Edition 46: Retail Marketer Trends, Pinterest and Gen Z Trends, TikTok x Billie Eilish, e.l.f takes Indy 500 and more!
Navigate is a weekly newsletter dedicated to providing the latest updates and trends in the world of social media marketing. Written by industry experts at Captiv8, each edition features key stories, insights, and trends that are essential for staying informed and ahead in the rapidly evolving landscape of social media marketing.
🗺️ Roadmap
📊 Retail Marketer Trends of 2024
📌 Pinterest Shares Report Into Gen Z User Trends
🎶 TikTok Partners with Billie Eilish to Release Fan Spotlight Feature
🏎️ e.l.f. Teams Up With Katherine Legge for the Indy 500
📹 YouTube Provides Creators Additional Guidance on Rule Violations
📱 TikTok Launches TikTok Change Makers Program
🏁 Top Stories
In 2024, retail marketers are closely following three trends: the expansive reach of ecommerce, the rise of TikTok and social video, and the integration of generative AI into retail operations. According to a MediaOcean survey, these trends have emerged as crucial drivers of success in the retail landscape. With US ecommerce sales projected to reach $1.2 trillion this year and social video consumption expected to dominate users' time on social networks, the influence of these platforms on consumer engagement is undeniable. Additionally, generative AI is revolutionizing retail with applications such as personalized product recommendations and virtual shopping assistants. As these trends continue to shape consumer behavior and retail operations, marketers must remain agile in adapting their strategies to capitalize on emerging opportunities.
Pinterest recently shared a report with valuable insights for reaching Gen Z. Gen Z is increasingly using Pinterest as their go-to platform for discovering and bringing to life their favorite ideas. They make up over 40% of Pinterest's global monthly users and engage more deeply than other generations, with higher rates of searches and saves. Gen Z’s searches on Pinterest are up 30% year on year, with significant interest in commercial topics like fashion and food. To effectively reach this audience, brands should optimize their content for Pinterest search, leverage the platform's features to build engagement and shopping readiness, stay ahead of trends, connect with their cultural interests, and consider the influence of those shopping for Gen Z.
⛽ Revved-up Campaigns
TikTok has launched a new artist-first feature called Fan Spotlight, which allows artists to highlight up to five of their favorite fan videos on their music tab. This feature debuted with Billie Eilish’s #HITMEHARDANDSOFT TikTok takeover to celebrate her new album, HIT ME HARD AND SOFT. Fan Spotlight lets artists pin selected fan videos for up to seven days, notifying creators when their videos are chosen. As part of Eilish's album promotion, fans can participate in challenges, access exclusive artwork, and explore themed animations by engaging with her content on TikTok. The Fan Spotlight feature is now available to all artists on the platform.
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e.l.f. Cosmetics is making waves in the beauty world with its innovative activation at the Indianapolis 500, celebrating its expanded partnership with racer Katherine Legge. Through the "Lip Oil Change" experience, e.l.f. is breaking ground as the first beauty brand to sponsor a driver, showcasing its name prominently on Legge's car, helmet, and fire suit. The event, honoring Legge and the trailblazing women of Indy 500 history, offers fans an immersive experience with glow-up artists, limited-edition merchandise, and even a drone show celebrating inclusivity and authenticity. With interactive elements on platforms like Roblox and Snapchat, as well as exclusive rewards for loyalty club members, e.l.f.. is not only engaging fans at the race but also extending the activation to a broader audience.
🚗 Platform Directions
YouTube is introducing a new feature that will indicate specific timestamps of policy violations in videos, allowing creators to address issues more precisely. When a video is flagged with a yellow icon for Limited or No Ads, creators can appeal, and YouTube experts will review the video, noting exact times and policies violated. This aims to provide clearer guidance on content issues. Initially limited to the Self-Certification process for web uploads, the feature will expand over time. This update, long requested by creators, seeks to make the demonetization and restriction process more transparent, though creators cannot resubmit videos for appeal if issues are corrected; re-editing and reuploading are necessary.
TikTok is launching the TikTok Change Makers Program, a global initiative aimed at spotlighting creators and non-profits who use the platform to drive positive social impact. This six-month program will support 50 selected creators worldwide, including notable U.S. figures like Barbara Costello, JT Laybourne, Franziska Trautmann, and Caulin Donaldson, by providing them with tools, resources, and donations to non-profits to enhance their community engagement and influence. The program underscores TikTok's commitment to fostering a community passionate about making meaningful change through #TikTokforGood, celebrating and elevating creators who inspire, educate, and advocate for important causes.
💡 Quick Tips
👀 X Is Hiding Post Likes for All Users
🏷️ LinkedIn Adds Labels for AI Generated Content
🛠️ TikTok Announces New Ad Tools
📸 Snap Launