesses have the opportunity to make impactful change. Consumers’ priorities are changing, and brands should take the time to consider their impact on the environment and what they can do to improve moving forward.

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The Shoppe - Starburst's Berries and Creme TikTok Contest, Etsy’s Shoppable Virtual House, Facebook’s Outage & More!

Wed, 06 Oct 2021 13:07:14 GMT

Welcome back to The Shoppe! This week, we’re talking about Starburst’s Berries and Creme TikTok contest, Etsy’s shoppable virtual house, Facebook’s outage, and what happens on the internet in one minute. Don’t forget to subscribe so you can be notified every time we post!

Starburst Launches Berries and Creme TikTok Contest for Halloween

A Starburst commercial that aired fourteen years ago has resurfaced and gone viral on TikTok as users have been posting videos imitating the Little Lad who loves berries and creme. To build off of this momentum, Starburst has started a contest on the app where users who post their best impression using the berries and creme sound have the chance to win a Starburst Little Lad Halloween costume, which includes a wig with a bob and bangs, an oversized jacket with a frilly collar and cuffs, pantaloons, and matching socks. The timing of this trend worked out perfectly for the candy brand, as consumers are stocking up on sweets in preparation for Halloween.

Etsy Releases Shoppable Virtual House

Online handmade goods marketplace Etsy opened the Etsy House last week, an augmented reality experience. Users can tour a virtual house decorated with curated items available for purchase online, like furniture and artwork. Partnering with a creative visualization studio called The Boundary, Etsy said that users can hover over products they like to see more information and get the link to the product page. More and more eCommerce companies are turning to augmented and virtual reality to deliver a better shopping experience from home, which many consumers may prefer over crowded stores, especially as the COVID variants continue to spread.

Facebook and its Apps Experience Outage

On Monday, October 4th, Facebook, Instagram, and WhatsApp all went down at the same time. While it’s not unusual for a social network to experience outages, it is rare for such a large network to have multiple apps go down simultaneously. The outage lasted for almost six hours, and Facebook released a statement explaining that it was caused by a configuration change to its routers. The company did not go into much detail, but they said, “this disruption to network traffic had a cascading effect on the way our data centers communicate, bringing our services to a halt.” The outage occurred less than 24 hours after whistleblower Frances Haugen appeared on 60 Minutes accusing the company of encouraging hate speech for profit. As a result, Facebook’s stock also dropped up to 6% in shares , experiencing their worst single day decrease since October 30, 2020.

What Happens on the Internet in One Minute of the Day

Today, people are more virtually connected than ever, a trend that was accelerated by the pandemic. Between social media, online shopping, and various messaging apps, people spend a very large portion of their time on the internet. To put this in perspective, cloud software company, Domo, created an infographic called Data Never Sleeps, which details statistics measuring what’s happening during a single minute of the day on the internet. In one minute...

Instagram users share 65k photos
Facebook users share 240k photos
TikTok users watch 167M videos
12M people send an iMessage
Snapchat users send 2M Snapchats
Amazon customers spend $283k
YouTube users stream 694k hours

Read the full infographic here .

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7 Tweets from Brands About the Facebook Outage

Mon, 04 Oct 2021 21:39:07 GMT

Since Monday morning, Facebook, Instagram, Messenger, WhatsApp, and Oculus VR have all been experiencing an outage. The platforms went down simultaneously, and brands quickly rushed to Twitter to make jokes about it. Here’s a quick roundup of some of our favorites:

1. Instagram

2. MTV NEWS

3. Lowe's

4. Groupon

5. Hootsuite

6. Old Navy

7. IHOP

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How to Grow Organically on Social Media

Mon, 04 Oct 2021 14:21:53 GMT

Although social media has been around for a while now, platforms continue to adjust and change their algorithms. As a result of this, organic reach is declining quickly. Creating your own organic content can be discouraging because of how tricky it is to reach the right audience, but when executed correctly, it can pay off immensely in the long run. Here’s some of our top pieces of advice for growing organically on social media:

Be Consistent

Making sure your audience actually sees your posts is one of the most important things a brand can do while trying to grow on social media. Brands should create a schedule of posting multiple times per week and testing out different posting times. Think about your audience’s behaviors. The best time to post on social media is mid-morning on weekdays, since most people are too busy to go on social media on weekends.

Run Promotions and Contests

Who doesn’t like free stuff? Contests and giveaways are a great way to get people’s attention and earn some new followers. Be sure to make one of the requirements to follow your account and share your post to get more people to see your content. Depending on your industry, it might be smart to partner with another brand so you get exposure to their audience as well.

Post Content on Multiple Platforms

Brands can benefit greatly from having multiple social media accounts, because each platform can reach different audiences and serve different purposes. Different social media platforms also let you experiment with different mediums like blogs, videos, and pictures, and they can help you increase your likelihood of appearing higher up on search engine results.

Be Recognizable

Your social media should align with your company branding, and it should be uniform across all platforms. This way, it’s easy for consumers to recognize your brand and it looks more professional. Be sure to include your logo as your profile picture and include your mission statement somewhere on your page.

Use the Right Hashtags

Hashtags are a great tool for growing on social media, but they only work if you’re using the right ones. Make sure you use hashtags with varying degrees of popularity, and try to think about what hashtags your potential customers would be searching.

Interact With Your Followers

When you take the time to engage with your followers, you’ll make them more likely to trust and follow you. Responding to users’ comments and commenting on their posts will make your account seem more human and build a relationship with your audience.

Make Sure Your Content is Evergreen

If content is evergreen, it will always be relevant no matter how much time has passed. Some examples would be resources, how-to posts, and product reviews. Posts like these will increase traffic to your page , it’s easy to revise and adjust as needed, and it requires a lot less work than content that has an expiration date.

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The Shoppe - Albertsons’ Shoppable Videos, 2022 eCommerce Trends, Busch’s Outdoor Coworking Space & More!

Wed, 29 Sep 2021 13:02:59 GMT

Welcome back to The Shoppe! This week, we’re talking about Albertsons’ shoppable videos, 2022 eCommerce trends, Busch’s outdoor coworking space, and why brands should be implementing user-generated content. Don’t forget to subscribe so you can be notified every time we post!

Albertsons Creates Shoppable Videos

Partnering with tech startup Firework, grocery giant Albertsons has ventured into shoppable livestream video experiences. The brand is currently testing out remote controlled delivery robots, so their interest in the digital sphere doesn’t come as a huge surprise. Short, shoppable videos are launching on Albertsons’ websites in October. The videos will contain food-related content like cooking tips and recipes to encourage customers to make purchases from their store. Vice president of digital marketing at Albertsons, Usman Humayun explained , “Short-form video is the right format for us because our customers have so much content to consume, and it challenges us to make a high impact in a shorter time frame.”

eCommerce Trends to Look Out for in 2022

The digital landscape is constantly changing and online shop owners must stay up to speed on the latest trends in order to thrive. Red Website Design recently shared an insightful infographic with ten eCommerce trends to expect in 2022. Here are the key takeaways:

One-Time Buyers Are the Challenge
Online Selling Will Get Bigger
Customized Packaging
Rise of Mobile Shopping
Multichannel Personalization
Better Payment Processing
Voice Shopping to Take Centre Stage
Focus on Green Consumerism
Social Media Enters Online Shopping
Increased AI Use in eCommerce

Read the infographic here .

Busch to Host Outdoor Coworking Space

Beverage brand Busch brings on a new meaning to remote work with an outdoor coworking space in rural Northern Colorado. Treework, a parody of coworking space WeWork, will be open from October 4-8 and will offer Wi-Fi, Busch Light happy hours, grills, bonfires, and space to camp outside. Many people are still working fully remotely, and Busch hopes to alleviate stress by spending some time in the great outdoors. The brand shared a study done by OnePoll that stated that 29 minutes spent outside can increase your productivity by 45%. There are only seven spots up for grabs and customers can try to reserve one on Busch’s website for a chance to getaway.

Survey Shows that UGC Boosts Trust and Loyalty in Brands

The pandemic has accelerated the rate at which brands are turning to eCommerce rather than brick and mortar stores. Brands need to be able to figure out what digital strategies will best appeal to consumers, especially as holiday season quickly approaches. A report from Stackla found that 83% of people wanted more authentic shopping experiences and 70% value having personalized experiences. The biggest takeaway from the report was that brands should implement user generated content to increase authenticity and engagement. Only 19% of consumers found content created by brands to be authentic, and 10% felt the same way about influencer content. Seeing content from a fellow consumer makes people trust that the product will be high quality and makes them feel like they matter to the brand.

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The Shoppe - Neutrogena’s First TikTok Campaign, Pandemic Shopping Behaviors, Gatorade’s TikTok Athletes, & More!

Wed, 22 Sep 2021 13:52:56 GMT

Welcome back to The Shoppe! This week, we’re talking about Neutrogena’s first TikTok campaign, pandemic shopping trends, Gatorade’s team of TikTok athletes, and how to optimize your content marketing performance. Don’t forget to subscribe so you can be notified every time we post!

Neutrogena Launches First TikTok Campaign Debunking Skin Care Myths

On September 14th, skin care brand Neutrogena launched their first TikTok campaign called “SkinU.” Users are invited to submit their most pressing skin care questions to be answered in a virtual one-on-one lesson with a team of Neutrogena scientists. The campaign’s goal is to combat disinformation on social media and the brand has partnered with singers Chloe x Halle, who have been brand ambassadors since March. An informative campaign like SkinU feels more genuine and is a great way to engage users, and TikTok offers a large potential audience.

Research Finds that Consumers are Returning to Early Pandemic Behaviors

With the emergence of the Delta variant, researchers have found that shopping behaviors are beginning to mimic the beginning of the pandemic. According to Numerator Research, 20% of people are “highly optimistic” about life returning to normal, a 13% drop since the beginning of the summer. Berkeley Research found that almost 60% are “very or somewhat concerned” about Covid cancelling holiday plans. Consumers have become much more cautious, with the comfort level of going into a store maskless dropping by 15% and many plan on exclusively shopping online. The supply side of retail businesses have also been affected by the Delta variant, with an increase in freight costs and inventory restraints. This holiday season, retailers will need to adapt and be innovative while developing a marketing strategy and should offer omnichannel services. For example, consumers should get their shopping done early to avoid potential supply issues and product shortages. You can read more about our holiday marketing and shopping tips here .

Gatorade Recruits Athlete Influencers for TikTok Sports Series

With the launch of their “Gatorade Social Squad,” Gatorade has partnered with nine young athletes with large TikTok followings who will create content about the brand through November. The Social Squad includes Briana Green of the Harlem Globetrotters and soccer freestyler Caitlyn Schrepfer . Earlier this year, Gatorade held “tryouts” on TikTok and received 1,500 video applications. Although this campaign was created before the NCAA ruling that now allows athletes to receive endorsements, Carolyn Braff, Gatorade’s head of brand strategy says, “We are assessing the landscape and evaluating opportunities for college athlete partnerships, as we see the value they can bring. We’re considering all relevant athletes when choosing athlete partners down the line.”

How to Optimize Your Content Marketing Performance

Today, trends come and go at a rapid speed as platforms like TikTok with highly personalized algorithms grow in popularity. Content marketing platform Uberflip has released an infographic with tips on how to speed up campaign delivery and optimize your content marketing performance. Here are the key takeaways:

Be agile. Centralize your content library, create a content taxonomy, and tag your content.
Be scalable. Leverage smart recommendations, curate relevant content, and personalize smarter, not harder.
Be engaging. Share the wealth, choose the right tech stack, and empower sales.
Be intelligent. Give up the vanity metrics, track bingeing behavior, and map content paths.

Check out the full infographic here .

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Marketing Guide for the 2021 Holiday Season

Thu, 16 Sep 2021 14:01:05 GMT

Holiday season is a stressful time for many shoppers. Finding the right gift or experience at the last second is not an option many people have, which is why consumers plan months in advance. The next few months are not only the busiest, but also where the most spending occurs. That’s where strategic marketing comes into play. As marketers we have the ability to showcase our clients and products to make sure they receive the highest levels of engagement and revenue during one of the busiest times of the year. When it comes to marketing, our opportunities are limitless when it comes to using digital platforms. Being ahead of the curve will allow for the most seamless shopping experience.

With the ability to create content on social media, we can drive customer engagement in any direction needed. To a smart marketer, the timeline needs to start in early autumn, if not sooner . Shoppers begin to think about ‘the holidays’ as soon as October rolls around, so this is a key time to plan targeted advertisements and take advantage of auction efficiency. As the world delves into a more technological headspace, e-commerce is the most reliable method of selling. By enabling immersive online experiences customers are more likely to remember the brand, or even recommend it to others. The way a product is showcased can be a pivotal factor for the client and their revenue in the holiday season.

The last two months of the year are not only festive, but also have the biggest impact on sales. November consists of Cyber Monday and Black Friday, which are known to be the height of the season’s sales. These “Mega Sale Days” attract a lot of buyers, in fact 1 in 2 shoppers participate in these sale days. Marketers should be prepared to maximize marketing strategies during these peak months and drive sales to their targeted customer bases. Creating an inviting atmosphere will not only increase engagement, but will also create a long-term customer relationship. As the holiday season comes to a close, this is where marketers have one last shot to take advantage of advertising. There are always customers that will wait until the last second to buy products, so this is the time to drive awareness about in-store sales or last chance online promotions.

Social media platforms should be used like flagship stores . Attracting the customer’s attention through social platforms will increase engagement and shareability as well. The brand should be able to display their products in a simple but informational value, provide a seamless shopping experience, and make sure the checkout system is as straightforward as possible. Marketers should be able to communicate a clear and concise brand message and the value in buying the product. Verbiage on the website should consist of a friendly conversational tone rather than making it look like obvious marketing with a multitude of facts listed. Lastly, demonstrating knowledge of your targeted audiences’ language and imagery will help make your brand more compelling.

At the end of the day, the shopping experience is what will make or break your clients’ holiday season. Marketers should be smart about the steps they take and make sure that advertisements and immersive experiences are planned well in advance to avoid misinformation or glitches. Start putting your game plan together and enjoy the experience! Here’s some of our top advice and tips for advertising for each platform this holiday season.

Top Holiday Advertising Tips Per Platform

Facebook

Check out Facebook’s holiday guide. Every year Facebook releases a holiday planning guide to help advertisers create campaigns that align with the platform’s guidelines.
Create holiday themed contests . Make sure the prize is exciting enough to grab customers’ attention!
Use Facebook dynamic ads. Dynamic ads are visible to users whose interests align with your brand, which ensures that your campaign is successful. Plus, the users’ interests are not limited to what they do on Facebook, but to what they search anywhere on the internet.
Understand your audience with Facebook Pixel. Facebook Pixel is a great tool because it lets you track the activities of users who found your website through Facebook ads and identifies the best target market for your company.

Instagram

Make the most of user-generated content (UGC). Instagram allows anyone to be a photographer, which makes it great for finding UGC that looks professional. Sharing your customers’ photos can build trust and make users feel more connected to your brand.
Blend in. It shouldn’t be obvious to users that your ads are sponsored posts, they should look like a continuation of their feed. If your ad aligns with content that users already follow, they’ll be more likely to engage with it. Your sponsored posts should also look similar to your organic posts, so that your brand is easily recognizable.
Use Facebook’s advanced targeting options. Since Facebook owns Instagram, businesses can use the platform’s targeting options on Instagram, like targeting by location, age, gender, behaviors, and interests.
Take advantage of in-app shopping. In November of 2016, Instagram released an in-app shopping feature that allows brands to tag products on their posts and link to their website to shop.

Snapchat

Implement filters and lenses. Businesses can make sponsored geofilters and lenses to promote their products on Snapchat. Filters and lenses can be experimental and fun, and are more engaging for users than traditional advertisements.
Use Snap Pixel. Just like Facebook, Snapchat has a Snap Pixel feature that helps businesses reach an audience that is most likely to be interested in their products.
Remember the context. Any design choices you make should be centered around the holiday season. Keep in mind that consumers are looking for gift ideas and holiday party inspiration while your brand is creating holiday themed content and messaging.

Join Pinterest’s partner programs. Pinterest offers many different partner programs for brands that are new to the platform. The programs can help advertisers create content, develop marketing strategies, identify target audiences, and implement analytics.
Use Rich Pins. Brands benefit greatly from Rich Pins , because they automatically sync information from their website to their pins. Users like Rich Pins too, because they provide more information and are more intuitive than normal pins.
Check out Pinterest’s holiday guide. Pinterest has already released their 2021 holiday guide with tips and statistics for businesses to perform their best.

TikTok

Create a holiday-themed challenge. The great thing about TikTok is how easy it is to go viral. Challenges are constantly trending, and the holiday season would be a great time to come up with a short and easy challenge for users to participate in. To keep with the theme it could revolve around gift giving or donating to an important cause.
Connect with influencers. Social media influencers with large followings are an excellent way to advertise seamlessly and grow your customer base.
Read TikTok’s holiday toolkit. TikTok has released a 2021 holiday toolkit for small businesses that includes tips, best practices, success stories, and much more.
Don’t overlook TikTok ads. Most brands are advertising on Google, Facebook, and Instagram, but as TikTok grows in popularity, it would definitely be worth exploring the app’s advertising capabilities .

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The Shoppe - Facebook’s Smart Glasses, Advantages of Good Web Design, Pepsi’s Grease-Inspired Doja Cat Ad, & More!

Wed, 15 Sep 2021 14:29:26 GMT

Welcome back to The Shoppe! This week, we’re talking about Facebook’s new smart glasses, the advantages of having a good website, Pepsi’s new Doja Cat ad, and Burger King’s Keep It Real Campaign. Don’t forget to subscribe so you can be notified every time we post!

Facebook Announces Smart Glasses, Partners with Ray Bans

On Wednesday, September 9th, Facebook revealed that they’ve decided to venture into the wearables market, and they seem to have what the infamous Google Glass didn’t: style. The Social Media giant partnered with Ray Bans to create a pair of smart sunglasses called Ray Ban Stories in the iconic Wayfarer frame. With dual 5-megapixel cameras and speakers embedded in them, users can record videos, listen to music, make phone calls, and save up to 30 videos or 500 photos that can be downloaded onto an app.

Advantages of Good Website Design

Red Website Design shared an infographic explaining the benefits of having a well-designed website that’s easy to use. Here are some of their key findings:

It sets the first impression
It aids your search engine optimization (SEO) strategy
It sets the impression for customer service
It builds trust with your audience
Your competitors are doing it
It creates consistency

Read the full infographic here .

Pepsi Recreates Grease in Doja Cat Ad

To celebrate the release of their 50’s-inspired soda shop flavors, Pepsi released a nostalgic recreation of iconic scenes from the musical Grease featuring Doja Cat. The “Say So” singer performed a modernized version of “You’re the One That I Want,” and the ad blends together 50’s jukebox aesthetics with a more diverse, vibrant touch. It’s not the first time the brand has used nostalgia and the comfortable familiarity of classic pop culture moments to tug at viewers’ heartstrings. In an ad from 2004, Beyonce, Pink, and Britney Spears sang “We Will Rock You,” and at the 2020 Super Bowl, Missy Elliot performed “Paint it Black.” Ted Kaplan, Pepsi’s VP of Marketing explained, “On a psychological level, when people are in times of stress or uncertainty, they look for comfort. Indulgence is one way and nostalgia — simpler times — is another way. That's where these trends have really bubbled to the top."

Burger King Bans 120 Artificial Ingredients, Launches Keep It Real Meals

In an effort to provide natural, fresh food, Burger King has eliminated 120 artificial ingredients from all of their menus. The brand also released their Keep It Real Meals campaign, which features three different partnerships with brand ambassadors Nelly, Anitta, and Lil Huddy. Burger King asked them to use their real names instead of their stage names to follow the theme of “keeping it real.” Nelly’s Cornell Haynes Jr Meal features a Whopper, fries, and a Sprite, Anitta’s Larissa Machado Meal consists of an Impossible Whopper, fries, and a Sprite, and Lil Huddy’s Chase Hudson Meal is a Spicy Ch’King, mozzarella sticks, and a chocolate shake.

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Women's Sports Marketing

Thu, 09 Sep 2021 18:15:37 GMT

In recent years, conversations around mental health, social justice, and women’s health have begun to permeate society in an effort to de-stigmatize, raise awareness, and make meaningful change. As a result, professional athletes have recognized their ability to use their platforms to voice their beliefs, passions, and concerns and are seeking out sponsors that will support them in doing so. In fact, we are entering a new era of athletic sponsorship in which athletes are valued not only for their physical abilities but for how they carry themselves outside of competition.

Perhaps the most significant storyline of the Tokyo Summer Olympics was gymnast-great Simone Biles’ decision to withdraw from the womens’ team competition as well as multiple individual events. Biles cited her mental health struggles as the reason behind her decision and while fans were disappointed not to see her in action, her new sponsor was quick to show support. In March 2021, Biles left Nike for a partnership with Athleta, a female-focused brand that Biles said was more aligned with her personal values . Athleta made similar headlines when, now 5-time track and field olympian, Allyson Felix became the brand’s first sponsored athlete. Like Biles, Felix parted ways with Nike after partnering with them for years. The athletic brand was unwilling to give Felix the support she needed during her pregnancy. Nike athletes’ salaries depend on how often they perform well, and pregnant athletes were not being offered any financial protection . Felix has since launched her own athletic company , called Saysh, a brand for women, by women.

Another athlete who left Nike for a smaller sponsor is Olympic steeplechase runner, Colleen Quigley. For the past six years, Quigley has competed for Nike in their Portland, Oregon-based Bowerman Track Club. During her time there, she became one of the fastest steeplechase runners in the country and made the 2016 Olympic Games in the event. Over time, Quigley said that her relationship with Nike felt “very transactional.” At the end of 2020, when it was time to renew her sponsorship, Nike was unable to meet her financial needs. Quigley went on to sign a contract with Lululemon, joining their small team of brand ambassadors. “They were so professional, there was a lot of diversity, a lot of women, and everything they spoke to was just so me,” Quigley explained , “They’re all about diversity and inclusivity and making everyone feel like they can be a part of it…it’s so different from the messaging of medals, records, and win-at-all-costs.” This statement was proven to be true when Quigley pulled out of the Olympic Trials this summer due to injury and Lululemon gave her their full support, just as Athleta stood by Biles at the Olympics.

The list of women in sports reconsidering their sponsorships and longing to be valued for more than just their athletic accomplishments goes on and on. What does this mean for brands? The shifting landscape of women’s sports gives both athletic and non-athletic companies a tremendous opportunity to make impactful change.

First and foremost, brands cannot be afraid to speak on current issues affecting female athletes. Customers value brands that are involved in activism. In fact, 47% of consumers think brands can be culturally relevant by getting involved in social issues . When world-class tennis player Naomi Osaka dropped out of the French open, brands like Sweetgreen and BareMinerals immediately rushed to support her. Calm, a meditation app, offered to pay the $15,000 fine for any players who wanted to withdraw from the 2021 Grand Slam media appearances for their mental wellbeing.

Something to keep in mind is that consumers can tell when a brand isn’t being authentic. If you’re including women in your marketing strategy, you’re going to be expected to advocate and speak up for them. Nike released a marketing campaign celebrating mothers, but many felt it was too little, too late , after Allyson Felix and countless other female athletes revealed the way they were treated by the brand during their pregnancies. On the other hand, Michelob Ultra is paving the way for gender equality in sports with their $100 million pledge to increase female representation in sports media. This bold move quickly gained attention from customers because it feels authentic and will change the future of women's sports.

Key takeaways for brands while navigating the ongoing gender equality movement are

Be authentic: Listen to the athletes’ stories and what’s important to them, even if it strays from your usual branding, and remember that this is a long-term movement, not just a trend.
Be outspoken: Pay attention to what’s going on in the world. If there are any opportunities for your company to get involved and incorporate activism into your marketing, don’t be afraid to start a conversation.
Create content for a female audience: focus on female athletes’ achievements and talents rather than just creating emotional marketing campaigns that have been done before. Female-centered sports ads were viewed as 148% more empowering than those featuring men, and even men are more likely to buy a product if the ad is centered around a female athlete.

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The Shoppe - Twitter’s Purchases Tab, Lucky Charms Album, Post-Pandemic Job Trends, & More!

Wed, 08 Sep 2021 18:49:32 GMT

Welcome back to The Shoppe! This week we’re talking about Twitter’s latest venture into e-commerce, Lucky Charms’ new album, LinkedIn tips on using branding to retain talent, and Michelob Ultra’s pledge to support female athletes. Don’t forget to subscribe so you can be notified every time we post!

Twitter tests out shopping features, Adding a “Purchases” Tab

Social media has completely changed the way people shop, as platforms like Instagram, Snapchat, and Facebook have added shopping features, giving e-commerce brands a new avenue for doing business. It was only a matter of time before Twitter hopped on the bandwagon. Users were quick to notice that a “Purchases” option appeared, and the app is still in its developing stages of incorporating e-commerce. Currently, the “Purchases” button is connected to the “ Super Follows ” feature, which allows users to pay to have access to exclusive Tweets from their favorite creators, but eventually it will be used to save products and make purchases directly in the app. Businesses should keep these changes in mind, as Twitter revealed 74% of users follow brands to stay up to date on their latest products.

General Mills Experiments with Audio Marketing, Releases Lucky Charms Album

With the rise in popularity of podcasts and music streaming services, audio advertising proves to be a market with untapped potential for brands to explore. Lucky Charms, owned by General Mills, recently announced that their mascot, Lucky the Leprechaun, has released an album available on all music streaming platforms, but is being promoted exclusively on Spotify. The album, “ Magically Delicious ,” includes 8 songs of different genres varying from country to EDM, and also features colorful music videos that target parents with young children. This new venture could help the company continue its recent growth. General Mills’ fiscal year ended in May and they reported that annual sales rose 3% . With more and more customers working remotely, the demand for food at home has continued to increase and General Mills recognizes the importance of reaching customers across a variety of platforms.

LinkedIn Tips on How to Use Marketing to Navigate Post-Pandemic Job Trends

The Covid-19 pandemic has shaken up the job market and made employees reconsider their current roles. LinkedIn posted an infographic sharing insights and tips for businesses to take advantage of these trends to attract and retain top talent through marketing and branding. The key takeaways are:

41% of employees are considering leaving their current companies this year.
Usual motivators to stay in a role, like interest in work, promotions, and co-worker relationships, were significantly lower this year.
Employees are much more likely to stay in a role if the company focuses on three areas: empathy, accountability, and transparency.
Employers should use a Brand and Demand strategy to keep talent by crafting long-term strategies centered around their target audience and modernizing their brand.

Read the full infographic here .

Michelob Ultra Pledges $100 Million for Women in Sports

At the end of August, Michelob Ultra, an Anheuser-Busch brand, announced they’re committing $100 million to support gender equality in sports over the next five years. The brand stated they plan on representing female athletes as much as their male counterparts in future campaigns and half of the company’s media inventory will include women’s sports and female athletes ( a 40% increase ). By 2025 they promise to have an equal balance of male and female athletes in endorsements and sponsorships. Michelob Ultra also launched their “See it, Save it” social media campaign, which fights to give female athletes the visibility they have never received. Ricardo Marques, the brand’s VP of marketing stated , “Change doesn’t happen overnight, but this is a dynamic investment. Five years is a good place to start. But the message is we are committed for the long-term.”

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The Shoppe - Instagram Algorithms, LinkedIn Stories Shut Down, OOH Advertising & More!

Wed, 01 Sep 2021 17:58:32 GMT

Welcome back to The Shoppe! This week, we’re talking about Instagram’s algorithms, LinkedIn Stories shutting down, last year’s Out-Of-Home (OOH) advertising boom, and TikTok’s new API. Don’t forget to subscribe so you can be notified every time we post!

Instagram’s Algorithms

Instagram revealed details about its search algorithms in its series “How Instagram Works.” The text that is entered, user activity, and the popularity of the results. The text that is entered is the primary factor in determining search results, since Instagram wants users to find accurate results to their searches. Other factors like user activity also play a role. Instagram’s search algorithm accounts for posts that the users have engaged with and profiles that the user is following. Lastly, the results will rank higher if the profile is more popular. Measures of popularity include likes, shares, and follows. Instagram suggests that results should abide by Recommendation Guidelines to achieve a better rank. This means that repurposed content and contests or giveaways may rank lower. To optimize your posts for discovery, be sure to use a handle that matches your content and include related keywords in your posts and in your bio.

LinkedIn Shuts Down Its Stories Feature

After a year since its debut, LinkedIn is removing the Stories feature from its mobile app. This change will take place at the end of September. The business-oriented social media platform explained that it will be reimagining the Stories feature, stating that it wants to “embrace mixed media and creative tools of Stories in a consistent way” across its platform. Senior Director of Product Liz Li stated in an interview with The Verge that users wanted to create “lasting videos that tell your professional story and that showcase both your personality and expertise.” This change comes after LinkedIn’s acquisition of how-to video platform Jumprope. Twitter also abandoned a similar feature, Fleets, in July, due to a lack of user interest.

OOH Advertising Booms During Pandemic

As a result of lockdowns from the COVID-19 pandemic, the price of Out-Of-Home (OOH) advertising plummeted. OOH advertising revenues decreased as much as 27 percent from 2019 to 2020 according to WARC . Fintech, pet care, and consumer packaged goods were all successful with OOH advertisements. Billboard discounts are not as ubiquitous today since more people are outside to see them. CEO of Quan Media Group Brian Rappaport said that he was offering inventory at up to 80 percent off. This may have been due to closures, especially in the film industry with studio and movie theater shutdowns. Currently, prices are higher and popular locations are backlogged for months. OOH is expected to grow 20 percent this year, and advertising investment for cinema is expected to increase over 40 percent.

TikTok’s New API

TikTok will be allowing a few select companies to access its API for Creator Marketplace, its platform for brands to discover influencers. Influencer marketing companies Influential, Captiv8, Whalar, and INCA have received early access according to TikTok. The social media platform says that the API is still being tested currently. The official announcement is expected to happen in late September. The participating companies will be receiving data about video performance, trends, and demographics. Captiv8 said that metrics like familiarity, affinity, purchase intent, and recommendation intent all significantly increased after testing the API. This API access will facilitate the connection between brands and TikTok influencers.

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The Shoppe - Uber In-App Advertising, Snapchat Trends, TikTok’s Shopify Partnership, & More!

Wed, 25 Aug 2021 19:25:25 GMT

Welcome back to The Shoppe! This week, we’re talking about Uber’s in-app advertising, Snapchat trends, American Eagle’s partnership with Twitch, and TikTok’s partnership with Shopify. Don’t forget to subscribe so you can be notified every time we post!

Uber Starts In-App Advertising

Uber announced that it is piloting in-app advertisements to a small portion of users. These advertisements are shown while a user is waiting for a ride. CEO Travis Kalanick once rejected advertising within the app because it would detract from the user experience. The ride-sharing platform has been struggling to attract users back even as most COVID-19 restrictions have been lifted. The first advertiser to appear on the Uber app is Marriott with a carousel ad, and the company plans to add in more. This is not the only way that advertisers can get involved with Uber. Uber also offers Uber OOH , its car-top advertising where drivers can earn money for displaying ads on their vehicles. Uber is spending nearly $250 million in its effort to bring customers back to the app after the company lost nearly $2 billion in revenue in 2020.

Snapchat Trends Offers New Insights to Advertisers

Snapchat has unveiled Snapchat Trends, a new tool that allows users to track the success of a keyword or a topic. Users can input up to 5 keywords into the Snapchat Trends website , which will display a line graph of the keyword’s usage over time and related Snaps. The website also features trending keywords to further help marketers create content. Nearly 70 percent of teens and 25 percent of adults use Snapchat, which means that Snapchat Trends could be a vital tool in reaching a younger demographic. The social media platform states that Trends can be used for various purposes such as product market research, creative messaging and copywriting, building user profiles, researching key moments, and for competitive research. The Trends feature comes amid Snapchat’s release of other advertiser tools. For example, Snapchat released Campaign Lab last month, which gave advertisers the ability to experiment with campaigns and see what works.

American Eagle Forms Partnership With Twitch

American Eagle has formed a creative partnership with the live-streaming platform Twitch. The two companies will co-produce custom segments about gaming and other topics. American Eagle will also choose creators to partner with to highlight their brand and expand its reach. The clothing company plans to work with streamers to create collections in order to drive customers to their website. Twitch has become more popular over the past year, growing from 1.36 million viewers in January 2020 to 2.9 million in January 2021, and has been expanding its offerings to reach non-gamers with concerts, cooking lessons and fitness classes. It is the third brand to partner with Twitch following Chipotle Mexican Grill and Ally Financial. American Eagle has concentrated on its social media presence recently, with TikTok ad campaigns and Bitmoji digital clothing collections.

TikTok Partners With Shopify

TikTok is partnering with eCommerce platform Shopify to enable in-app transactions for some accounts. A shopping tab will soon appear on TikTok For Business accounts and creators will be able to import their product catalogs. Shopify plans to debut the product to all of its merchants in the fall. For now, creators can request to join the program through Shopify’s TikTok account, and only select merchants from the U.S., U.K., and Canada can take advantage of the feature. This new feature will also be integrated into TikTok Ads Manager for further details about any campaigns running. Shopify’s social media sales have already grown 76 percent from February 2020 to February 2021. One of the first participating merchants will be Kylie Cosmetics run by Kylie Jenner. TikTok will be among other social media platforms that have adopted in-app shopping, with Instagram and Facebook also offering their own options.

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The Shoppe - Apple's Email Privacy, Artificial Marketing, YouTube Shorts Creator Fund, & More!

Wed, 18 Aug 2021 16:42:59 GMT

Welcome back to The Shoppe! This week we’re talking about Apple’s New Email Privacy Update, Artificial Marketing, TikTok’s New Partnership, and the YouTube Shorts Creator Fund. Don’t forget to subscribe so you can be notified every time we post!

Apple's New Email Privacy Update

Apple is letting users decide whether to opt into tracking pixels, which indicate if someone has opened an email. These changes are slated to take place this fall. This comes amid other user privacy measures taken by Apple, such as iOS 14’s App Tracking Transparency feature . On the iPhone, Apple Mail accounted for nearly 40 percent of email opens, according to an analysis of 3 billion emails from earlier this year. This may pose a threat for businesses that heavily rely on email to communicate with their customers, such as newsletters. The open rate is an important measure of engagement, and without knowing which people are opening each email, businesses will have a more difficult time targeting customers. Other features in the software update will also be geared toward user privacy. For example, the App Privacy Report shows the permissions each iPhone app has and how much they’re being used. iCloud+ offers Private Relay, which encrypts traffic leaving a user’s device. Finally, Hide My Email gives users the ability to create and delete multiple addresses at a time to control who is able to contact them.

Artificial Marketing

The tool Copy.ai allows users to produce content in seconds . The AI uses OpenAI’s GPT-3, a platform that generates text based on a phrase or a sentence. With over a trillion words to choose from and an ability to recognize large-scale patterns in text, Copy.ai predicts what you want to write. While it may seem to be a tool to replace copywriters, the creators intend on the AI being used to support the copywriting process. “We try to give you the first draft,” said Chris Lu, cofounder and chief technology officer of Copy.ai. Especially when copy is being uploaded to multiple social media platforms, Copy.ai can offer different versions of the same post with ease. The GPT-3 platform is growing quickly. It is already being used by over 300 applications with an average of 4.5 billion words being generated per day. This comes only nine months after the OpenAI launch.

TikTok's New Partnership

TikTok recently announced that it would be partnering with Vimeo and Canva to streamline the design of campaign creative. Vimeo users will be able to use Vimeo Create, which was launched in February 2020, to make TikTok ads. The platform has different templates to choose from, with royalty-free music and graphics. For small and medium-sized businesses who may not have the resources to create professional ads, this Vimeo and TikTok partnership will be beneficial. Within Canva, more than 50 TikTok ad templates will be available. Canva and Vimeo have also become one of TikTok’s Creative Marketing Partners . Creative Partners “leverage a technical integration with the TikTok marketing API,” which means that they can be directly involved with TikTok’s ad platform. Canva users can publish to TikTok using the Publish End Points tool directly from the website.

YouTube Shorts Creator Fund

YouTube Shorts creators could earn up to $10,000 per month for viral videos. Each month, creators who garner enough views and engagement on their videos will be selected to earn between $100 and $10,000 per month from the $100 million YouTube Shorts Fund. Only 10 countries, including the United States, are currently eligible to receive it. YouTube Shorts is rapidly growing, with 15 billion global daily views according to Google . To become eligible, creators must be 13 years or older and have uploaded one eligible Short in the last 180 days that is compliant with YouTube Community Guidelines. YouTube will reach out to eligible creators during the second week of each month and they will have until the 25th to claim their earnings. This will rival TikTok’s $200 million creator fund in the United States, which is only for creators who are 18 or older.

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The Shoppe - YouTube Shorts, New Media Solutions, The Boston Beer Company and PepsiCo Partnership, & More!

Wed, 11 Aug 2021 19:26:33 GMT

Welcome back to The Shoppe! This week we’re talking about YouTube’s new TikTok lookalike, a new media solution for the adult beverage category, Boston Beer’s new partnership with PepsiCo, and more! Don’t forget to subscribe so you can be notified every time we post!

YouTube’s New TikTok Lookalike

In its recent effort to attract the attention of the Gen Z population, YouTube has come out with its own short-form video offering, YouTube Shorts. This is one of the Google-owned platform’s largest brand marketing campaigns to date and the company has already invested $100 million into this TikTok lookalike. The ads targeted at Gen Z users emphasize how easy it is to post to the portal through mobile, with a dedicated destination that hosts the Shorts videos on the main YouTube app. YouTube’s aggressive strategy certainly has generated some wins in terms of engagement (more than 15 billion daily views), yet, Shorts faces stiff competition and it’s not just from TikTok. Snapchat and Facebook are both putting hefty resources behind their own TikTok copycats. However, YouTube is making an effort to differentiate Shorts by partnering with artists such as The Weeknd, whose new single is featured prominently in the ads.

Marketing Efficiency Advances for the Adult Beverage Category

A new media solution has been introduced to the adult beverage realm by Inmar Intelligence, that is powered by first-party data from Kroger, Tops, Smart & Final along with others. Retailers and brands have been moving quickly to leverage technologies that improve marketing efficiency and targeting. “Adult beverage brands can now optimize their advertising budgets like never before through precise targeting and campaign auto-optimization based on specific, near real-time category purchases,” says Inmar Intelligence’s general manager of media and data, Aaron Kechley. Since this innovation of knowing which advertising worked and with whom can happen in near real times, this allows for campaigns to be optimized very quickly. Additionally, this enhanced capability of the data network enables brands to precisely target verified purchasers of adult beverage products, and measure the impact of media on omnichannel sales right down to the category, brand, or UPC level. The activation of first-party grocer data puts adult beverage brands in a position to accelerate digital transformation, increase shopper loyalty, and profitably drive sales as competition for consumer attention continues to accelerate in the adult beverage market.

The Boston Beer and PepsiCo Partnership

On August 10th, The Boston Beer Company and PepsiCo announced their business collaboration to produce the newest alcoholic beverage, Hard Mtn Dew. This no-sugar added product is expected to hit the shelves in early 2022 where Boston Beer will develop and produce the beverage and PepsiCo has set up a new entity to sell, deliver, and merchandise the product. Soda makers are continuously on the lookout for new ways to enter the alcohol category as consumers simultaneously are looking for new flavors and ways to imbibe. This move into the alcoholic beverage realm enables PepsiCo to provide more choices to satisfy their consumers’ needs, depending on the place, time, or preference and also gives the company an alcohol product to compete with its archrival Coca-Cola. On the other hand, this new product will grant Boston Beer the opportunity to grow its portfolio beyond its iconic Sam Adams beer, which has been struggling for years. Boston Beer is no stranger to adding alcohol to popular drinks, take Twisted Tea and Angry Orchard Hard Cider for example. For this reason, this partnership will allow for the company to bring its beverage development expertise to create Hard Mtn Dew while PepsiCo uses its vigorous distribution network to get the product on retailer shelves.

Instagram Reveals its Reels Algorithm Insights

If you’re looking to tap into the Instagram Reels game to grow your business, but aren’t exactly sure what to post or how to maximize engagement, then you’re in luck! Just recently, Instagram shared an overview of the key factors that it considers when ranking Reels which points to how you can maximize your reach if you align with these elements. First off, Instagram outlines how it determines which Reels each user is likely to be interested in based upon whether the user watches the Reel all the way through, if they hit the like button, if they comment on it, and if they click through to the audio page to make their own Reel with the sound. Additionally, Instagram factors in “video understanding based on pixels and whole frames” meaning the app matches up what you engage with by showing you similar content based on an AI system that determines what is shown in each clip. It’s also important to keep in mind that Instagram will in fact limit the reach of clips whether it’s because they were reshared from TikTok (which it can pick out using watermark identification) or if the Reel includes political issues. Reels are designed for more light-hearted and fun content, so if you’re looking to run for a political candidate or group, Reels most likely isn’t the place to do so. Click here to learn more about the Reels algorithm and how it works!

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The Shoppe - The Olympics’ Digital Marketing, Social Media eCommerce Trends, Tips for Your Instagram Page, & More!

Wed, 04 Aug 2021 18:57:47 GMT

Welcome back to The Shoppe! This week we’re talking about the Olympics’ online presence, social media implementing online shopping, tips for your Instagram page, LinkedIn acquiring Jumprope, & more!

The Olympics Put Digital Marketing to the Test

The 2021 Summer Olympics in Tokyo have been anything but ordinary. With the absence of live spectators and increasing coronavirus concerns, the Olympic partners are emphasizing a stronger need for an online presence. Since the last Olympic games hosted by Japan, Pyeongchang in 2018, streaming habits have drastically changed as well as the way marketing has approached television. As we all expected this trend was fast approaching, the pandemic brought it faster than some companies could prepare for. Brands now have to entertain new audiences by shifting their strategies from piecemeal ad buys to centralized campaigns across a variety of channels. Consumers are no longer dependent on just television but are now looking at a variety of streaming services for content, opening new opportunities for marketing. Click here to learn more about how digital marketing at the Olympics is changing.

Facebook, Instagram, and Snapchat Want in on the eCommerce Trend

The pandemic has changed the way social media platforms are looking to communicate with their consumers. The shift of commerce from offline to online has accelerated due to the coronavirus pandemic and now Instagram, Facebook, and Snapchat want in. Since the threat of the pandemic kept customers from going to stores, social media platforms were fast to release shopping features in order to claim their territory in the eCommerce market. For example, Instagram introduced a shopping tab to their main navigation last year and gave businesses their own customizable page.

Online shopping on social media platforms isn’t exactly new, but it makes sense as the natural next step for these platforms due to the increase in eCommerce and the increase in social media usage. Social media platforms are no longer the tool to discover new products but are now the channel where brands can sell their products as well.

Tips for Your Instagram Page

Are you looking to create an effective Instagram page that drives sales? In order to build a brand loyal audience and maximize engagement, you need to start with your profile. Make sure that your page has an eye-catching icon and a short “get to the point” bio with a link to the web page of your choosing. Having a posting schedule is important to stay consistent with your audience. It’s also worth trying out the newer content options that Instagram has to offer such as Stories and Reels since Instagram’s algorithm gives priority to pages that use all of these functionalities. Stories and Reels also give an additional way to reach your potential customers.

5 Tips to Maximize Your Instagram Page:

Tip #1: Bio

Write a short bio that describes what your business does and add a link to your business at the end.

Tip #2: Consistency is Key

Post on a planned schedule. Coming up with content before the month and schedule that content on a consistent basis. Hootsuite is a great place to schedule content.

Tip #3: Use all of Instagram’s Functionalities

Post Stories and use Reels. These content options increase the chance of your page being seen by a potential customer.

Tips #4: Be Creative

Use compelling, exciting, and engaging captions that can get your audience commenting. Using emojis is also a great way to get your post to pop!

Tips #5: Don’t Forget Hashtags

Using and updating hashtags helps your page get as many views as possible.

LinkedIn Acquires Tutorial Video App, Jumprope

TikTok’s success over the past few years has shown that social media users want to be entertained with video content. This has forced social media platforms to expand their creator tools. For example, LinkedIn just acquired the how-to video app, Jumprope as a part of their expanded tools. Jumprope describes itself as “the best place for anyone to create a how-to and export it to every social platform.” Jumprope allows users to create helpful step-by-step tutorials by using video or still images with preset formats. By using their new service, LinkedIn is looking to keep its most popular creators and maximize user engagement which will eventually lead to sponsored content and promotions.

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The Shoppe - B2B Shift to Digital Ad Spend, TikTok’s Video Software Partnership, Cheetos & More!

Wed, 28 Jul 2021 15:49:17 GMT

Welcome back to The Shoppe! This week we’re talking about the B2B shift to digital ad spend, Tiffany & Co.’s “Not Your Mother's Tiffany” campaign, TikTok’s first video software partnership, and more! Don’t forget to subscribe so you can be notified every time we post!

The B2B Shift to Digital Ad Spend

According to eMarketer’s US B2B Advertising Forecast ‘21, a surge of dollars is now being directed towards mobile and display advertising, straying away from traditional B2B advertising as we knew it. Last year, traditional B2B ad spending (TV, print, radio and outdoor) plummeted by 10% which took five years, previously, to see the sector shrink by roughly that level. By 2023, nearly half of the $30.6 billion being spent on B2B advertising will be digital and for the first time, over half of the B2B marketers’ digital spend will be focused on phones and tablets versus non-mobile (laptops, desktops, etc.) devices. Additionally, display advertising is expected to sprint past search advertising and marketers are expected to spend $5.09 billion on display advertising this year (up 32.6%). In 2023, this number is projected to be the largest area of ad spend. Click here to learn more about how the marketing mix is changing significantly.

Tiffany & Co.’s Recent Campaign Backfire

The luxury jewelry brand, Tiffany & Co., rolled out a new campaign called “Not Your Mother’s Tiffany” that caused a bit of a stir. The campaign’s advertising, which features posters of young, edgy-looking models with the words “Not Your Mother's Tiffany,” are plastered all over LA and New York. Over the course of the last few years, Tiffany has been attempting to resonate with younger consumers, which is exactly what this campaign was trying to do. However, these ads did not go over well with some of the more traditionalist parts of the public. As entrepreneur Rachel ten Brink put it : “Dissing your current customers won’t make new ones love you.” Most view this campaign as a flop, as they feel Tiffany is tossing one generation away in favor of another and trying to desperately prove that the brand is not old-fashioned. On the other hand, some have argued the campaign was successful. Ryan Jordan, executive creative director at IMRE, pointed out that “some mothers may also be looking to identify with a younger feeling brand or campaign—the opinion is personal at an individual level.” It will be interesting to see how this campaign plays out for the iconic company…only time will tell!

TikTok’s First Video Software Partnership

Vimeo has just recently joined TikTok Marketing Partners , a group of specialist companies that create, implement, and measure TikTok ad campaigns. This partnership gives small and medium businesses access to Vimeo’s suite of video creation tools while, at the same time, allowing them to utilize TikTok’s broad user base. Pre-release tests revealed how participants would be able to double the number of videos created and receive a 50% increase in clickthrough rates, compared to previous campaigns on other platforms. Ahead of the launch, Vimeo and TikTok invited small businesses to try Vimeo Create to advertise on TikTok for the first time. Over 85% of participants reported back with successful campaign results and plan to continue with additional TikTok campaigns. Annya White-Brown, CEO of NaturalAnnie Essentials, said: “We’ve saved thousands of dollars, the stress of shipping candles to a production studio, and lots of headaches by using Vimeo for our TikTok ads.” TikTok and Vimeo plan on finding more ways to join forces to help SMBs succeed through video.

Cheetos is Leaving Their Mark

In an attempt to give its tie-up with Bad Bunny and Adidas a more exclusive feel, Cheetos is installing forward-looking technology. 100 consumers will be allowed early access to a leisurewear capsule collection through the Cheetle iD detector , an eCommerce experience that asks website visitors to post a picture of their Cheeto dust covered fingers (“Cheetle”) in order to get a sneak peek and make purchases. For anyone that missed out on the early-access window for the Adidas leisurewear line, can enter a larger drawing on the Ntwrk app before the collection goes live in early August. Cheetos experimenting with platforms such as Ntwrk and the Cheetle iD finger-scanning reveals how packaged goods marketers are making bigger direct-to-consumer (DTC) bets as shopping continues to shift to mobile and digital channels. As the pandemic alters consumer habits, PepsiCo, Frito-Lay’s parent organization, has started to invest more heavily in eCommerce.

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The Importance of Email Marketing

Thu, 22 Jul 2021 19:28:10 GMT

Email marketing is NOT dead!

Not only is email marketing still relevant here in 2021, but is actually more critical for your business to incorporate it into your marketing strategy than ever before. Email marketing continues to bring meaningful results and revenue to businesses and can take your content strategies to the next level. While you may feel that it can be a waste of time due to your own personal experiences, think about the companies whose emails you look forward to, that never get lost in your inbox, and that you always open and engage with. Let’s dive into some of the many reasons your business should continue to integrate email marketing into your strategy, shall we?

Secure Database of Customers

As most know, Apple’s iOS14 update contains App Tracking Transparency , which has completely turned marketing strategies upside-down. This system requires all apps on the App Store to ask permission from consumers before tracking their activity and behavior and users will be able to allow or reject tracking when they open an app for the first time after updating their device. There are serious concerns within the industry regarding the success of social media advertising due to this reduced access to data. As you target on Google Ads or create Facebook Custom Audiences, you are building these audiences on “rented territory” where there is the risk of Google starting to restrict their targeting and Facebook deciding to omit the Custom Audience feature. Luckily, with email marketing this is not something to be concerned about as you own the database of your customers, your leads, and nothing can affect them. This list is first-party and is collected and cared for by your business, meaning you’re able to reach out to these people whenever you may need.

Generate Stronger Results

Over the course of the last 10 years, research has shown that email marketing has yielded the highest return on investment (ROI) among all marketing channels. Additionally, it also has the highest conversion rate of 66% for purchases made in response to promotional messages. Businesses are earning up to $44 for every dollar they spend on email marketing and, compared to social media, email is deemed 40 times more effective in terms of customer acquisition. Utilize email marketing software with performance optimization and analytics features to make data-backed adjustments to your campaigns.

Customer Retention and Engagement

If you have an email address on your list, this means that the customer has granted your business permission to contact them. Therefore, now you are able to connect with these consumers and engage them to improve customer retention. Promotional emails are key for educating your audience and presenting your offers, just be sure to provide value with any email you send and refrain from being too pushy or intrusive. When creating your emails, think about your business from an objective point of view and ask yourself: what does the customer need and want? Keep in mind that the subject line is just as important as the email itself, as a poor subject line could ruin the entire campaign no matter how perfect the email is. Try incorporating a question into the subject line or anything else that will rouse curiosity to get the recipient to open the email.

Improve Brand Awareness

Emails are a great way to improve your consumers’ understanding of your brand. By including your values, mission, products, services, etc., your audience will be able to have a better grasp of what you do and what your business is truly all about. As the brand awareness grows, it's easier for your shoppers to advocate for your brand since they understand you more. When sending your emails, a few ways to improve your brand awareness could be to make sure you always include your logo and company name to increase brand recall and association, create memorable and unique messages, and maintain consistent branding throughout each email to increase recognition and attract consumer attention.

Email can be an incredibly powerful channel and should not be ruled out, by any means, when it comes to your marketing strategy. No matter what your business is trying to accomplish, email marketing can be used to achieve every business’s unique goals. Are you looking to incorporate email marketing into your strategy but are not sure where to start? Here at Sparkshoppe, our team will work closely with you to develop your eCommerce site and emails that will quickly grab your audience’s attention and lead to sales and business engagement. Click here to learn more and get started with us today!

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The Shoppe - Updates to Rule 40, Utilizing Instagram Stories, Super Bowl Market Heating Up, & More!

Wed, 21 Jul 2021 18:26:12 GMT

Welcome back to The Shoppe! This week we’re talking about the Olympics’ Rule 40, different ways your business can utilize Instagram Stories, the Super Bowl market heating up quicker than anticipated, and more! Don’t forget to subscribe so you can be notified every time we post!

An Update to Rule 40

Rule 40 was first created to protect official sponsors of the Olympics, such as Coca-Cola, from “ambush marketing” where a brand might try to distract from the official sponsors of the games. Olympic organizers “don't want a major athletic sponsor that paid all that money to be undercut because someone paid out every single athlete directly,” said Ryan Detert, CEO of Influential, an influencer marketing platform. In 2019, Rule 40 was updated as officials deemed the rule “too far-reaching” and the International Olympic Committee loosened guidelines. This year will be the first where athletes are allowed to work with brands that are not official sponsors of the event. Now companies will be able to be part of the Olympics even if they can’t afford NBC’s television inventory. This will offer the athletes more of an opportunity to deliver value to sponsors. Although the rule has been updated, there are still restrictions that athletes and their sponsors (companies not affiliated with the Olympics) need to look out for. For example, brands and athletes can not use the Olympic rings or logos in marketing messaging and athletes may only thank sponsors a total of seven times on social media during the Rule 40 period. Additionally, if an athlete tweets at a sponsor to thank them, they can only mention the sponsor once in the tweet and not at all in an image, which should remain “generic” and “unbranded.” Because of these red flags, this could hinder brands from being interested in the sponsorship arena, depressing an athlete’s value. This new process is creating a whole new level of commercial control that the USOPC has over the athlete’s marketing opportunities. Click here to continue reading about the updates to Rule 40 and the Olympic athlete’s “marketing guidance.”

How to Use Instagram Stories For Your Business

Not sure how to utilize Instagram Stories for your business marketing? Keep reading to find out! It’s become an instinct to “Skip Ad” wherever possible, however, Instagram Stories offer an exception to this trend. A user will click on a friend’s story of their dinner and, before they know it, they’ve tapped through 5 adverts, swiped up to link’s from an influencer’s wardrobe, and passed 20 minutes of their time without even realizing. Instagram Stories have a way of grasping our attention and are addicting in a way that users get stuck viewing them for longer than they planned since it’s easier to keep clicking through rather than to exit. For this reason, it is the perfect place for businesses to be. To raise your brand’s profile, increase engagement, and convert more consumers, keep reading for Story ideas that’ll help you accomplish these goals:

Announcements: share company announcements such as new product releases, new employees, or any other general updates.
Story Highlights: you can utilize highlights to inform visitors to your profile who you are, what you do and why you do it, as well as sharing information about your product or service.
Polls: use them for market research, customer feedback, or just to get to know your audience and have a bit of fun!

Click here to learn more ways to incorporate Instagram Stories into your marketing plan.

Super Bowl Market Heats Up Early

NBC recently announced that it has already sold 85% of its inventory in the football extravaganza, as media buyers point out that the Big Game market has heated up much earlier than expected. NBC is requiring high prices for Super Bowl inventory and asking for $5.8 to $6.2 million for a 30-second spot. A media buyer noted how all of the commercials in the first half of the game have already been spoken for in advanced discussions. With the Tokyo Summer Olympics, Super Bowl, and Beijing Winter Olympics all taking place within less than a year of one another, this has put a great deal of pressure on the network as it has a massive amount of high-priced commercial time to sell. For this reason, NBC has begun to pressure advertisers who want Super Bowl inventory, to put a similar amount of money into the 2022 broadcast of the Winter Olympics. However, no matter the level of demand, the Super Bowl ad-sales process will remain in flux right up until kickoff.

Brands Capitalize on Consumer Enthusiasm for Paid Apps

As we have just passed the first anniversary of the pandemic, consumers continue on with pandemic habits and rely on their mobile devices to manage their lives. This has given marketers a way to engage their consumers with their brands due to the growing smartphone usage. Research presented by eMarketer noted that popular app categories such as audio, social, and video are what capture the attention of consumers and essentially drive usage growth. The significant revenue growth that the app stores have seen in the past six months has revealed that consumer enthusiasm for paid apps and subscriptions is quite strong. A number of popular brands jumped on this uptick through creative marketing efforts that included collaborations, star power, and innovative mobile technology. A few of this year’s most notable mobile campaigns thus far are:

Click here to read more about popular brands and their creative campaigns!

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The Shoppe - The End of Coors Seltzer, Android Users on TikTok, Keyword Blocking, & More!

Wed, 14 Jul 2021 19:24:51 GMT

Welcome back to The Shoppe! This week we’re talking about Molson Coors discontinuing Coors Seltzer, how much time Android users are spending on TikTok, keyword blocking, and more. Don’t forget to subscribe so you can be notified every time we post!

Coors Seltzer Leaves Shelves in the U.S.

Molson Coors will no longer produce its hard seltzer in the United States. The beverage company is expected to continue producing the drink in Canada , where it has enjoyed a larger market share in the hard seltzer category. The hard seltzer market is highly competitive, with Truly and White Claw controlling 75 percent of it according to a 2020 Nielsen report . Coors will instead focus its efforts on its top performers, Vizzy and Topo Chico. Hard seltzer revenues reached $4 billion in 2020 and could hit $8 billion over the next four years according to a New York Times article .

Frequency Caps Prevent You From Seeing The Same Ads Repeatedly

Brand awareness can become a nuisance to viewers who see the same ads over and over again. Viewers watching the same ad between six and 10 times become 4.1 percent less likely to purchase a product than others who saw the ad between two and five times according to an analysis by Simulmedia. Frequency capping prevents viewers from seeing the ad too many times. Tubi, a streaming service owned by Fox Corporation, has created an Advanced Frequency Management Tool that detects each ad that’s being shown to viewers and caps its screenings to two per hour and five per day. The optimal number of ad screenings is between five and nine times according to Nielsen. It’s also worth noting that viewers aged 25 to 54 are never going to have a frequency problem, says Talia Arnold, head of media strategy and planning at Exverus Media.

Android Users Watch TikTok for Nearly a Day Each Month

Android users in the United States spent an average of 21.5 hours a month on TikTok in 2020. That’s more than they spend on Facebook, Instagram, and Netflix. The platform continues to grow in popularity, ranking as the most downloaded app worldwide in February 2020 according to Forbes. As more ad dollars are being shifted to Android users as a result of iOS14, TikTok is becoming the platform to reach more and more audiences. This has led brands to flock to the platform , particularly fashion brands like Aerie and Zara. Chipotle has even started accepting TikTok video resumes ! The mobile app has been most successful among teenagers, who spend 12 hours on social media applications per week according to CNBC. It has also recently announced support for three-minute videos.

Keyword Blocking’s Declining Popularity

Brands are using keyword blocking less frequently according to a report by DoubleVerify. Keyword blocking is a digital marketing technique where advertisers create blocklists of certain keywords that they don’t want to be associated with their advertisements. Keyword violations declined from 13 percent in 2020 to 7 percent in 2021. Publishers have had difficulty in the past with keyword blocking since credible articles that contain any of the negative keywords could be avoided by advertisers. Publishers could benefit from this shift since articles that contain negative keywords will be able to collect more ad revenue. The purpose of keyword blocking is to ensure that an advertisement is targeted properly and not appearing next to objectionable content.

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The Shoppe - A New TikTok Trend, KraftHeinz Partnership With Walmart and eko, Meijer’s New Digital Shopping Experience & More!

Wed, 07 Jul 2021 20:13:07 GMT

Welcome back to The Shoppe! This week we’re talking about TikTok’s new beer poster trend, KraftHeinz’s custom cooking partnership with Walmart, Meijer offering a new digital shopping experience, and automotive brands shifting to digital marketing. Don’t forget to subscribe so you can be notified every time we post!

TikTok’s Beer Poster Trend

A recent TikTok trend seen on the popular social media platform, is women editing logos onto their beach pictures and creating their own personalized ads. They are then using the hashtag “#beerposter” when sharing their end product, which has nearly 400 million views and continues to grow. While alcohol marketing is banned from the app, any content that does not directly promote the consumption or sale of alcohol, is free rein. “While we may not advertise on the platform, it’s great to see that we’re still showing up in a way that is people-first and relevant,” says Daniel Blake, Group VP of Budweiser and value brands. Brands are prohibited from directly interacting with users on the app; however, marketing analysts describe this trend as a golden opportunity for mainstream beer giants who are at risk of losing relevance among Gen Z consumers to smaller craft beer brands. This will allow these giants to eliminate their image as a masculine beverage and impress a younger generation along with a new consumer base. “If they just sit back and watch, they’ll be viewed as boomer brands that don’t understand what’s going on within their sphere,” says Creative Strategist at Gen Z agency CarsonDoyle, Nora Birch. This goes to show the importance of viewing trends as more than just a series of meaningless fads, as brands such as Budweiser and Heneikin are getting free market research and are finding out exactly what Gen Zers actually want to see when being advertised to.

KraftHeinz Partners with Walmart and eko

eko and Walmart recently announced a new experience across Walmart’s CookShop featuring 11 KraftHeinz recipes including products such as Philadelphia Cream Cheese, Country-Time, and Kool-Aid. The interactive video experience allows customers to choose their recipe through multiple choice questions. At the end of the video, customers are able to add all of the ingredients they chose directly to their shopping cart so they can make the recipe themselves. The new shopping experience will include more KraftHeinz products with different themes such as “Sandwich Shop” and seasonal recipes. The eko experience offers customers a direct path to purchase and the beta launch showed an 8.7% click-through indicating a high level of intent from consumers.

Meijer’s New Digital Shopping Experience

Midwest based grocer, Meijer, is rolling out a new digital shopping experience for customers. This new experience is in partnership with pet essential brands such as Purina and Perch. The retailer will be incorporating interactive end caps in 200 of its grocery stores and supercenters, which allows the customers to view the benefits of a variety of pet foods and treats just by touching them. The screen will automatically detect the product being touched, without having to scan a barcode or QR code, and will respond with videos and important information. This is supposed to mimic the online shopping experience of clicking on an item and immediately receiving all the information one may need before buying the product.

Auto Brands Shifting From Linear TV to Digital Marketing

Brands such as Honda, Hyundai, and Toyota are beginning to focus less on television spots and radio ads and are adapting to new forms of media. One of the main reasons for this transition and shift in investment, is due to the fact that these brands hope to reach a younger audience and promote their newer models that are more popular among the younger shoppers. Honda released its 11th generation Honda Civic on the social platform Twitch, instead of their traditional car launch that consisted of an expensive, in-person cocktail event. Media Department Head at American Honda Motor Co. Inc., Phil Hruska, said that the Civic is “the number one vehicle with Millennials and Gen Z [as well as] first-time and multicultural buyers, given that it is one of Honda’s cheaper vehicles.” Hruska also revealed that 67% of Twitch’s audience is under 35 and Honda views this model as a mechanism to establish longer-term brand loyalty that could lead to higher-priced purchases in the future. As more and more of the younger generations enter into new digital platforms, it is important for auto brands to continue adapting along with them so that they stay relevant. Linear TV will always play a part yet, “consumers of today want to have two-way conversations. They want to be able to participate. They want more bespoke content that allows them to tailor things that better meets their needs. And digital marketing allows you to do that in a way that you just can’t do with linear TV,” says Director of Marketing Communications at Hyundai Motor America, Kate Fabian. Click here to read what other auto brands are doing to incorporate digital marketing into their promotional efforts.

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The Shoppe - NFL’s Pride Ad, Third-Party Cookies Phase Out Delay, MyMcDonald’s Loyalty Program, & more!

Wed, 30 Jun 2021 16:46:48 GMT

Welcome back to The Shoppe! This week we’re talking about the NFL's Pride Advertisement, the delay of third-party cookies being phased out, the new McDonald’s loyalty program, and more! Don’t forget to subscribe so you can be notified every time we post!

NFL’s ‘Football Is Gay’ Pride Ad

Research has shown how involvement in sports can have exceedingly positive effects on the mental health of LGBTQ+ youth. However, the fear of being ostracized could and does put an immense amount of pressure on people to remain in the closet. Sadly, this is seen in many professional sports rosters. Six former NFL players have come out following retirement, yet, Carl Nassib remains the first and only openly gay active player as of June 21, 2021. Currently, the NFL has a partnership with both 72andSunny and The Trevor Project and is beginning to recognize the need for better allyship with its new ad that aired during the NBA Conference Finals. This spot begins with the words “Football is..” which is then followed by a descriptor that changes every few seconds to another word. The first declaration being “Football is gay,” proceeded by a number of other affirmations with a fast drumbeat and cheers for the soundtrack, to give the sense of celebration and excitement. Tim Ellis, EVP and Chief Marketing Officer at NFL, discusses the importance of inclusion and how the NFL needs to use its platform to drive positive changes, including supporting what their players care about and stand for. Recognizing the importance of showing acceptance for its LGBTQ+ players and fans is just one step forward, but the NFL continues to work towards letting the LGBTQ+ community know that football is inclusive for all.

Delay in Removal of Third-Party Cookies

The original plan for Google to phase out third-party cookies by the start of 2022 has been postponed until 2023. This news was reassuring to the ad industry that has been scrambling to plan for the cookieless future. However, the worst that marketers could do today is leave their planning for a later date. Over the next year or so, the ad industry has time to work on new privacy solutions to prepare for this cookieless future. This decision to delay the deadline was expected due to a variety of technical factors. Learn more about Google’s decision and timeline leading into a cookieless future here!

MyMcDonald’s Loyalty Program Goes National

McDonald’s Corp. announced that starting July 8th, the company will be rolling out its loyalty program nationally. Users will be able to receive points on qualifying purchases which can then be traded for items such as hash browns, McNuggets, a large frappe, or a McChicken sandwich. MyMcDonald’s Rewards will be available through the company app at all participating restaurants and users will be rewarded with 1,500 points automatically after their first order using the rewards program. Other food-and-beverage chains are pursuing similar programs to try and promote loyalty and increase visits but also, to gain access to more first-party data as Google and Apple Inc. now allow people to opt out of tracking. When the quarter ended in March, McDonald’s revealed that online and delivery sales helped to lift U.S. sales due to the fact that these areas took priority during the pandemic.

Email Marketing is Key For eCommerce Brands

Being one of the most popular communication channels, email use continues to increase year after year. Millions of consumers worldwide use email and the majority of emails sent daily are business related. From notifications to paperless billing, think of how heavily we rely on emails each and every day. In terms of email marketing, it remains one of the most effective ways for businesses to market to their customers. Email is not going anywhere any time soon and can not be ignored. Here are a few reasons brands should be all-in when it comes to email marketing:

More customizable and personal than social media
Highly measurable data
Consumers have instant access to their email via mobile devices
Cost-effective

Learn more about the importance of email marketing here .

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The Shoppe - Victoria Secret’s Rebrand, Crumbl Cookie Hype, Facebook in VR, & More!

Wed, 23 Jun 2021 19:08:44 GMT

Welcome back to The Shoppe! This week we’re talking about Victoria’s Secret ditching the Angels image, Crumbl Cookies franchise boom, Facebook experimenting with VR advertising, and Nielsen measuring streaming usage. Don’t forget to subscribe so you can be notified every time we post!

Victoria’s Secret’s Rebrand

Victoria’s Secret is undergoing a major rebrand this year. The brand has finally come to the conclusion that their current image is no longer culturally relevant and the new focus will shift to what women want, and not what men want. After months of scrutiny involving the former owner, the brand was found to have been enforcing a misogynistic work environment that promotes racism, sexism, and sizeism. The rebrand will include two new branches: The VS Collective and The Victoria’s Secret Global Fund for Women’s Cancers. This inauguration will include influential individuals such as Priyanka Chopra Jonas, Megan Rapinoe, Valentina Sampaio and more, to be the fresh new faces. These influential women will make up the board that will advise the brand, appear in the refreshed advertising, and promote the brand on their social media profiles as well. Victoria’s Secret will no longer exist on the single functionality of what is ‘sexy’ through the male gaze, but will be expanding its reach to women of all walks of life and reimagining the definition of sexy.

Crumbl Cookies’ TikTok Uprising

A single store in Logan, Utah opened its doors with just chocolate chip cookies in 2017. Crumbl Cookies had a humble beginning, but has begun to dominate TikTok and the App store in just four years. The retailer has now been able to transition into a franchise and has expanded to 220 locations in 30 states. The franchise has offered over 140 flavors of cookies so far, and has an interesting marketing model which includes a weekly rotation of their cookie menu. Every Sunday, four new flavors are announced, and the following Sunday, no matter how popular the previous week's cookies were, they are replaced with a new set of flavors. Instead of following the dated model for marketing a franchise, the company decided to adopt the ‘hype-based’ marketing that revolves around sneakers. While only offering a selection of four cookies each week, besides their two staple cookies, customers feel the need to buy into the exclusivity which in turn drives Crumbl’s sales up and contributes to their popularity across social platforms.

Facebook Dives Into VR

Facebook is now trying their hand in advertising with virtual reality. This move comes after Facebook decided to find new ways for revenue to be generated by developers. The ads are still in the trial stages and not ready to test yet, and alternative VR formats are also being explored. The company has stated that they will collect information on if the ad was interacted with or not, but will not collect personal information stored on the personal headset. This information includes gender data, height, weight, and will also not alter how your personal data is stored. By including another platform in their advertising deck, Facebook will now be able to target more relevant audiences by analyzing app use and then providing more useful ads which is particularly relevant in the wake of the iOS 14.5 data tracking discussion.

Streaming Data Goes Public

Nielsen, the company known for decades as being a top research firm, is now using their monopoly to measure how prominent streaming services really are. According to recent data, Nielsen was able to discover that cable and live TV still take precedence over streaming platforms. In May of 2021, 64% of the time American viewers watched network and cable TV, 26% of that was spent on streaming services, and the other 9% accounted for video games or DVR. As of right now, the streaming leaders that are way ahead of their competitors are Netflix and YouTube. Nielsen will be using a new metric named ‘The Gauge’ which will allow for more accurate records, in addition to its original audio-recognition method. However, the metrics are only able to measure screen time on TV, not phones or laptops.

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The Shoppe - HBO Max's New Subscription, Hy-Vee's Google Partnership, Chipotle Unwrapped, & more!

Wed, 16 Jun 2021 18:58:35 GMT

Welcome back to The Shoppe! This week we’re talking about HBO Max’s new subscription tier featuring ads, Iowa based grocery chain Hy-Vee partnering with Google, Chipotle airing its first national TV ad, and the possibility of social media regulation. Don’t forget to subscribe so you can be notified every time we post!

HBO Max and Ads

HBO Max is now making its extensive streaming catalog more accessible to customers with the launch of a new subscription option. This option will allow subscribers to select the reduced fee plan, a total of $9.99 a month, with the addition of ad breaks. The new subscription will include access to the platform's new original content, and its existing collection of content from HBO, Warner Bros., DC, Turner Classic Movies, Cartoon Network, and more. This cheaper subscription offering will not allow users to download content to watch while not connected to the internet, and streaming quality will only be offered up to 1080p. HBO Max is committed to their customers, and has stated that they will offer the lowest ad load of any streaming service, with only 4 minutes of ads per hour. With the rollout of this subscription we will see 72 companies advertising on streaming platforms, especially two Brand Block partners in auto and insurance.

Hy-Vee Takes Advantage of Google Suite

Iowa-based grocery chain Hy-Vee announced a partnership with Google and Google Suite to enhance their omnichannel shopping experience. By tapping into this new technology, Hy-Vee will be able to bring new and unique innovation to in-store and online customers. With the pandemic altering many customers' shopping habits, Hy-Vee has decided to engage those customers and adapt to the new age of digital shopping. Google Suite will enable this large grocer to integrate their online shopping service with its virtual dietitian services and pharmacy options. Google’s Cloud-driven service will also be extended to Hy-Vee’s customer loyalty program, including the Hy-Vee Plus membership which launched in December. Partnering with Google was the first step for Hy-Vee to keep up with ever-changing consumer habits and online retailing.

Chipotle’s Unwrapped National TV Ad

Chipotle will be airing its first national TV ad starring professional athletes to promote its largest celebrity inspired menu to date. The ad will be premiering on July 5th during the U.S. Women’s National Soccer Team game against Mexico. The ad will be showing Julie Ertz, the defensive midfielder on the U.S. national team, as she goes about her routine and detailing her perfect Chipotle order. Chipotle is stepping up their advertising game with their “Unwrapped” digital video content series to drive excitement around the upcoming Summer Olympics. This series dives into athletes’ training routines and preparation. Each episode will feature an athlete, or rather an “Unwrapped” member, detailing their custom menu order which will be exclusively available on the Chipotle app and website.

New Phase of Social Media Regulations

The U.S. government recently announced significant impacts on how social media platforms operate. This will include limiting and/or restricting digital platforms’ conduct of business, usage of their advertising businesses, gathering user data, and more. Four bills were brought before the House of Representatives taking aim at major digital monopolies. The bills, respectively, include:

A law against platforms prioritizing their own products over others. For example, Apple wouldn't be able to highlight Apple Music over Spotify.
Restriction of merging businesses within the technology sector unless the company making the acquisition could provide proof that that a component of their company was not in direct competition. For example, the bill would have prevented Facebook from acquiring WhatsApp and Instagram.
A ban on digital platforms owning subsidiaries that operate on their platform, if those subsidiaries compete with other businesses, as reported by Reuters.
Users will be offered easier data portability, even if the data is being transferred to a competing business.

If these bills were to pass, the U.S government would be able to enact a new range of restrictions on how tech giants can operate on a daily basis. These changes, imposed by the government, could have significant backlash that the marketing world should prepare for.

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The Shoppe - Apple’s Worldwide Developers Conference, Tik Tok’s New Marketing Guide, & More!

Wed, 09 Jun 2021 19:27:39 GMT

Welcome back to The Shoppe! This week we’re talking about Apple’s WWDC Conference, TikTok helping out small businesses, Twitter unveiling a new paid option, and the internet experiencing an unexpected outage. Don’t forget to subscribe so you can be notified every time we post!

Apple WWDC 2021

On Monday, Apple kicked off its annual Worldwide Developers Conference, and just like WWDC 2020, the conference was fully online. CEO Tim Cook announced new products and various operating system updates, including iOS15. This conference is geared towards software developers rather than the everyday consumer, but is a great way to preview new features that may be coming soon. Developers will immediately get access to the beta to explore new features and to start testing their apps in the new ecosystem (the public beta will be released later this summer). The Conference will be available for all to watch on Apple’s YouTube livestream, through the Apple Website, and other social networking platforms.

Twitter and ... Twitter Blue

Twitter is beginning to roll out its new subscription offering Twitter Blue. The subscription is currently set to launch only in Canada and Australia to test the new feature. As part of this social experiment, Twitter wants to inform their users that the free version will not be disappearing at all. Twitter Blue includes perks such as being able to create bookmarked tweets in custom folders, a reader mode which allows long threads to be condensed with easier readability, and the ability to correct tweets up to 30 seconds before they are permanently published. Subscribers will also be able to customize the app icon color to their liking.

The World Wide Web Goes Down

Thousands of government, news, and social media websites were impacted by a global outage due to U.S cloud based company Fastly Inc. The outage lasted a few minutes to an hour and affected high traffic websites such as Reddit, Amazon, CNN, Spotify, The New York Times, and more. Fastly, being one of the world's most popular cloud based content providers, said the disruption was caused by a “service configuration” and did not comment further on the matter. This kind of incident proves how fragile the internet really is, but at the same time how strong it is because of how fast it bounced back.

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The Shoppe - Michelob Ultra Seltzer’s Vacation Ads, Estée Lauder’s Use of Snapchat, & More!

Wed, 02 Jun 2021 17:08:34 GMT

Welcome back to The Shoppe! This week we’re talking about Michelob Ultra Seltzer’s recent ad campaign, ‘Friends’ Reunion themed products, Estée Lauder Companies use of Snapchat, and more. Don’t forget to subscribe so you can be notified every time we post!

Michelob Ultra Seltzer Wants Consumers to “Vacation” in Their Ads

Michelob Ultra Organic Seltzer launched a new ad campaign on May 26th, where consumers can enter for a chance to win a vacation. Each seltzer flavor has a vacation tailored to it, and consumers can enter to win one of the three vacations through a QR code at the end of each commercial. The ads come as a part of Anheuser-Busch’s “Let's Grab A Beer” initiative that was recently revealed. The campaign was created to reach 34.5 million people every week, and will run on social media, television, and during the major upcoming golf tournaments like the US Open through Labor Day.

HBO Max ‘Friends’ Reunion Special Sparks Themed Products

The well-loved 90s TV show, “Friends”, had a much-anticipated reunion special on May 27th, and various brands are jumping in on the action with Friends-themed products and advertising. The show has inspired a wide-range of products, from many different brands, based around its lovable characters and memorable moments from the show. Some of the themed products include a makeup line from Ulta and Revolution Makeup inspired by the characters, and Lego releasing a set of the iconic “Friends” apartments. This new marketing strategy could see a lot of success in the coming weeks as thousands of consumers are looking to buy Friends-themed merchandise in celebration of the reunion.

Estée Lauder Companies Use Snapchat’s AR Commerce in New Marketing Strategy

The cosmetics brands within the Estée Lauder Companies have recently been utilizing the AR try-on lens on Snapchat, from their partnership with Perfect Corp. MAC was the first of these brands to launch with the feature on May 20th, with 20 different products available for consumers to try out, and the others in ELC are planning to follow in their footsteps. The feature allows consumers to view what a makeup product will look like on them before making a purchase, and links to the products are provided so consumers can purchase the products they like directly from the app. ELC hopes the virtual shopping experience will be successful due to more consumers turning to social media to shop, a shift that was accelerated during the pandemic.

How the Pandemic Changed the Future of Grocery Shopping

Despite the economic downfall caused by the COVID-19 pandemic, many grocery stores have seen an increase in revenue due to the closures of public dining establishments and the need for food/supplies in quarantine. Grocery stores such as Walmart and Kroger generated up to 8% more revenue in 2020 than in the previous years due to the shutdowns caused by COVID-19. The pandemic changed the ways consumers grocery shop, as many opted for online grocery shopping with little-to-no contact through delivery and pick-up services. Even as the world begins to re-open, this way of shopping for groceries seems to be continuing as shoppers have become more comfortable with it and it should be interesting to see if the habits prevail long-term.

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The Shoppe - Coca-Cola's Summer Campaign, Truly Hard Seltzer’s Partnership with Dua Lipa, & More!

Wed, 26 May 2021 14:02:22 GMT

Welcome back to The Shoppe! This week we’re talking about Coca-Cola's summer campaign, Apple’s App Tracking Transparency ad, Truly Hard Seltzer’s partnership with Dua Lipa, and more. Don’t forget to subscribe so you can be notified every time we post!

Coca-Cola’s Summer Campaign Signals Reopening

Coca-Cola recently launched their “Open for Summer” campaign, with new packaging that features 24 short poems linked to popular summer activities. The poems describe in-person summer occasions, like movie nights and sporting events, that are making a comeback following the limitations of last summer’s social calendar caused by the COVID-19 pandemic. While the poems don’t directly mention COVID-19, they bring about a sense of excitement and optimism within the recovery process of the pandemic and former activities making a return. The campaign was released in stores on May 17th and will be featured on Coke and Coke Zero bottles until August 8th.

Apple’s New Privacy Ad Displays App Tracking Feature

Apple released a new advertisement focused on their new App Tracking Transparency (ATT) feature that was recently released in iOS 14.5. The ad shows an iPhone user going about his day and how his everyday activities - representing frequently used apps - put his privacy at risk. Throughout the video, people begin to follow him and collect more of his personal information, he then causes them to disappear by enabling the ATT feature. The ad is part of Apple’s privacy campaign and users are loving it; a recent analytics report from early May shows that 96% of iPhone users are utilizing the ATT feature to protect their data and the majority of users are in support of the company’s recent emphasis on privacy. However, this prompts marketers to adjust their strategies and tracking and reporting tactics.

Lyft Launches “How to Human” Campaign

Amongst the gradual reopening of public places and increasing demand for in-person activities following the COVID-19 pandemic, Lyft has released a new campaign to highlight the struggles of returning to normal life. This follows Lyft’s new data comparing rider usage between April 2020 and April 2021 that shows an increase in rides to public places such as restaurants and gyms, presumably due to the gradual reversion to normal life and the rapid distribution of vaccines. The new ads feature short, comedic skits depicting everyday struggles people may have after the pandemic, including things as simple as a greeting or commuting to work. Lyft plans to run the “How to Human” ads through the holidays on social media and television.

Truly Partners with Dua Lipa on Newest Campaign

Truly Hard Seltzer debuted their “No One Is Just One Flavor” campaign on May 22, featuring award-winning pop star Dua Lipa. The campaign was created to highlight the wide range of flavors Truly offers (27 in total) and their well-rounded consumer base to emphasize that their drinkers are more than one thing. The loud, colorful ad depicts Dua as a multifaceted individual who has many interests such as yoga and being a dog mom. Truly Vice President, Don Lane, says the campaign is meant to “show off the many flavors that make them (consumers) who they are,” in the same way that Truly seltzers have multiple unique flavors.

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The Shoppe - AT&T and Discovery Media merger, Twitter tackling iOS 14.5, & more!

Thu, 20 May 2021 19:30:40 GMT

Welcome back to The Shoppe! This week we’re talking about the AT&T and Discovery Media merger, Twitter tackling iOS 14.5, and Coca-Cola pulling their newest energy drink. Don’t forget to subscribe so you can be notified every time we post!

AT&T, WarnerMedia, and Discovery Finalize Merger

Telecom giant AT&T announced a merger with Discovery and existing partner, WarnerMedia. This merger now introduces another media giant that will be capable of going head to head with companies such as Netflix and Disney in terms of content. Channels including Animal Planet, TLC, Food Network, and the Discovery Channel will now be part of the AT&T conglomerate. However, after preliminary discussion, and the logistics of this deal, AT&T will be unraveling it’s previous merger with WarnerMedia, which closed just under three years ago, and will now be forming a brand new media company with Discovery CEO, David Zaslav. Zaslav will also be headwaying the new company, whose name is TBA. AT&T currently owns CNN, HBO, and WarnerBros Hollywood after the WarnerMedia acquisition. Discovery CEO Zaslav included, “AT&T and Discovery’s assets are better and more valuable together.”

Twitter Tackling iOS 14.5

The introduction of iOS 14.5 from Apple has caused a shift in the marketing world. This new software limits the amount of data a certain company can obtain from personal usage of social media apps and cellphones. With this obstacle, Twitter is now following in the lead of Facebook and prompting users to not turn off their data tracking options. By keeping the data tracking on, targeted ads to users will be more relevant. In a previous disclaimer released by Facebook, a vital piece of information stating “thank you for keeping Facebook free of charge” was visible to users before turning their app tracking off or leaving it running. This was a nudge towards the idea that if users do not provide first party data tracking information, Facebook and its subsidiaries may become a pay to use platform. It is unknown how useful Twitter’s disclaimer will really be, but it will be interesting to see how these companies shift to acclimate to these changes or accept data tracking defeat.

Coca-Cola Loses Momentum

Coca-Cola launched their cola flavored energy drink, Coca-Cola Energy, less than two years ago. The drink, made with guarana extracts and B-vitamins, was introduced to compete with other drinks on the market such as Bang Energy Drink. These brands saw momentum during the social media boom during the early COVID-19 period. Coca-Cola Energy had more than 3 times the caffeine than a normal can of Coke did, and cost more to produce as well. This was also one of the first times that Coca Cola has sold a beverage that differed from it’s iconic flagship soda brand in the U.S. The energy drink will be discontinued in the North American continent by the end of 2021, but will still appear on shelves in other parts of the world.

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The Shoppe - TikTok Launches DMA Geo-Targeting, Clubhouse Introduces Android Version, QR Codes Make a Comeback, & more!

Wed, 12 May 2021 13:14:52 GMT

Welcome back to The Shoppe! This week we’re talking about TikTok launching their DMA geo-targeting feature, Clubhouse releasing an Android version, QR codes making a comeback, and more! Don’t forget to subscribe so you can be notified every time we post!

TikTok Launches DMA Geo-Targeting

TikTok has just recently announced a range of new promotions, ad tools, and education sessions to celebrate National Small Business Month! These additions will help small businesses make better use of the platform while providing more opportunities for promotion via short video clips. One of these new elements is the push to help amplify SMBs with the #SupportSmallBusiness hashtag. Throughout this month, the TikTok community can show their love for their favorite small business by using this hashtag. Though not every small business will be able to create viral content, TikTok is hoping these promotions can enhance SMB discovery through the app. Another exciting announcement is that of TikTok’s new partnership with Nielsen that will enable businesses to utilize Nielsen's Designated Market Area (DMA) geo-targeting for their campaigns. This will allow businesses to reach customers/users in the United States with a more specific location targeting option which will also increase these SMB opportunities. Last but not least, the app is launching a TikTok for Business Club on Clubhouse that will host a series of interviews with SMBs that have experienced success on the platform.

Livestream Shopping Takes eCommerce to the Next Level

Over the course of the past few years, livestream shopping has exploded in China and is now emerging into the United States as U.S. brands and retailers have begun to experiment. Take Walmart for example, who brought shoppable livestream experiences to TikTok and included a “Spring Shop-Along: Beauty Edition'' with TikTok creator Gabby Morrison, who has more than 3.5 million followers. Nordstrom and The Home Depot are also in on the livestream shopping trend. Mark Yuan, co-founder and CEO of And Luxe , predicts that the U.S. will see “significant traction” with livestreaming and it “will be a very important part of eCommerce.” Yuan sees livestreaming as most effective for retail segments with a large number of SKUs, like apparel.

Clubhouse Introduces Android Version - Finally!

An Android version of the audio social platform, Clubhouse, is now available in limited beta as the wider launch is in the near future. The plan for the next few weeks is to collect feedback from the community, then fix any issues that arise before rolling it out into even more locations. Currently, there are a few significant limitations including the lack of options to follow topics, inability to create or manage clubs, and no option to update your name or username in the app. Clubhouse’s lack of an Android app has caused growth to slow significantly, as competitors such as Twitter, Facebook, and Instagram all begin to add Clubhouse-like audio social options to their platforms. With the invite-only feature being one of the platform’s keys to rapid growth in its early months, it could also be seen as a limitation. However, Clubhouse claims that the quick growth influenced a shift in focus to hiring, fixing, and company building which will help the company to better serve the community in the long run. It will be interesting to see if Clubhouse can keep an edge over competitors now that the Android version is released!

QR Codes Make a Comeback

QR codes were created in 1994 and marketers placed them on everything from drink labels to billboards. However, many consumers viewed these QR codes as a gimmick being that it was a clunky user experience that lacked a clear benefit for the consumer. This all changed once the pandemic hit and renewed interest in the untapped potential of QR codes. The pandemic made it necessary to social distance and avoid contact as much as possible, reintroducing QR code technology into the picture. Retail and dining sought touch-free options to stay afloat and consumer views changed to seeing these codes as a benefit, being that they didn’t have to touch everything such as menus, payment terminals, or pens. As a result, the global contactless payment technology market is now anticipated to reach nearly $4.7 trillion by 2027 and QR codes are becoming marketers’ go-to solution for connecting the digital and physical worlds. Additionally, many companies use QR codes to offer special sales and contests, behind-the-scenes content, and more. Knowing both the benefits and security risks of QR codes can be very beneficial for senior marketers and business leaders. Click here to follow the three steps to tap into the power of QR codes moving forward!

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The Shoppe - Amazon’s Targeted Messages, Apple’s App Tracking Transparency, & More!

Wed, 28 Apr 2021 14:59:18 GMT

Welcome back to The Shoppe! This week we’re talking about Amazon’s new targeted messages, Apple’s app tracking transparency, and the NFL’s partnership with Clubhouse! Don’t forget to subscribe so you can be notified every time we post!

Amazon’s Introduction of Targeted Messages

Amazon is testing a new service which allows sellers on its ecommerce site to contact shoppers directly by email. This new software tool is called “Manage Your Customer Engagement” and is geared for marketers who seek to stand out on Amazon’s marketplace, as this will urge consumers to make repeat purchases . By letting marketers build a following on Amazon, just as they do on social media platforms, the company is helping to support brands’ efforts to build brand loyalty that will last after the initial purchase. Amazon will keep people’s contact information private, yet, audience targeting is expected to become more challenging as tech companies restrict data-sharing due to the growing concerns regarding privacy. For this reason, Amazon’s email marketing pilot is additionally notable since brands are facing the loss of behavioral targeting technologies as companies, such as Apple and Google, take steps towards giving consumers more control over their personal data.

Apple’s App Tracking Transparency is Here

The latest version of Apple’s mobile operating system, iOS 14.5, has launched and comes with a highly-discussed new privacy feature. This feature is called App Tracking Transparency and was announced nearly a year ago but was delayed to give developers more time to prepare. This means that iPhone users will now begin to see many more privacy prompts as they continue using their regular apps, where each will ask for permission to “track your activity across other companies’ apps and websites.” So what will turning this tracking on or off actually do? By saying no to this tracking, the app will no longer be allowed to use Apple’s IDFA identifier to share data regarding your activity, with data brokers or other third parties for advertising purposes. Since there is an enormous amount of personal information being collected about consumers without their consent, this will give iPhone users a simple way to control that sharing. Ultimately, the full impact will depend on how many people choose to opt out of the tracking, yet, it’s difficult to imagine many iPhone owners saying yes to such prompts when they begin to appear.

T he NFL’s Addition of Clubhouse to its Social Media Lineup

In an attempt to recapture the magic of last year’s draft with record TV ratings, the NFL partnered with the social audio app, Clubhouse, to offer exclusive live programming throughout the week of this year’s NFL Draft. On April 26th, the league began to host a series of rooms in the invite-only app to give fans a preview of what to expect during the draft to be held April 29 through May 1. During the draft, fans will be able to drop into the NFL’s live audio rooms to hear team picks as they’re announced along with listening to discussions from athletes, coaches, and broadcast personalities. The addition of Clubhouse to its social media lineup, along with the NFL’s partnership with Snapchat, presents how the league is leveraging mobile to engage sports fans, especially younger consumers who are heavy social media users. Clubhouse’s exclusive programming with the NFL could help drum up interest in the app, which faces increasing competition from rivals, such as Facebook and Twitter, who are expanding into the social audio area as well.

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The Shoppe - Budweiser's Vaccine Awareness, Uber Eats Stories, Seizing the Clubhouse Buzz, & More!

Wed, 21 Apr 2021 13:09:28 GMT

Welcome back to The Shoppe! This week we’re talking about Budweiser’s COVID-19 vaccine awareness, Uber Eats launching their Stories function, marketers seizing the Clubhouse buzz, and more! Don’t forget to subscribe so you can be notified every time we post!

Free Budweiser for COVID-19 Vaccine Awareness

In an attempt to support awareness and education about protecting public health, Budweiser has created a giveaway offering free beer to people who can show that they have received the COVID-19 vaccine. The company’s effort to raise awareness began when Budweiser announced that they would forgo running any ads during the Super Bowl for the first time in 37 years. Instead, they would redirect the ad budget to public health messaging over the course of this year. For the vaccine incentive, the first 10,000 people who respond to the “Reunite with Buds” giveaway will receive a $5 virtual debit card after uploading their proof of vaccination, such as a selfie showing their vaccination sticker. Additionally, Budweiser is bringing back a new version of the “Reunited with Buds” commercial that includes the iconic Clydesdales and puppy running towards each other on a country road. This month, Budweiser celebrated National Beer Day with a vaccination public service announcement titled “Good Times Are Coming” in collaboration with the Anheuser-Busch Foundation and the Ad Council.The spot aimed to remind people of the good times they had getting together with friends, and to visit the GetVaccineAnswers.org website to learn more about vaccines. Budweiser is one of many brands giving away free products to incentivize people to get vaccinated. Others include Budweiser’s rival beer, Samuel Adams, who began to offer free beer this month along with Krispy Kreme who offers free doughnuts to customers who show their vaccination cards.

Uber Eats Joins the Stories Trend

To better help merchants engage with in-app customers, Uber Eats has launched a Stories function. The company hopes to increase engagement with younger consumers that have helped to popularize the feature that temporarily strings together photos and video content. By adding the story feature, this could potentially make Uber Eats more attractive to consumers and merchants as delivery apps continue their rise in popularity due to the coronavirus pandemic impacting in-person dining. Uber Eats Merchant Stories allows owner-operators to upload images along with adding text to give customers updates on deals, menu changes, new services, or seasonal promotions. Delivery continues to guide parent company, Uber, as delivery bookings are up 130% from a year ago.

K ey Steps for Marketers to Seize the Clubhouse Buzz

The part radio, part Zoom, part podcast app, Clubhouse, has taken over these past few months as it stepped in as the social media app for building connections in the middle of lockdowns and social distancing. The app continues to grow in popularity as 600,000 users in December of 2020 has increased to over 10 million today. The app is now valued at $4 billion compared to $1 billion in January. The novelty of connection via audio message rather than direct messaging, status updates, or photos and videos is a breath of fresh air for people who spend their days on Slack and Zoom calls. Clubhouse is a community-building tool that keeps its users coming back and it’s clear that investors, influencers, and users all believe in the app’s future. Other major social media networks such as Facebook, Instagram, and Snapchat are building to compete with this app. Similarly, investors and users are not overlooking this platform nor should any other brand marketer. Now is the time for businesses to start conversations on Clubhouse as the app is growing rapidly. Start to build your online community where like-minded followers of your brand can connect by following these strategies below:

Choose members and build a follower base: When your audiences follow your clubs on Clubhouse, they become followers of those clubs and see updates each time the club hosts a new room.
Purchase domains for a presence outside the app: Register multiple domain names associated with your clubs to create a presence outside of the app where interested followers can learn more and engage further with your brand.
Host a conversation to highlight expertise: The key is actively participating and sharing knowledge and expertise in a helpful, rather than sales-focused, way.
Roll out marketing and news releases: Focus on being authentic, informative, and helpful. Give people value they can walk away from the conversation with that’s not just about your product or service.

Brands Lose Gen Z Consumers Due to Poor Digital Shopping Experiences

The Gen Z population is known for being “digital natives” who grew up using smartphones, making most of them fluent in messaging, social media, and navigating other apps. As they get older and earn spending power, these younger consumers are expecting instant gratification from their digital experiences. Brands need to make a positive and lasting impression as Sitecore found in a study that 57% of Gen Zers said they are less loyal to brands than before the pandemic. Additionally, more than one-third (38%) of these Gen Z consumers stated that they allow a brand just one second chance to fix a mistake before switching to a rival brand, along with 74% of the respondents saying they would find another retailer if an online store is out of stock. An alarming statistic for brands and their direct-to-consumer and ecommerce strategies is that 64% of Gen Zers said they wish to keep buying almost everything online post-pandemic. The majority of Gen Zers admitted that they view online shopping as an experience rather than a mere transaction and have high expectations as they want new and exciting experiences when shopping online. It’ll be interesting to see what compelling aspects businesses come up with to keep their younger consumer audiences captivated while online shopping.

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The Shoppe - Clubhouse’s Competition, COVID19's Influence on Snacking, TikTok Advertising, & More!

Wed, 14 Apr 2021 14:40:45 GMT

Welcome back to The Shoppe! This week we’re talking about Clubhouse’s competition, how COVID-19 has influenced a snacking boom, advertising on TikTok, and more! Don’t forget to subscribe so you can be notified every time we post!

Clubhouse Competition is on the Rise

The audio social app, Clubhouse, raced up the download charts earlier this year but has since faced a slowdown in adoption. Part of this is due to the fact that the app is invite-only, which limits the number of users who are allowed access, while the other reason could potentially be due to the lack of an Android option. However, the Android app is currently a key strategic focus for Clubhouse and is currently progressing in an effort to provide a new range of potential user access to the app. Meanwhile, competitors such as Twitter, Facebook, LinkedIn, and Reddit are beginning to develop their own audio social options. Just last week Facebook launched an entirely new app called ‘Hotline’ that looks to build upon the Clubhouse experience. These competitors are increasing the pressure for Clubhouse to hasten its development timeline which could lead to issues down the line, yet, there is a need to expand quickly if the app wants to keep up. It will be interesting to see if Clubhouse remains competitive as the big tech companies seek to capture their audience and beat Clubhouse at its own game!

COVID-19 Influences a Snacking Boom

According to a Coca-Cola report , 73% of Gen Z and Millenials admitted to snacking more than ever at home during the pandemic with Gen X and Boomers not far behind. Big brands are shifting to satisfy this growing demand for cookies, chips, and beverages as Americans admit they will do whatever it takes to get a snack including walking over a mile for their favorite sweet or salty snack. A PepsiCo Frito-Lay survey revealed a surge in snacking during Super Bowl 2021 where 40% of Americans reported they planned to snack more than they had during Super Bowl 2020. To meet this demand, Frito-Lay shipped over 70 million pounds of snacks during the week prior to the big game. Major snack brands such as PepsiCo, Coca-Cola, General Mills, Kellogg, along with others are making note of this surge in snacking and are using celebrities to boost consumer interest in their products. An example of this would be the launch of PepsiCo’s “spiciest chip yet,” the Tostitos Habanero this past March. Comedian Kate McKinnon and actor Dan Levy helped promote the new snack product by starring in a commercial. Similarly, Lady Gaga-inspired Oreos were one of 2021’s first major brand-celebrity collaborations followed by the company’s release of new flavors such as Java Chip, Brookie-O’s, and others. According to CMO of Placer.ai (a foot traffic intelligence platform), Ethan Chernofsky, top grocers such as Publix, Kroger, and Trader Joe’s are trending in the right direction and could be heading into a period of unique strength while grocer stocks are up more than 20%.

2 021’s Video Content Influences Consumer Decision-Making

Video continues to be a powerful tool which allows the connection and engagement with consumers. As the majority of brands move their offers online, there’s no surprise that consumer habits are changing as well, so the question is if video is still influencing purchase decisions or not. To help answer this question, the team at Animoto surveyed 580 consumers to gain some insight. 93% of these consumers reported that video is helpful when purchasing a product and Facebook, Instagram, and YouTube are the top three platforms that consumers use to find new products and/or services. Additionally, consumers said that they preferred video rather than reading about a product or looking at photos when learning about a new product or service. With this being said, before posting the same video on every platform for your business, consider how your audience may differ by platform. For instance, short and vertical content excels on Stories while YouTube favors long-form and landscape videos. For more tips on how your business can stand out using video on social platforms, check out Animoto’s infographic!

Marketers Turn to TikTok for Advertising

As TikTok continues its trajectory to become the next billion-user platform, more and more marketers are considering the app as an opportunity to expand their promotional efforts. Kantar conducted a study as to how ads on TikTok are perceived compared to other platforms. The market research company interviewed more than 25,000 participants across 20 different countries in order to gather insights regarding TikTok ad effectiveness. Their findings were as follows:

Ads on TikTok are 'inspiring'
Ads on TikTok are trend-setting
Enjoyment and optimism is key
TikTok ads grab attention
TikTok users view ads more favorably

By combining each of these attributes, ads on TikTok presented a 10% better ad receptivity, on average, in comparison to other platforms. Ads on TikTok have found ways to authentically and natively become a part of the TikTok community and experience. It’s important to remember that much of this also comes down to the approach and how one presents their in-stream promotions. However, there is a strong opportunity to connect with audiences with your brand messaging and become part of the app’s culture! Click here to read more about TikTok ad effectiveness.

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The Shoppe - Budweiser's Social Push, Clubhouse's Monetization Feature, Google's Phase Out of Third-Party Cookies, & More!

Wed, 07 Apr 2021 17:46:31 GMT

Welcome back to The Shoppe! This week we’re talking about Budweiser’s social push, brands turning to longform content, Clubhouse’s new monetization feature, and Google’s phase out of third-party cookies. Don’t forget to subscribe so you can be notified every time we post!

Budweiser’s “Swear, Sip, and Ski” Contest

Budweiser’s most recent campaign is one that chirps at the stereotype of Utah’s mild mannered residents as a part of a longer-term effort to continuously engage the state’s consumers. While the contest will reward the winner and a friend with a helicopter ride to the top of a mountain for a day of heli-skiing, a cash prize, lunch and dinner, and a two-night stay at a lodge in Snowbird, Utah, the contest is open to all U.S. residents. This increases the likelihood that the contest will go viral and social media users will share their contest entries with friends and followers. Utah became the first state to have a specially designed Budweiser bottle that has a label saying “This Bud’s for U-tah” and includes imagery from iconic sites throughout the Beehive State. In-store advertisements include toned-down Utahn swears such as “oh my heck” and “frick yeah.” The heavy in-store presence of the campaign will include the placement of “swear jars” in some retailers so that each time someone purchases a “swear,” Budweiser will make a donation to the Utah Clean Water Partnership. This environmental pledge can help build goodwill among consumers who appreciate brands giving back to their communities.

Fewer Ads, More Movies

Brands are turning to longform content, such as movies, to reach consumers. Nike’s production arm, Waffle Iron Entertainment recently co-produced The Day That Sports Stood Still , an HBO documentary about the COVID-19 lockdown’s impact on sports. The release comes as ad-free streaming services, like Netflix, begin to overtake traditional broadcast television. Advertisers spent 12% more on online advertising in 2020, with documentaries growing 120% since 2019. Additionally, Procter & Gamble plans to introduce similar content. P&G’s Vice President Kimberly Doebereiner will serve as one of the executive producers on Imagine Documentaries’ film Mars 2080 . Their objective with the project is to create engaging content that is “consistent with P&G’s strengths and values,” according to Imagine’s website .

Clubhouse Announces Monetization Feature

The one-year-old social app, Clubhouse, has just announced its new feature that allows users to send money to their favorite creators or speakers on the platform. “Clubhouse Payments” serves as the first of many features that will allow creators to be paid directly on the platform. This strays away from the use of the platform “Patreon” which provides business tools to creators so that they are able to run a subscription service and rewards their subscribers with perks. The co-founder of Clubhouse, Paul Davison, claims that the start-up wants to focus on direct monetization on creators rather than advertisements. A user will visit the profile of the creator that they wish to send money to and will be able to click ”Send Money” if the creator has the feature enabled. It’s like a virtual tip jar! The total amount of the payment will go directly to the creator, the user sending the money will be charged a small fee that will be sent to Clubhouse’s payment processing partner, Stripe, and Clubhouse will not receive any of the money. By cultivating influencers and rewarding them with payments, this is just one of the ways that the start-up app is promoting high-quality content on its platform. It is interesting that Clubhouse’s first attempt at monetization will not dedicate any percentage of toward the company, especially considering that creator monetization is what has led to the growth of large businesses. For example, Cameo, an app that sends personalized messages from creators and celebrities, receives about 25% of each video sold on its platform.

SWAN Vs. SWAN

As of last week, there are now two separate post third-party cookie proposals named “SWAN.” The first SWAN exists within the Chrome Privacy Sandbox and the other aims to serve as a Privacy Sandbox alternative. While these two SWANs have nothing in common besides their acronym, they were both launched as a reaction to Google’s phaseout of all third-party cookies. The newest SWAN (Secure Web Addressability Network), which goes by SWAN.community, serves as an effort to remove the need to bombard people with cookie notices. While the newer SWAN is not a proposal within the Privacy Sandbox, the first SWAN (Storage With Access Negotiation) is. The idea behind Storage With Access Negotiation is to broaden the definition of what constitutes a first-party set within the Privacy Sandbox and allows publishers to make that data available for in-browser auctions within TURTLEDOVE (another post third-party cookie). Click here to learn more about the two SWANs and how they differ!

For help navigating your marketing strategy in the midst of the third-party cookies phase out, contact the SparkShoppe team.

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The Shoppe - Chipotle’s National Burrito Day Giveaway, Volkswagen’s April Fools Rebranding Stunt, & More

Wed, 31 Mar 2021 17:58:29 GMT

Welcome back to The Shoppe! This week we’re covering targeting Millennial and Gen Z audiences, Chipotle’s National Burrito Day giveaway, Volkswagen’s April Fools rebranding stunt, and more. Make sure you subscribe so you can be notified every time we post and be on the lookout for tricky marketers looking to pull a fast one on consumers this week!

Putting Category Before Trend

When it comes to building a successful brand that is targeted towards Millennial and/or Gen Z consumers, startup companies need to drift away from their back-to-front branding strategy and start driving new consumer trends instead. The Millennial and Gen Z audience is more often influenced by self-education through social media and other channels, rather than fixed habits or brand loyalty. With this being said, their habits and interests are constantly in flux. Companies that choose to follow along with these ever-changing consumers tend to find themselves regularly having to reinvent their identity, which could lead to them dropping market share drastically. Therefore, instead of attempting to time the market around this audience, the smarter option here would be to invent the new consumer habits through categories of product and subsets of brands within these categories. Both the way Millennial and Gen Z consumers interact with brands and the cause behind what captures their attention spans, are changing at an unmatched rate. As these attention spans shrink, the ability for firms to keep brand loyalty becomes more difficult and category build is needed. This presents the opportunity for industries to systemize branding rules that are less vulnerable to changing industry trends. It will be interesting to see what companies come up with and what consumer habits will be created to target these audiences.

Budweiser’s Home Run Idea for MLB’s Opening Day

With the pandemic delaying last year’s Major League Baseball season and reopen, Budweiser plans on offering a pop-up stadium experience in New York and Chicago to evoke the enjoyable memories of attending games in person. The pop-ups will be for the baseball fans who won’t be able to attend Opening Day games on April 1st. The efforts of experiential marketing were suspended for the most part during the pandemic, however, these pop-ups indicate that brands are becoming interested in the idea once again . In addition to the pop-up stadium, Budweiser has set up an Opening Day microsite that will give Chicago Cubs fans a chance to win tickets to an upcoming game at Wrigley Field. Budweiser is also running a social media contest to choose a small group of baseball fans to throw the first pitch for their favorite team. As Twitter users will share their contest entries in tweets, Budweiser can reach younger fans who rely on Twitter to stay on top of the news and current trends. This Opening Day Promotion is going hand-in-hand with other recent efforts by Budweiser to stand out amongst the advertising clutter. For example, instead of dying its beer green for St. Patrick’s Day, the company shifted the idea of being green into a promotion for sustainable energy. Budweiser pledged to offer enough renewable energy certificates to cover the estimated electricity that the U.S. beer industry uses in a single day. The brand has also been redirecting its media dollars to support COVID-19 vaccine awareness and refrained from running ads for Budweiser during the Super Bowl for the first time in 37 years.

Chipotle’s National Burrito Day Giveaway

To celebrate National Burrito Day on April 1st, Chipotle Mexican Grill will be giving away $100,000 in free burritos and $100,000 of bitcoin cryptocurrency. Their “Burritos or Bitcoin” microsite will give users the chance to guess the correct six-digit passcode to unlock the prizes. Bitcoin has gained a heightened amount of attention after billionaire Elon Musk made the announcement that his electric-car startup Tesla had purchased $1.5 billion of the cryptocurrency and would begin to accept bitcoins for payments later on this year. Chipotle’s contest taps into this high level of cryptocurrency interest, as the value has jumped to a record of more than $60,000 per coin earlier this month. This contest is an opportunity for Chipotle to continue to build out its first-party consumer data for future campaigns by asking users to register for the chance to win burritos or bitcoin. First-party data is becoming more and more valuable to marketers as audience tracking technologies, such as third-party cookies and device identifiers, are coming to a halt. Additionally, Chipotle has made its first significant investment in a third-party technology company by partaking in a funding round for Nuro, an anonymous delivery startup. The “Burritos or Bitcoin” contest follows various efforts to reach younger consumers through digital channels, similar to Budweiser’s Twitter contest!

Volkswagen’s Rebranding Stunt

In an attempt to repair its image after the U.S. authorities discovered that its so-called “clean diesel” vehicles cheated on the emissions test in 2015, Volkswagen plans to change its brand name in the United States to “Voltswagen.” APRIL FOOLS! Volkswagen pulled a fast one on both the media and its consumers as a press release earlier this week outlined a hoax Voltswagen makeover and substantial changes to the company’s branding assets. While these April Fools’ Day stunts are not unusual from marketers, Volkswagen took it to a new level and a potentially ethically dubious one. As reporters claim that internal sources at the automaker had lied to them to keep up the stunt, this could potentially aggravate past missteps, such as the 2015 scandal, that have weakened trust in the brand. Volkswagen has recovered some of its mojo with the brand’s prioritization of sustainability in recent years, but it will be interesting to see what the company has planned to recover from this trick!

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The Shoppe- Working From Home, TikTok Shadowbanning, & More

Mon, 22 Mar 2021 13:09:24 GMT

Welcome back to The Shoppe! This week we’re talking about the silver lining of the pandemic, Nike’s data-driven marketing approach, TikTok’s shadowbanning setback, and NFL’s 10-year pact with Amazon Prime. Don’t forget to subscribe so you can be notified every time we post!

Working From Home Transforms Consumer Experiences for Good

As we approach the 1 year mark of the pandemic, we are drawn to the question of “what’s next?” While this past year has been quite gloomy, it’s important to take note of a silver lining behind it all. The shift of consumer behavior has tremendously impacted and transformed the future of marketing. As you may guess, this is due to our increased at-home experience and how it has changed how we work, shop, and live in general. How we consume everything, from content to products, has been altered, causing businesses and brands to adapt alongside consumers. More specifically, there are four trends that are helping B2C and B2B relationships flourish. The first being that consumers will automatically expect more helpful and relevant shopping experiences as the digital possibilities are ever-rising. The second trend is consumers becoming both locally minded and collectively conscious as the value of our local community is heightened. For example, Google searches for “support local businesses” grew globally by over 20,000% year over year. Trend number three is recognized as brand value converging with personal values to shape spending decisions. The fourth trend is that marketers’ own at-home experiences are bringing out the next-level empathy in creative that consumers experience. Click here to read more about the four COVID-era trends.

Nike’s Evolving Approach to Data-Driven Marketing

A spotlight is being shined on Nike’s quarterly results by company executives as Nike generated $1 billion in digital revenue in North America for the first time in Q3. This past February, Nike acquired the machine learning platform, Datalogue, which prepares and integrates data from a variety of sources across an enterprise. For Nike, this means drawing on owned channels, such as their app ecosystem, that has been a major engagement driver with consumers during the pandemic. Even though the acquisition of Datalogue is still recent, Nike leadership explained that results are already forming as a result of more improved and personalized search results and product recommendations. Datalogue builds on other tech-oriented purchases by Nike, such as the predictive analytics company, Celect . Other brand marketers are following a similar strategy to strengthen their first-party data expertise.

Can TikTok Recover From Their Shadowbanning Setback?

More and more brands have taken TikTok under their wing to incorporate into their marketing strategies. The social platform offers a remarkable opportunity to reach target audiences, yet, these brands have to understand a key issue that TikTok creators are currently facing: shadowbanning. This occurs when a platform hides or removes content without notifying the user that created it. Shadowbanning is usually suspected when a creator notices that their videos aren’t getting the numbers of views that they normally would. Perhaps the biggest issue surrounding shadowbanning is that there is just so much left to the unknown. Content could be suppressed because it somehow violated TikTok’s community guidelines or because the algorithm mistakenly flags the content as inappropriate. Here is where the fear kicks in, as creators don’t know what they did to cause their performance to dwindle. It’s becoming a common worry amongst the creator community that their accounts will get shadowbanned if they begin to create sponsored posts, so they end up not creating them altogether. This disrupts brands’ abilities to share their marketing messages on the social platform. Since users are unaware of how to avoid being shadowbanned, creators may eventually stop using the platform completely. The “shadow” part of shadowbanning is alarming for both creators and the brands that depend on TikTok as a part of their marketing efforts. With this being said, brands need to realize that this issue is not going away, and TikTok should be prepared to address these concerns and let creators know that they are seen and heard.

NFL and Amazon Entering Into an Agreement

The pandemic has led streaming to become many consumers’ preferred way to view and watch content. The NFL recognizes this shift in media consumption habits and Amazon is making moves to fortify its media business. As a result, the two companies have formed a 10-year pact that grants Prime Video exclusive rights to broadcast 15 Thursday Night Football games and one pre-season match per year in the United States, beginning in 2023. This marks the first time a streamer has grasped an exclusive broadcasting package for NFL games but is just one of several long-term deals that the NFL has struck with media partners to direct more attention to digital channels. With this access to NFL games, Amazon will gain a powerful means of attracting ad dollars and help with securing a leadership position in an increasingly crowded streaming space. Additionally, NFL games streaming on Prime opens the door for brands to reach fans beyond static ad placement. The NFL and Amazon will continue to work together on exclusive content and “enhanced fan viewing experiences” well past 2023.

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The Shoppe - The Hard Seltzer Industry, Voice Apps, & More

Thu, 18 Mar 2021 20:05:28 GMT

Welcome back to The Shoppe! This week we’re talking about the growing hard seltzer industry, the increase of voice-based apps, the unethical side to advertisements incorporating deepfakes, and more. Don’t forget to subscribe so you can be notified every time we post.

Heineken launches hard seltzer brand Pure Piraña to exploit the growing health-focused beverage trend

Similar to Budweiser and Corona tapping into the rapidly growing hard seltzer market, Heineken has announced the launch of their own hard seltzer brand, Pure Piraña, in Europe. In an effort to capitalize on the growing demand of health-focused beverages, Heineken is branching out of their beer comfort zone and implementing a “beyond beer” strategy. Unlike the US, the hard seltzer category is still relatively scarce in the UK. With this being said, Heineken plans on being one of the first to market their brand in Europe in an attempt to dominate the market share in the category. The company explains how the hard seltzer reputation is shifting from artificial and juvenile to a more adult and balanced concept, which is why the trend is growing. Pure Piraña was launched first in Mexico and New Zealand in September and will be introduced into the UK and other countries throughout the year and into 2022. Social media will be crucial to their next launch as influencers spreading the word was the key to success in Mexico where Heineken is now a market leader.

Clubhouse announces accelerator program for creators on its platform

As the pandemic continues to influence and increase our online presence daily, Clubhouse has announced the launch of their first creator accelerator program. This program is designed to help aspiring hosts and creators boost their audience, associate with brands, and monetize their shows. Clubhouse’s success has induced the release of numerous voice-based apps from large competitors such as Twitter Spaces and the forthcoming app from Facebook . Going hand-in-hand with this new program, Clubhouse has introduced new features that users have been inquiring about including link sharing and language filtering. Additionally, the app no longer requires users to give access to their contacts and, instead, allows users to personally invite new people to the platform by using their phone number. While Clubhouse may remain invite only and the app is not yet available for Android users, it was still valued at $1 billion during a recent funding round. The accelerator program will be accepting 20 creators and is now taking applications through March 31st.

Mountain Dew Raises Ethical Questions with Bob Ross Deepfake

As more and more brands look to incorporate nostalgic themes in their advertisements, deepfakes are rising in popularity to easily broaden reach. Deepfake technology is used to recreate the likeliness of one person with another in video or other social media forms. However, in some instances, this technology raises the ethical red flag. Mountain Dew recently released the 15 second YouTube spot featuring a deepfake of Bob Ross who passed away in 1995. The spot presents the late painter adding “happy little droplets'' to the canvas with a Mountain Dew bottle incorporated in the scenery. PepsiCo opted out of responding to any moral or authenticity concerns. It will be interesting to see how quickly this type of dark media manipulation takes over advertisements as techniques grow stronger and costs shrink.

TikTok Shifts Towards Default Personalized Ads

As TikTok users know when opening the app, one is immediately presented with a general or random advertisement. However, as the avid TikTok users now know, the app has begun to alert users and let them know that their advertisements will soon become personalized based upon your TikTok activity. If you’re someone who enjoys watching popular creator Charli D’Amelio, you will soon be viewing ads by all of the brands looking to sell you Charli’s favorite clothing, food, and artists. TikTok will base these personalized ads off of people’s individual data that third-party advertisers will utilize to target users that will potentially buy from them. The notifications seem to be coming off as misleading and are confusing some who think the app will no longer allow you to opt out of personalized ads. However, personalized ads will become the default setting and users will still be able to switch back to general ads if they wish to. Even though TikTok emphasizes their commitment to respecting user privacy, switching to personalized advertisements as the default setting is bound to cause some repercussion from privacy experts and consumer rights advocates. Be sure to keep your eye out as the company plans to make the switch on April 15th.

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The Shoppe - Lady Gaga Oreos, Alcohol Delivery & More

Wed, 17 Feb 2021 20:51:18 GMT

Welcome back to The Shoppe! This week we’re talking about Drizly’s advertising value, Oreo’s collaboration with Lady Gaga, simplicity in advertising and more. Make sure you subscribe so you can be notified every time we post.

The Oreo and Lady Gaga Collaboration

Inspired by her latest album, Lady Gaga has partnered with Mondelez International’s Oreo on a limited edition line of cookies. Decked out in pink packaging, the first celebrity Oreo features green icing and various Chromatica related embossments in each cookie. As part of the collaboration, Mondelez is now an official sponsor of Gaga’s Born This Way Foundation, focusing on spreading kindness and assisting the mental health and wellbeing of young adults. Celebrating the release, Oreo launched a digital scavenger hunt, encouraging fans to respond to a variety of tweets for a chance to win signed cookie packages from Gaga herself. They also launched the “Sing It With Oreo” sweepstakes, giving fans a chance to win Lady Gaga merchandise and a trip to attend a concert and meet and greet, by sending their loved ones personalized, uplifting “OREOgrams.” Open from December 15, 2020 to April 30, 2021, fans can enter at singitwithoreo.com .

Coca-Cola Announces Plans for New Marketing Strategy

Following the full review of current media practices, and a continued decline in profit and revenue as a product of COVID-19, Coca-Cola has shared their plan to implement a new marketing strategy. In an effort to drive greater efficiency across advertising spend, like many other brands, Coke will be adopting a more digital focused approach. Through always-on, data driven campaigns, Coca-Cola will be investing more in digital marketing initiatives to better reach their most profitable markets. In combination with brand extensions, new product launches and the consolidation of third-party agencies, the company hopes to optimize not only their budget, but their ability to adapt to the ever changing needs and preferences of the consumer. It will be interesting to see how these changes affect the advertising efforts we see in the coming months.

The Advertising Value of Food and Beverage Delivery Services

As food and alcohol delivery services become more and more prominent, advertising opportunities within the front running apps are becoming more attractive. Major brands like Guinness, Babe Wine, Cutwater and more, are beginning to turn to alcohol delivery apps like Drizly to reach digital consumers. With the expansive shutdowns and stay at home orders of COVID-19, Drizly and many other e-commerce based businesses have seen massive success. Inspired by this success, advertisers are turning to companies like Drizly and the digital marketing space as a whole, to maximize awareness and drive online sales. With the convenience and ease of alcohol delivery, brands expect the hype around alcohol delivery apps to continue despite the potential of returning to normal life. We can expect to continue to see growth in digital spend among major food and beverage companies, as the preference for online shopping persists.

K it Kat’s Shares Have A Break Zoom Ad

Drawing on the popular company slogan, “have a break, have a Kit Kat,” Kit Kat has shared its simplest ad yet. Highlighting the everyday experience of life during a pandemic, the image depicts a daily schedule of Zoom calls, with time blocked off for Kit Kat consumption. Created by Sam Hennig of One Minute Briefs, the ad has sparked a conversation surrounding the appreciation of relatability and simplicity in advertisements. While Kit Kat’s Zoom ad isn’t the first to tap into the relatability of remote work, it effectively delivers the brand’s widely recognized message in a unique, straightforward way, while perfectly illustrating the reality many of us are facing.

V iew the advertisement here .

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Marketing Valentine's Day in 2021

Fri, 12 Feb 2021 20:42:14 GMT

While this Valentine’s Day may look a little different than previous years, people are still celebrating. Following a year of rapid e-commerce growth and record spending on digital advertising, like the Christmas season, Valentine’s Day has become an opportunity for brands to benefit from online gift shopping. Whether or not you sell romance related products, the holiday presents a unique opportunity for companies to join conversation and engage with new audiences. Now more than ever, consumers are turning to the internet to research, engage and purchase. Valentine’s Day is the perfect time to reach these customers and establish meaningful relationships.

Here are some noteworthy efforts we’ve seen from big brands so far…

DoorDash & Shake Shack

Encouraging couples to celebrate the holiday at home, DoorDash and Shake Shack have partnered on a multi-channel campaign promoting a Valentine’s Day Boyz II Men concert. With the live concert, the companies will be making limited edition products available, including a Date Night Essentials Kit and a Boyz II Men chocolate covered strawberry shake. While it seems like an unlikely trio, the brands have been getting a positive response online from a series of punny tweets and stories across the major social media platforms.

You can stream the live concert on Twitch or on the brands’ Instagram and Facebook pages, at 8PM EST on February 14th.

Spotify

Popular music streaming service, Spotify, has revamped their Romance hub for this Valentine’s Day. Providing a place for all things love and heartbreak, the hub features a variety of themed playlists and podcasts. To bring attention to the role music plays in bringing people together, the company has also partnered with online dating app, Tinder, to feature a playlist showcasing the top songs attached to Tinder profiles this year. Whether you’re looking for a romantic playlist to soundtrack your Valentine’s Day dinner, or a relationship advice podcast, Spotify’s Romance hub has something for you.

Hotels.com

With a not so romantic take on the day of love, Hotels.com has launched a sweepstakes encouraging travelers to reserve their exes a stay that they deserve. Travelers are prompted to share their dream solo V-Day hotel stay, and why their exes deserve a trip to the dump, for a chance to win a Hotels.com gift card. In addition to their anti-Valentine’s Day sweepstakes, the company has been doing their fair share of social media interaction in favor of the holiday. For example, in their response to the popular love letter tweet from Target, Hotels.com shared their infatuation with vacation rental competitor, Vrbo.

Target

The Valentine’s Day love letter tweet from Target is a great example of taking advantage of the online conversation surrounding the holiday. With over 3,000 responses, the tweet has encouraged not only shoppers to share their 2021 Valentine, but a variety of other brands have chimed in. From Uber Eats and Drizly, to Swedish Fish and Sour Patch Kids, flirty responses are pouring in and brands from all industries are participating. A fun addition to their usual Valentine’s Day promotions, throughout the week leading up to the holiday, Target has been writing love letters to customers, employees, brands, and most importantly, Taylor Swift.

Just like we’ve seen in recent years, brands are continuing to market Valentine’s Day to everyone, not just the romantics. Whether you’re celebrating Valentine’s Day or protesting it, the holiday gives brands in industries of all shapes and sizes an opportunity to be a part of a discussion. In a time where brand transparency is key, joining in on lighthearted conversation online is proving to be a great way of reaching new audiences and turning them into loyal customers.

Need help developing your digital strategy? Contact the SparkShoppe team today!

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Super Bowl LV: Was Social Media the True Winner?

Fri, 12 Feb 2021 20:24:33 GMT

After watching Tom Brady lead the Tampa Bay Buccaneers to victory and securing his seventh Super Bowl title, it was evident that social media played a huge role in the viewing experience this year. In past years, the game would usually be the trending topic on platforms like Twitter and Instagram while numerous stories from Super Bowl parties could be seen across Snapchat. This year, however, with the lack of parties, social media stole the show in a different way and multiple brands utilized social media campaigns tied into ads that aired during the game.

O ne of the many social media tie-ins was between Scotts Miracle-Gro, as mentioned in our preview blog , and Tik Tok. The ad featured multiple celebrity cameos, including Kyle Busch and Leslie Baker from “The Office,” showing off their ideal backyards. The commercial was also a raffle that gave viewers a chance to call in and enter for a chance to win “the backyard of their dreams.” The end of the commercial featured actor John Travolta and his daughter doing a Tik Tok dance in their backyard. Leading up to game day, Scotts Miracle-Gro started their campaign on Tik Tok and Instagram with a sweepstakes message which was then amplified to a large audience during the game.

Another popular tie in this year was Mountain Dew’s ad for their new watermelon flavored soda that featured pro wrestler turned actor John Cena. The commercial showed John Cena driving through a town covered in bottles of Mountain Dew’s new drink which leads him to tell viewers that anyone that correctly guesses the number of Mountain Dew bottles in the ad will have a chance to win $1 million. Viewers entered the sweepstakes through Twitter and had to use the branded hashtag, a clever way to get the brand and new flavor to trend. Mountain Dew not only teased the campaign and sweeps leading up to the game, but took their game-day commentary a step further by tying in the fan who managed to run across the field.

Twitter also launched their fourth annual Brand Bowl , judging which brands managed to garner the most buzz. This year's Brand Bowl MVP was Pepsi, whose tweet regarding the Halftime Show they sponsored drew the largest share of conversation on Twitter during the game. It is important to note that Pepsi did not air a brand related spot this year. Another winner during the Brand Bowl was Budweiser, who also notably opted out of airing a nationally televised ad. They simply posted a short twenty second clip on Twitter advertising a new sweepstakes that they're running. This tweet ended up being the most popular campaign without having to spend on a nationally televised spot.

Snapchat also generated some buzz this past Sunday. Alongside their usual Super Bowl themed filters, this year viewers had a chance to win free Cheetos just by holding up their camera to the screen during Cheetos’ ad that featured Ashton Kutcher, Mila Kunis, and Shaggy.

Overall, brands are continuing year after year to maximize the power of social media when executing campaigns for the big game. Although many have continued to invest in airing televised spots, it is evident that this is not the only vertical that can generate brand awareness and keep consumers engaged. Whether it be through sweepstakes, celebrity appearances, or other clever tactics to get consumers talking, social media marketing is a powerful strategy that when paired with a commercial or even launched as a standalone campaign, can reach consumers in a compelling way.

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The Shoppe - Major Rebrandings, Brand Loyalty & More

Thu, 11 Feb 2021 20:05:15 GMT

Welcome back to The Shoppe! This week we’re talking about major food and beverage rebranding, building meaningful relationships with customers, high performing topics on the major social media platforms and more. Don’t forget to subscribe so you can be notified every time we post.

NBCUniversal and Twitter Announce Multi-Year Advertising Deal

In an effort to build on NBCUniversal's One Platform marketing offerings and maximize reach, NBCU and Twitter have extended their long term partnership to an advertising deal covering global markets. In bringing premium video content to Twitter, NBCU will be able to reach audiences around the world, in real time as important events unfold. From sporting events and red carpets, to fan viewing parties and news programming, the deal covers a range of NBCU content, allowing Twitter users to tune in for major events within the app. Beyond the Golden Globes, American Music Awards and the Macy’s Thanksgiving Day Parade, NBCUniversal and Twitter will be featuring interviews with Black business owners, CEOs, artists and more throughout the month of February to celebrate Black History Month. Since kicking off their partnership in 2013, global video views for all NBCUniversal Twitter handles have grown by an average of 26%. With Twitter’s advanced targeting capabilities, we can expect to see this growth continue.

Facebook Publishes ‘Future of Shopping’ Report

In their 2020 Future of Shopping report, Facebook has cited COVID-19 as a major factor in the cause of the five year acceleration of e-commerce. With consumers scouting for the lowest possible prices, and online shopping providing a greater variety of options, the pandemic has produced a drastic decline in customer loyalty. As consumer behavior and interests shift, it's critical that brands adapt. From preferred types of communication to loyalty program perks, the report highlights Facebook’s latest tips for meeting the rapidly changing expectations of today’s consumer, and recreating brand loyalty. We’ve highlighted some of the most important global findings below. Read the full report here .

Half of consumers say good pricing drives them to make repeat purchases from retailers.
77% of online shoppers say they feel more connected to a brand if they are able to contact it directly to ask questions or provide feedback.
2 in 3 people say the way a business responds to the Coronavirus crisis will seriously impact their future spending.
Half of consumers say offering a good omnichannel shopping experience is very important when deciding where to shop.

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Aunt Jemima Rebrands to Pearl Milling Company

Following criticism surrounding the roots of longtime mascot, Aunt Jemima has officially rebranded to the Pearl Milling Company. In cognizance of the racially stereotypical origins of their name and mascot, the company will have completely phased out all Aunt Jemima products by June of this year. Asserting that the name and image of the company does not reflect their core values, the rebranding announcement details the company’s history, explains the reasoning behind the new name and shares their plan to continue their community impact initiatives. The company shared earlier this week that PepsiCo, owner of Aunt Jemima’s parent company Quaker Oats, has been working with “consumers, employees, external cultural and subject-matter experts, and diverse agency partners to gather broad perspectives and ensure the new brand was developed with inclusivity in mind.” The announcement also said to expect details of a $1 million commitment to supporting and empowering Black girls and women, in the coming weeks. It will be interesting to see what kind of feedback the rebranding receives, as well as if any other brands follow similar efforts.

TikTok Publishes Rising Trends Report

This week, the rapidly successful short-form video app, TikTok, has shared their rising trends report. Highlighting all of the highest performing and fastest growing topics, the report aims to help marketers understand user behavior and interests. From comedy and sports, to fashion and cooking, the report supplies a list of corresponding hashtags with each top category, detailing what exactly users are engaging with. Whether your brand has been making use of the app’s advertising capabilities since the beginning, or if you’ve never heard of TikTok, the report provides valuable insight into the interests of consumers of all ages. View the report here .

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Super Bowl LV: What We Know and What to Expect

Fri, 05 Feb 2021 19:54:22 GMT

After an NFL season like no other, the Super Bowl is finally upon us. For marketing teams across every company, this usually means they have been preparing a compelling spot to capture the eyes of viewers nationwide. But things are a little different this year. Perennial Super Bowl advertisers such as PepsiCo, CocaCola, and Anheuser-Busch, will be adjusting the strategies for many of their brands this year. For instance, Anheuser-Busch's Budweiser will be sitting out for the first time in 37 years and will instead be donating money and advertising COVID-19 vaccination awareness during the Super Bowl. Although PepsiCo will be running ads for their other brands, Pepsi is opting out of a commercial and will be solely focused on sponsoring the halftime show. Many of these companies rely on stadium sales or other in-person events and have experienced significant losses in revenue due to the COVID-19 pandemic and have opted to allocate their budgets in other meaningful ways.

After the unprecedented year 2020 was, companies are trying to carefully navigate their approach to this years’ ads. Dartmouth Professor Paul Argenti stated , “We have a pandemic that is casting a pall over just about everything. It’s hard to feel the exuberance and excitement people normally would.” This is why some companies are trying to be sensitive to the times we are living in and changing their traditional marketing pushes

However, some spots and marketing campaigns have already been launched from brands such as Bud Light, Chipotle, and Tide. Bud Light will be switching things up this year, debuting their Seltzer Lemonade with this year's ad in an effort to help them propel the new product into the highly competitive hard seltzer industry. There will also be a few newcomers during this year’s Super Bowl. Despite the toll the pandemic has taken on many brands, some have taken advantage of more consumers being at home, including Mercari and Scotts - both of which will be advertising for the first time this year. Mercari, an e-commerce company, will be airing a short 15 second ad focusing on the idea that you can “buy almost anything from home,” an important concept that keeps consumers safe during these times. Scotts, a miracle gro company focused on lawn care and maintenance, will be making their Super Bowl debut using some of the extra revenue earned in 2020.

It should be interesting to see if the trends and brands of this year’s Super Bowl advertising will remain in years to come. However, if the world returns to a sense of normalcy, we still may see major brands choosing to pull back on Super Bowl marketing efforts and allocate toward important social causes. In an age where digital marketing is on a meteoric rise, companies may no longer need to spend millions of dollars on Super Bowl ads in order to reach mass consumers, especially as streaming and non-traditional TV viewership increases. Consumers can now be reached through websites and social media apps such as TikTok, YouTube, and Twitter. However, this now opens the door for new companies to reach one of the largest audiences and purchase airtime during the Super Bowl for the first time.

Check back next week for our full report on the Super Bowl Ads and their corresponding digital marketing efforts!

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The Shoppe - TikTok Campaigns, Online Grocery & More

Thu, 04 Feb 2021 19:38:25 GMT

Welcome back to The Shoppe! This week we’re covering the latest brands to take on TikTok advertising, expectations for the online success of the food and beverage industry, engagement opportunities for brands during this year’s Super Bowl and more. Be sure to subscribe to stay up to date with the latest marketing news.

Chobani’s TikTok Exclusive Product

This week, popular yogurt company, Chobani, released their latest product. As part of the company’s first TikTok campaign, the limited edition Cookie Dough Flip yogurt is exclusively available through the short-form video app. Through a combination of influencer marketing and paid ads within the app, users are encouraged to make a video using the hashtag #SwitchTheChobaniFlip for a chance to win a case of the limited product. In typical TikTok fashion, the campaign has brought in the attention of a completely new group of consumers for Chobani. Like many other brands, the company has been testing the waters of marketing on TikTok throughout 2020. From partnering with popular TikTok stars, to creating their own personalized content, the company has seen great success in reaching diverse audiences with specific interests. While Chobani has yet to share their digital sales numbers or digital media plans for the remainder of 2021, they have expressed their desire to continue incorporating TikTok into their strategy. It will be interesting to see how the rest of the campaign plays out, as well as which brands embrace similar strategies on the platform.

NielsenIQ Predicts Online Food & Beverage Sales Topping $100B in 2021

Attributing the accelerated growth of online food and beverage sales in 2020 to the impact of COVID-19, NielsenIQ shared their latest research at the FMI Midwinter Executive Conference last week. Focusing on the rapidly evolving, digitally engaged food shopper, the presentation outlined the developments of the industry and what we can expect to see throughout 2021. With 2020 online food and beverage sales totaling $66 billion, more than double than that of 2019, food and beverage has now become the No. 1 online CPG department. We can expect to continue to see this kind of growth within the industry, with experts predicting anywhere between $94 and $109 billion in forecasted online food and beverage sales in 2021. While 2020 challenged companies on a global scale to adapt to the evolution of a new consumer, it was a year of remarkable growth and has allowed for digital opportunities beyond what we’ve ever experienced.

Snapchat Provides User Engagement Insights Surrounding Super Bowl

In an effort to help brands maximize engagements with users during Super Bowl LV, Snapchat has published a report sharing typical user habits during previous year’s game days. With over 60% of Snapchatters stating they will be tuning in for this year’s Super Bowl, 61% of users anticipate using the app on game day, and expect to share the most snaps after a big play or a bad call, or during the halftime show. The platform expects Gen Z to be the audience with the highest potential to spark conversation within the app during the event, and encourages advertisers to join. With 68% of users live sharing videos, images and reactions from last year’s game, and 64% of users agreeing that brands make the Super Bowl more fun, this year’s Super Bowl is a great opportunity for brands to engage with Snapchatters.

Apple Shares Updates to App Tracking Transparency Feature

Since announcing its changes to app tracking permissions, Apple’s latest software update, iOS14, has been at the forefront of the conversation surrounding user privacy. In the latest update from the company, they announced their plan to launch the feature in the upcoming release of iOS 14, iPadOS 14, and tvOS 14. The feature will allow users to check which apps have requested permission to track and share their IDFA identifier for ad targeting. Available within device settings, users will now be able to decline the tracking and sharing of their identifiers. As of November 2020, nearly 70% of IOS users were sharing their IDFA, but after this update it’s expected that this number will drop to 10-15%. Continuing to draw criticism from the digital advertising industry, this change will impact all third-party data sources. While platforms can still use first party data for advertising, platforms like Facebook and Google will have to make massive changes to its advertising services. As for users, opting out of IDFA sharing will eliminate the personalized ad experience. While these changes are a step forward for data privacy, they will force the advertising industry to adapt and create new ways to deliver personalized ads.

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The Shoppe - Cookies, Shutterstock & More

Wed, 27 Jan 2021 19:27:14 GMT

Welcome back to The Shoppe! This week we’re discussing Shutterstock’s latest acquisition, Google’s plans to phase out third-party cookies, Unilever’s social justice initiatives and more. Be sure to check back every week for the latest marketing news.

Google Furthers Plans to Remove Third-Party Cookies in Chrome

While third-party cookies offer advertisers crucial data for targeting, they continue to spark controversy over user privacy. Last year, Google opted to phase third-party cookies out by 2022, and this week, a spokesperson confirmed they are working to implement privacy-respecting alternatives that could replace the browsing habit tracking technology, without sharing sensitive information. With internal tests showing the new technology to produce “at least 95% of the conversions per dollar spent” when compared to traditional cookies, Google announced they would begin testing external ad buying with their cookie alternative in the coming months. With Chrome making up for more than 60% of web browsing, it will be interesting to see how these changes affect advertisers, as well as consumers.

Kraft Heinz Canada Launches Campaign Featuring Customer Art

Last week, Kraft Heinz Canada performed an experiment in which dozens of anonymous people were asked to create drawings of ketchup. From the number 57 to the bright red bottle, it was found that when people think of ketchup, they think of Heinz, showing the strength of their brand identity. The experiment’s findings inspired a multichannel campaign asking people to draw a bottle of ketchup for a chance to win their own customized Heinz Ketchup Bottle and a digital billboard feature. In a unique effort to reconnect with those stuck at home, Heinz is encouraging customers of all ages to bring their artwork to life by participating in their latest online contest.

Shutterstock Acquires TurboSquid for $75M

Stock photography company, Shutterstock, has announced their $75 million purchase of TurboSquid, positioning them as the largest 3D marketplace in the world. As a leading digital media company specializing in the sale of 3D assets, TurboSquid allows customers to purchase stock assets of objects that can be paired with photographs or videos to create complete images. The assets eliminate the need for a camera and simplify the content creation process, allowing marketers and anyone who uses photo editing tools to design images from scratch without having to produce their own photography. While the acquisition could change the nature of digital advertising, it will help companies streamline content creation by tapping into the flexibility of 3D.

Unilever Publishes Plan for Fighting Social Inequity

In an effort to prioritize inclusivity and help build a more equitable society, Unilever published their latest commitments in a press release this week. The company has focused on raising living standards, setting annual spending goals with diverse suppliers, and equipping employees with skills to prepare them for future professional opportunities. In doing so, Unilever has made several commitments to creating more diverse opportunities, a more inclusive organization, and a higher standard for the private sector. From tackling common stereotypes to diversifying the representation of people showcased in ads, we can expect to see changes in Unilever’s advertising that reflect the brand’s latest initiatives. Read more about the plan here .

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The Shoppe - Mobile Advertising, Brand Collaborations & More

Wed, 20 Jan 2021 19:21:04 GMT

Welcome back to The Shoppe! This week we’re covering the rise of mobile advertising, LinkedIn’s Marketing Labs, brand collaborations for the upcoming Super Bowl and more. Tune in every week for the latest marketing news.

Report Shows 26% Rise in 2020 Mobile Ad Spending

App Annie has released their 2020 State of Mobile report, providing insight to how advertisers transitioned to meet consumer demand. As consumers stayed home and the pandemic forced advertisers to find new ways to reach desired audiences, mobile ad spending surged to $240 billion, increasing by 26% since 2019. Now more than ever, consumers are willing to shop via smartphone. Mobile spending reached $143 billion in 2020, a 20% year-over-year increase. As the time spent on social media continues to rise, primarily on short-form video sharing app, TikTok, the global consumption of mobile content is at an all time high. As this trend persists and consumer preferences continue to shift towards online shopping, the report expects mobile ad spending to reach $290 billion in the coming year.

Stella Artois Partners with Blue Apron for Home Delivery Super Bowl Meal

Aiming to create an interactive Super Bowl experience for viewers stuck at home, Stella Artois has partnered with meal kit delivery service, Blue Apron, to provide an easy, at home game day menu. Featuring pork chorizo quesadillas, seared flank steak, pesto spinach dip and more, each Stella Stadium Bites box contains four fan-favorites, serving six people. Chef-curated to be paired with a Stella, every box also comes with a set of four Stella Artois chalices. Available now until January 26, boxes will be delivered before February 4th, giving fans prep time for the big day. With all of the social restrictions resulting from the pandemic and the uncertainty surrounding the logistics of the game, we can expect to see more advertisers turn their game day advertising initiatives into more long-term campaigns. Super Bowl advertising may look different this year, but it will be interesting to see how this year’s viewership compares to past, as well as how many other brand collaborations emerge.

Lexus Turns to Twitch to Promote New Vehicle

While the digital marketing atmosphere continues to evolve, brands continue to take advantage of new opportunities on up and coming platforms. Marketers are shifting from traditional channels and planning strategically around the rise of new platforms with younger audiences. One of these marketers is Lexus. Last week, the company partnered with Twitch streamer, Fuslie, to promote one of their latest models to their youngest audience yet. The streamer took to Twitch, encouraging her 20,000+ viewers to participate in a poll customizing the Lexus 2021 IS sedan. The company will be using the results of the poll to make custom modifications on a real vehicle, which will be revealed in Fuslie’s upcoming Twitch stream on February 17th. While the platform is still new to the world of advertising, there is no doubt that during a year of isolation it has proven to be an effective tool for staying connected. It will be interesting to see how the transition to Twitch helps Lexus to communicate with their new target market.

LinkedIn Launches Marketing Labs

In an effort to provide advertisers with assistance in planning and building advertising campaigns, LinkedIn has launched its virtual lessons platform, Marketing Labs. The platform features on-demand videos to help advertisers learn more about the app’s advertising tools. Covering all of the basics, like targeting and reporting, marketers can choose between the media planning path and the running ad campaigns path to view educational videos with expert advice. Check it out here , or contact the SparkShoppe team today for assistance developing your digital strategy.

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The Shoppe - Live Streaming, Like Buttons & More

Thu, 14 Jan 2021 19:13:23 GMT

Thanks for tuning in to The Shoppe! This week, we’re talking about the tactics brands are using to reach audiences at home, design changes to Facebook, consumer expectations of advertisers for this year’s Super Bowl and more. Be sure to subscribe to stay up to date on the latest marketing news.

Brands Start Streaming to Reach Audiences Stuck at Home

As consumers continue to stay home amid the pandemic, brands are beginning to turn to new methods to reach them. In the last year, we’ve seen companies start experimenting with the video live streaming app, Twitch. The interactive app, owned by Amazon, primarily focuses on video game streaming but has expanded to non gaming content like music and art related broadcasts. Last month, popular hard seltzer brand, White Claw, took to Twitch to host their Winter Games event. In an effort to reach those at home and encourage online sales, the seltzer brand hosted various online games for viewers to participate in for a chance to win prizes. The event lasted for three nights and brought in thousands of viewers, helping White Claw to continue the success they’ve seen online this year. For White Claw, and many others, Twitch has become a way to reach audiences stuck at home in a fun, interactive way. While this unprecedented past year has forced brands to change their marketing mix quickly, there has proven to be an abundance of new tools to take advantage of.

Facebook Announces New Page Design Without ‘Like’ Button

This week, Facebook announced the redesign of creator and public figure pages. The update will introduce a designated News Feed to follow trends and join conversation, a new layout and a text based Q&A feature for engaging with fans, as well as a completely new look and feel. Influencers and celebrities will be able to toggle between personal pages and their public pages with greater ease, receive more relevant notifications and detect fraudulent accounts. The biggest change we will see with this update is the removal of the “Like” button. In an effort to give users a better understanding of the people receiving updates from their page, the redesign will have a stronger focus on Followers rather than Likes. The update will roll out in the upcoming months, you can learn more about it here .

Super Bowl Advertising Expectations

While the Super Bowl remains the most watched live event on television, the recent events of 2020 have left advertisers feeling apprehensive. In a recent study performed by market researcher Morning Consult, it was found that sixty percent of adults in the United States will be tuning into the Super Bowl this year. Additionally, the study found that sixty percent of those tuning in think it would be appropriate for brands to state their support for social justice movements in their advertising, and seventy-seven percent approve of advertising with messaging that encourages viewers to wear a mask. Despite the study showing approval of social justice messaging, fifty-four percent said they consider “political” ads inappropriate. While consumer expectations of brands taking a stance on social issues are increasing, the same does not apply for politics. With the optimism surrounding post-pandemic recovery, sixty-three percent of those planning to watch the Super Bowl claim funny, lighthearted ads are their favorite. It will be interesting to see how tone varies brand to brand, and to what extent advertisers choose humorous messaging after a challenging 2020.

M arketing Trends to Consider in 2021

With 2020 behind us and the potential of pandemic recovery looming, we are left wondering what the coming year will bring, and how it will impact marketing. With the tumultuous events of 2020 and the forced adaptation to e-commerce, we have seen drastic changes to the digital atmosphere and the way marketers connect with consumers. New trends have emerged from the ways we have adapted throughout the year, many of which we can expect to continue in 2021. From live streaming and working with influencers, to prioritizing inclusivity and social consciousness, advertisers have produced content for completely foreign platforms in entirely new formats. We’ve seen advertisers adapt to a rise of interest in long-form audio content like podcasts, and the increased use of voice activated search. While 2020 proved to be unpredictable, it has taught us how to adapt. Expecting the consumer preferences for online shopping, streaming and socializing to persist, it’s important to keep new trends at the forefront of our minds throughout 2021.

N eed help developing your marketing strategy in 2021? Contact the SparkShoppe team to get started.

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The Shoppe - Data Tracking, Super Bowl Advertising & More

Thu, 07 Jan 2021 19:05:36 GMT

Welcome back to The Shoppe! This week we’re covering Apple and Facebook’s data tracking war, Google’s addition of short form videos to search results, Snapchat’s eCommerce expansion and more. Tune in every week for the latest marketing news.

Google Adds Short-Form Video Content to Search Results

In an effort to acclimate to the rise in popularity of short-form video content, Google has launched a testing of carousel video content from Instagram and TikTok in search results. The video carousel appears when a user searches a term and scrolls past the Google Knowledge box. When users click into the displayed videos, they are taken to web based versions of the platforms featured. The feature has limited availability across the Google mobile app, only appearing for some search queries. We can expect the feature to be expanded, and possibly become a tool for indexing social media content.

Apple, Facebook & Data Tracking

In June, Apple announced that its latest iOS update requires permission from users to use IDFA for ad targeting. IDFA is a device identifier assigned to a user’s Apple product. Used for tracking that helps deliver customized ads without the disclosure of personal information, the data helps advertisers understand how users are interacting with ads and whether or not campaigns are succeeding. Expecting the opt-out option to reduce their ability to track and target, Facebook reacted to the announcement with printed ads in the New York Times and a blog post stating their defense for small businesses. The platform states the AppTrackingTransparency Policy puts small businesses at risk of massive cuts to web sales, the inability to find and reach new customers and the loss of personalized ads. Whether the platform’s response to the updated privacy policy is an effort to protect their ad revenues or an attempt to show their commitment to small businesses, the question of whether or not this policy change will disproportionately affect small businesses remains. Apple has made a statement explaining the purpose of the update, describing the policy change as an effort to stand up for Apple product users, requiring Facebook not to change its tracking approach but give users a choice. Facebook is not currently taking further action.

Snapchat Broadens eCommerce Efforts with Branded Bitmoji Clothing

In response to the continued growth of online shopping, Snapchat is looking to provide a range of new Bitmoji clothing pieces. Attempting to expand its eCommerce efforts, the social media platform will be allowing users to dress their Bitmojis in branded clothing from various retailers. The feature aims to create a new type of digital advertising for clothing companies, giving brands an opportunity to showcase new products or clothing lines, similar to the app’s current partners: Levi’s, Jordan and Ralph Lauren.

S uper Bowl Advertisement Predictions

With all of the challenges that have emerged throughout the year due to COVID-19, experts are predicting an increase of optimistic messaging in this year’s Super Bowl advertisements. Ad executives are recommending that brands take a more humorous approach given the circumstances, with studies showing a rise in consumer optimism in 2021. Considering that the commercials showcased each year are typically a reflection of current events and pop culture, it will be interesting to see how this year’s advertising trends vary, as well as which major brands opt out of Super Bowl advertising altogether.

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How the Year 2020 Changed Marketing in the Sports and Entertainment Industries

Thu, 31 Dec 2020 19:00:30 GMT

If there’s one thing this year has taught us as marketers, it’s that the way we go about reaching consumers will probably never be the same.

Due to the series of events that have continuously rattled the world this year, such as the COVID-19 pandemic, the ongoing fight for racial equality through the Black Lives Matter movement, and voter awareness, marketers have been forced to adapt to the many changes the world is going through. This includes how campaigns are executed, who is being targeted, and what stance to take, particularly on social or political topics. For sports specifically, we saw many notable athletes along with the four major sports leagues use their platforms to speak out on some of 2020’s most important topics. The NBA in particular received a lot of attention this year because they managed to tackle the COVID-19 pandemic, racial injustice, and voter awareness simultaneously. By finishing the remainder of the season at Walt Disney World months after the season was temporarily suspended on March 11th, the NBA had a unique opportunity to showcase their response to the pandemic.

In this ad we see the NBA using the influence of some of its more notable athletes to encourage the general public to follow CDC guidelines. Another way the NBA indirectly marketed to their fans was by successfully completing the season without any positive COVID-19 cases. Though it wasn’t a formal marketing campaign, their actions showed the world that there can one day be a safe return to sports and life in general if the proper measures are taken.

With 81% of the players being African American , the Black Lives Matter movement hits a little closer to home for the NBA. During the summer, we saw many NBA players and coaches taking action and aiding the movement in any way possible. After deliberation amongst the top executives, the NBA decided to have a Black Lives Matter emblem at center court during all the remaining games.

This powerful gesture the NBA made showed the world that they stand with the movement and are willing to go against the status quo to show it. Along with this message, the NBA encouraged its players to continue to utilize their social media platforms to share petitions and promote foundations necessary to the Black Lives Matter movement.

Additionally, leading up to the 2020 Presidential Election, the NBA began circulating campaigns encouraging their viewers to register to vote and to vote early. LeBron James specifically went above and beyond, starting his “More Than a Vote” campaign, which was a social media based outlet that shared voting information such as how to register, how to research candidates, and how to find polls.

The I Am A Voter video is just one of the many ways the NBA uses the influence of their most notable players in the campaigns they create. This spot serves as a call to action for Americans to use their voice and get out to the polls. The results were apparent, and in the 2020 Presidential Election, there were 6.2 million first time voters, the most ever . The year 2020 has been challenging for a multitude of industries with both brands and individuals navigating through the insurmountable changes of an unexpected year. The marketing industry was no exception and has been forced to make some tough decisions, but if there’s one thing the NBA has shown us, it’s that if we’re willing to adapt, we can make a difference.

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The Shoppe - Ad Diversification, Twitter Audio Chats & More

Wed, 30 Dec 2020 18:50:39 GMT

Welcome back to The Shoppe! This week we’re covering Twitter’s launch of audio based group chats, ad diversification trends, the deepfake Christmas Queen and more. Tune in every week for the latest marketing news!

Twitter Launches New ‘Spaces’ Feature

Twitter has launched the testing of its new audio group chat feature, Spaces. Select individuals with access to the new feature can choose the users they would like to include in the chat room. Administrators can decide who may speak in the chat rooms, while any user who joins the room can participate as a listener. Spaces will be available within Fleets, allowing for an unlimited amount of listeners with a maximum of ten speakers at a time. Meetings will be highlighted in purple in the Fleets bubble of the creator while they are live, and conversations will disappear from user view after the group is closed, which Twitter will automatically store copies of for thirty days. Transcripts will be available to creators upon request. You can apply to be a part of the testing of Spaces here .

The Marketing of the Covid-19 Vaccine

Adobe Analytics has put together a comprehensive report of online consumer behaviors throughout the 2020 holiday shopping season. Following online sales in real-time, the site displays what people are buying, how they’re buying it, how much they are spending, and when they are spending it. Users can select various high spending days throughout the month of November, and view top selling products, year-over-year growth in revenues, share and revenue by device and more. Adobe reported $9 billion in online sales in the United States this Black Friday, over 21% YOY growth, with $3.6 billion from smartphones. For the entire month of November, smartphones made up for $39.6 billion of online revenue, while laptops and other devices accounted for over $60 billion. Cyber Monday alone saw more than $10 billion in consumer spending. Despite an unprecedented and financially turbulent year, e-commerce has continued to prove itself as the practical, safe and desirable method of shopping.

The Deepfake Christmas Queen

Each year, Queen Elizabeth delivers a speech streamed across the world. Focusing primarily on the impact of COVID-19, the announcement this Christmas was filled with messages of hope and pride, and was viewed live by over 8 million people. But accompanying her message this Christmas was a deepfake Queen Elizabeth that appeared on TV screens. The digitally created, imposter Queen danced around, cracked jokes about fellow royals, and advised viewers to question "whether what we see and hear is always what it seems." Framestore, the creators, claim the video was a warning of advancements in technology and the relevance of misinformation. You can view “Deepfake Queen” here .

Advertisers Diversifying Away from Facebook

Following the Facebook blackout in June of this year, marketers have been transitioning from Facebook to other social media platforms like Snapchat, TikTok, Pinterest and Hulu. After seeing success in new, user friendly platforms at a significantly lower cost, advertisers are starting to make space for these ad platforms in marketing plans for the coming year. While Facebook has been reliable in helping businesses reach desired audiences and meet sales goals, Facebook CPMs have been between $14 and $15, compared to $3 and $5 on platforms like Snapchat and TikTok. Additionally ad buyers have seen various ad policy inconsistencies and technical issues with Facebook’s Ads Manager. Between the low costs, increased consistency and developments in ad services on new platforms, diversifying ad spend is becoming more and more appealing.

Thinking of diversifying your media mix? Contact the SparkShoppe team today.

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WTH Happened to Digital Marketing in 2020!

Wed, 23 Dec 2020 18:37:20 GMT

In January 2020, the words “Social Distancing” were never heard of and “wear a mask!”…..NO WAY. We planned holiday gatherings, weddings, and vacations for another year. When COVID-19 became a household word, our new normal consisted of navigating closing schools, operating companies on video chat, scouring the local grocery stores for toilet paper, and learning the latest TikTok dance. As the year’s events unfolded, the coronavirus pandemic, fights for justice and a chaotic election season altered our world forever.

Annually, major tech organizations release a recap of the year’s significant events and how each platform experienced trends in their own way. These recaps provide users a sense of community as we can see how our own use of the platform often mirrors millions of others’. Given the unusual circumstances we have experienced in 2020, some of these recaps look a little different than usual. We’ve put together some of the most popular recaps to reflect on how the events of 2020 shaped the digital space.

GOOGLE’S YEAR IN SEARCH

Google’s Year in Search touches on many of the topics we’ve seen throughout 2020, from COVID-19 to climate change to the Black Lives Matter movement . The recap hits home on many of our feelings about the past year, as we see “Why?” questions consistently searched. The video ends on a unifying positive note promoting together-ness in the uncertainty. It’s a feel-good video that reminds us no one, not even Google, has all the answers.

THINK WITH GOOGLE: TOP 10 MOST READ ARTICLES

Think With Google , Google’s marketing newsletter, analyzed their data to determine which of their content pieces were the most referenced for marketers in 2020. As strategies continued to pivot as the events of 2020 unfolded, marketers and business professionals continually looked for information on how their peers were managing the promotional space.

Topping the list for the most read “Think With Google” article was “ 5 principles guiding Google’s media teams during the pandemic .” This article on how tech media giant Google’s marketing team handled crisis after crisis provided expert advice to marketers in other industries when re-evaluating their own strategies.

Other notable articles included “ It’s time to unbias your business. Here’s how ,” “ Crisis marketing: How brands are addressing the coronavirus ” and “ 3 things we’re considering as we rethink live events .”

YOUTUBE REWIND

Missing from the 2020 recap list is YouTube’s annual rewind video which typically includes a compilation or story featuring the year’s most popular content creators and viral videos. YouTube broke the news via tweet on November 12, stating there would be no rewind for 2020.

This comes as no surprise, given that YouTube has struggled to make the rewind video popular among the viewer community. 2019’s video was unmemorable and the 2018 rewind currently holds the title for most disliked video on YouTube ever.

Since many viewers have stated the video won’t be missed, we’re not sure if the rewind will ever make a comeback.

TOP ADS ON YOUTUBE

Despite not creating a rewind video, we can still reflect on 2020 in video. YouTube compiled a list of the top performing ads as part of their 2020 ads leaderboard. Included on the top 10 ads were a wide variety of industries - including everything from Clash of Clans to Apple’s Work at Home (from home) to Nike. The ads also varied in length and 4 of the 10 listed were Superbowl ads.

Nike’s Never Too Far Down | You Can't Stop Us ad came in the #1 spot.

TWITTER’S 2020 YEAR IN REVIEW REPORT

Twitter issues an annual recap of the most popular trends, moments, and memes based on the most liked tweets and most retweeted tweets. Topping both of these was the death announcement of Chadwick Boseman, star of Black Panther, after a tough battle with colon cancer.

The top hashtag used was #COVID-19, which correlates with #StayHome as the 3rd largest hashtag of the year. The second most used hashtag was #BlackLivesMatter as people took to Twitter to advocate for social justice. George Floyd was the 3rd most tweeted about person this year, following only the two Presidential candidates, Donald Trump and Joe Biden, respectively.

Twitter has added a hashtag, #ThisHappened2020 to chat on the platform about the year’s roundups, what made the cut and what didn’t.New Paragraph

FACEBOOK YEAR IN REVIEW

Taking a different approach, Facebook’s recap is in infographic form. This graphic showcases some of the major topics of the year and how Facebook played a role in their discussion. A notable statistic throughout the year was the explosion of video chat and group video chat use. In March, group video calls doubled globally, week-over-week. Then, the week of April 6th (Easter & Passover) was the largest week for group video chat use.

People didn’t just use Facebook for connection during the COVID-19 crisis. It was also used for social justice efforts, similar to Twitter. Conversations about BLM tripled following George Floyd’s death in May. The largest group among US Facebook users is The Blackout Coalition, with over 1.8 million members supporting Black businesses.

Later in the year, Facebook played a role in advocating for users to exercise their civic duty. 4.4 million people registered to vote via Facebook’s Voter Information Center and nearly all adults on Facebook & Instagram saw authoritative election information on at least one of the platforms. View the full infographic here.

SPOTIFY MUSIC STREAMING RECAP

Spotify released personalized recaps of users’ streaming throughout 2020. “Spotify Wrapped” included fun statistics like most listened to artists, songs, and the top percentile of listeners. The sharing of different music selections overtook Instagram stories earlier this month as users showed off their favorites.
Spotify released a compilation of streaming trends as well, with Bad Bunny topping the charts at 8.3 billion streams. For the second consecutive year, Billie Eilish was the most-streamed female artist. The most streamed song was The Weeknd’s “Blinding Lights.”

The Joe Rogan Experience topped out Spotify’s podcast chart, followed by TED Talks Daily and The Daily.

Spotify playlists also reflected the year’s events, as Work-From-Home themed playlists saw a 1400% increase and nearly 65,000 playlists created by users were titled BLM or Black Lives Matter.

2020 often felt like the year of pivoting, adjusting, and pivoting again. Reviewing trends across these social and digital platforms remind us that we all have so much in common. Does your 2021 digital marketing strategy need some revamping? Contact us and we’ll reach out to see how we can help!

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The Shoppe - Podcast Advertising, Facebook Lawsuits & More

Wed, 16 Dec 2020 17:24:38 GMT

Welcome back to The Shoppe! This week we’re covering podcast advertising trends, Apple’s latest subscription service, video consumption habits and more. Make sure you tune in every week to get the latest marketing news.

New Survey Provides Insight on How Podcast Ads are Received

This group of podcast listeners are exposed to the greatest amount of advertising, and nearly half of Super Listeners say podcast ads are the best way to reach them, a number that has increased by almost 37% year-over-year.

New Survey Provides Insight on How Podcast Ads are Received

According to "Super Listeners," a survey by Ad Results Media, Edison Research and PodcastOne, podcast advertising is the best way to reach Super Listeners, Americans 18+ who listen to five or more hours of podcasts weekly. This group of podcast listeners are exposed to the greatest amount of advertising, and nearly half of Super Listeners say podcast ads are the best way to reach them, a number that has increased by almost 37% year-over-year.

54% of these listeners have said that getting an advertisement on a podcast, compared to other placements, makes them more likely to purchase a product.

While Super Listeners have noticed an increase in advertising on podcasts, 49% say their opinion of a company is more positive when mentioned on a podcast they listen to regularly. 48% of Super Listeners say they pay more attention to ads on podcasts than any other form of media, and 46% say that when price and quality are equal they prefer to buy products that sponsor the podcasts they listen to. While the podcast advertising space could soon become crowded, the Super Listener survey accurately depicts its potential.

The FTC Files Antitrust Lawsuit Against Facebook

This week, the Federal Trade Commission along with several states, have sued Facebook alleging that the social media giant has engaged in anticompetitive behavior. In an attempt to restore competition and create an atmosphere for innovation and freedom to compete, the lawsuits call for the spin off of Instagram and WhatsApp. In addition to breaking up the company, the lawsuits seek to keep Facebook from engaging in similar anticompetitive conduct like preventing competitors access to its customer base. While it is uncertain whether or not the investigation will succeed in breaking up the social media service, we can expect to see greater regulation of the major tech companies, as well as legislation attempting to prevent companies from becoming too powerful.

Response Rates to 6-Second Ads Increase with Changes in Video Consumption Habits

A recent study done by MAGNA Global, IPG Media Lab and Snap Inc. has found that as video consumption habits evolve due to the increased popularity of short-form content, shorter ads are proving to be increasingly effective. The study tested 6-second and 15-second ads for four brands; Clinique, Mini Cooper, Lego and an undisclosed major CPG brand. The study found that 6-second and 15-second ads resulted in almost identical increases year-over-year in both brand preference (+9% and +10%) and purchase intent (+5% and +4%). Additionally, the report shows 15-second ads beginning to feel intrusive. While this can be attributed to the rise of short-form content consumption like that of TikTok, brands should be simplifying their messaging to maximize the impact of ads. Whether running a 15-second or 6-second ad, advertisers should not only be optimizing their ads for mobile devices, but delivering quick and short messages to maximize ad effectiveness in the age of short-form mobile content consumption.

Apple Launches Peloton Rival Fitness Subscription Service

Apple has announced their newest subscription service, Fitness+. Launched December 14th, the digital fitness service offers users access to workout videos on their iPhones, iPads, or Apple TVs as well as the ability to sync exercise metrics from their Apple Watches. Incorporating aspects from Apple Watch and other services like Apple Music, Fitness+ focuses primarily on video workout content, at only $9.99/month. It is also part of the Premier Apple One plan bundled with Apple Music, TV+ and other Apple products for $29.95/month. The app allows users to sort and filter based on workout duration, instructor or type of music, and recommends classes based on user activity, including any data saved to Apple Health from other apps such as Peloton. While the service’s launch caused only a temporary dip in Peloton shares, it will be interesting to see how the cheaper alternative affects its competitors.

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The Shoppe - Curry Brand, Spotify Wrapped & More

Wed, 09 Dec 2020 17:26:47 GMT

Welcome back to The Shoppe! This week we’ve been talking about Under Armour’s partnership with Steph Curry, the gaming industry, Spotify Wrapped for Advertisers and more. Be sure to subscribe so you’re up to date on what’s making headlines!

Under Armour Launches Brand with Steph Curry

Similar to Michael Jordan’s partnership with Nike, Under Armour has announced its offshoot apparel division, Curry Brand, with Stephen Curry. In an effort to help the company gain interest from younger audiences, the brand will focus primarily on basketball and golf apparel, footwear and accessories, but will also include running, training and other sports gear for both men and women.

Under Armour Launches Brand with Steph Curry

Additionally, the Curry Brand will be investing in youth sports through partnerships with nonprofit organizations like the Positive Coaching Alliance. The company stated that a percentage of the brand’s yearly revenue will be redistributed into under-resourced communities, working to establish safe spaces to play and support programs that create opportunities for young athletes. Curry Brand is set to launch December 11th, starting with performance basketball shoes.

Video Gaming Industry Ad Spend Increases by 80% with Release of Xbox and PS5

Within the first half of November, the gaming industry spent over $45M on print, TV and digital ads, following the release of the latest Xbox and PlayStation. Spending over $15M on the promotion of the PS5, Sony has tripled the ad spend of Microsoft for the Xbox Series X|S. Additionally, Ninentdo has boosted their spending by 138% despite not releasing a new console this holiday season. Amid the shutdowns and social restrictions of COVID-19, the gaming industry has seen a 24% increase in consumer spending. Whether big tech companies’ ad spend is partnered with the release of a new console or not, the drive to maintain their positions as the industry’s leaders is clear in their marketing efforts.

Spotify Launches 2020 Wrapped for Advertisers

Music streaming service, Spotify, has expanded its year end reporting to now cover listening trends by audience. Designed for the advertising community, Spotify 2020 Wrapped for Advertisers details the service’s first party data and provides insights about the behaviors of its users. Readers can view relevant data relating to specific audiences such as food lovers, tech early adopters, fitness enthusiasts and new parents. From what users are listening to, to how they are listening to it, Spotify Wrapped for Advertisers is a great resource for marketers looking to gain better understanding of the latest trends, the platform’s best practices or tips for successfully reaching target audiences. Below are some of the reported trends that we think are important to note.

Desktop listening increased by 26%

Speaker listening increased by 26%

Game console listening increased by 51%

140% increase in listening to news & politics podcasts

81% increase in educational podcasts

201% increase in health podcasts

68% of users 16 to 40 years old have regularly discovered new content by algorithms and online recommendations.

Match Releases New Ad Mocking 2020

The dating app showcases Satan, played by Ryan Reynolds, matching with a woman named 2020 in the viral advertisement that launched last week. Depicting the couple falling in love, posing for a selfie in front of a dumpster fire, stealing toilet paper and wishing the year would never end, the film pokes fun at a disastrous year while encouraging Match users to try again in 2021. The ad features a new recording of Taylor Swift’s ‘Love Story,’ with the tagline, “A match made in hell is still a Match.” Produced by Reynolds’ Maximum Effort , the ad has reached over a million views on YouTube and can be viewed here .

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The Shoppe - Black Friday Spending, Tech Acquisitions & More

Wed, 02 Dec 2020 17:43:59 GMT

Welcome back to The Shoppe! This week we’re covering updates to Facebook Groups, Twitter studies on consumer interests, the emergence of a COVID-19 proximity detecting app and more. Tune in every week to hear the latest!

Salesforce Acquires Slack for $27.7B

In an effort to broaden its business tools to a wider workforce, Salesforce has purchased American international software company, Slack. Salesforce CEO Marc Benioff characterizes the acquisition of the advanced workplace messaging platform as a bet that the transfer to remote work resulting from the pandemic is not temporary, but rather a permanent shift. From the acquisition, we can expect to see the creation of a platform that connects all workflows as well as customers in one place, combining Salesforce’s advanced customer relationship management software with the business chat services of Slack. While the acquisition is an accomplishment for Slack, having started only seven years ago, it is the perfect depiction of the struggle of smaller tech companies to compete with Big Tech. It will be interesting to see what changes arise in product offerings and pricing, as well as overall brand value.

Adobe Reports Live Consumer Spending Trends Throughout 2020

Facebook Acquires CRM Startup, Kustomer

On Monday, Facebook announced the acquisition of Kustomer, an omni-channel customer relationship management startup. The platform uses machine learning to contextualize customer messages and either respond automatically or route them to the appropriate resource for manual response. By acquiring Kustomer, Facebook will now be able to provide businesses with tools to help manage communication on a wider scale, allowing them to reduce the amount of manual time spent on customer relations. The app announced various API updates for WhatsApp and Messenger, and more details regarding the implementation and cost of Kustomer tools can be expected in the coming weeks.

Think with Google Publishes Study on Ad Automation and Personalization

This week, Think with Google published their recent research on making ads more meaningful through automation. It found that now more than ever, communicating meaningful messages and marketing based on consumer needs, is crucial in maximizing brand value. Basic personalization is no longer meeting the demands of the moment. The study found that through understanding the benefits consumers seek from brands, and delivering automated ads that catered to those needs, consumers exhibited a 15% higher purchase intent and a 30% higher click-through rate compared to ads demonstrating basic personalization. Depending on where a consumer is in a purchasing process and what type of product they are shopping for, they will need different levels of communication from a brand. Google’s study showed pre-purchase consumers requiring guidance and a smooth purchasing experience, while purchasing consumers required fun and lighthearted communication. (You can learn more about desired brand outreach here .) Ultimately, knowing your customers, identifying what is meaningful to them and communicating accordingly, will allow you to meet their needs in the buying process while maximizing your business’s success.

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Blog With Us! - SparkShoppe LTD.

Surviving the Greatest Marketing Pranks of April Fools’ 2026

Chaotic Crossovers

"New" Product Reveals

Offers That Were Almost Too Good to be True

Why Brands Love the Fool's Errand

Ready to Spark Your Next Big Breakthrough?

To Prank or Not to Prank: The Digital Marketer’s April Fools Survival Guide

The Pros: Why Brands Love the "Long Con"

The Cons: When the Punchline Punches Back

The SparkShoppe Verdict:

In 2026, the trend is moving away from "deception" and toward "absurdist entertainment." People don't want to be made to look like fools; they want to be in on the joke. To ensure your campaign lands as a "classic" rather than a "cautionary tale," follow this blueprint:

How to Score Big During Basketball Season Without Breaking the Bank

1. The "Product Bracket" (Zero-Cost Gamification)

2. Micro-Influencers & Local Heroes

3. The "Bracket Buster" Special

4. Short-Form Video

5. Compliance on a Budget: Mind Your Trademarks!

The Final Score

Intercepting the Audience: The Rise of "Second Screen" Super Bowl Ads

Chipotle’s "Real" Counter-Attack: Trolling the AI Hype

The Thirty Second Vacation from Reality

The Post Game Wrap Up

Beyond the Blue Link: Navigating ChatGPT’s New "Answer Economy"

From Search Results to "Sponsored Suggestions"

Here’s the breakdown of how these ads will actually look:

Why Marketers Should Care (A Lot)

The Trust Check

Read This Before 2026: The Trends That Will Separate the Leaders from the Pack

1. AI Personalization Becomes the New Battleground

2. “Search Everywhere” Redefines How Consumers Discover Brands

3. Wearables + AR Turn Everyday Life Into Immersive Storytelling

﻿ 4. Social Commerce Finally Hits Its Breakthrough Moment

5. Video Evolves Into Adaptive, Multi-Format Storytelling

6. Community Becomes the Ultimate Growth Engine

Final Thoughts: 2026 Belongs to Brands Who Think Bigger

What is a Tentpole Campaign? Your Guide to High-Impact Marketing Strategy

What is a tentpole campaign?

So what is the goal?

Which industries utilize tentpole campaigns?

Why does this strategy work?

Key Characteristics for CPG Companies

The Checkout Challenge: Why Your Digital Strategy Must Now Win the AI Agent

Phase 1: The Inside Game—Why Albertsons Built Its Own Autonomous Shopper

Phase 2: The Platform Play—Instacart Moves into ChatGPT

The $385 Billion Question: Is Your Brand AI-Ready?

The Generational Grinch? How Gen Z Is Rewriting the Holiday Marketing Rulebook

The Wallet Paradox: Spending Less, Expecting More

The Algorithm Architects: From Scroll to Shelf

Shopping with a Moral Compass

The SparkShoppe Takeaway

AI, Agility, and the Art of the Dot: Top Takeaways from Advertising Week 2025

AI is the Co-Pilot, Not the Pilot

Brand Building is "Pointillism," Not a Quick Fix

Agility is the New Creative Currency

The Takeaway for Your Brand

The End of Shopping Fatigue: How AI Browsers and Autonomous Agents Are Rewriting the Grocery Game

The Great Browser Wars: Incumbents vs. Agents

The Incumbents: Chrome and the Gemini Evolution

The Disruptors: OpenAI, Perplexity, and Others

Zero-Click Commerce: The New Path from Inquiry to Checkout

Instacart’s Operator: The Crucial Link in the AI Cart

The Instacart Advantage:

Walmart’s AI-First Checkout: The Retail Gauntlet

The Death of the Click and the Rise of "GEO"

The GEO Checklist:

The Elephant in the Room: Privacy and the AI Memory Bank

Your Next Influencer Might Not Be Human: The Rise of Virtual Influencers

The Marketer's Playbook: Control, Consistency, and Community

Case Study: The Miquela Effect

Navigating the Risks and Rewards

How the Kraft Heinz Split Will Reshape Their Marketing

Meet the New, Post-Split Businesses

A Digital Marketing Divorce

What This Means for Shopper Marketing

The Swiftie Effect: How Brands Are Becoming Masterminds of Real-Time Marketing

Reese's: Sweet, Savvy, and Swift

Orange You Glad They Did That?

What This Means for Your Brand's Next Act

From Orange to Purple: The Swiftie-Led SEO

4. Social Commerce Finally Hits Its Breakthrough Moment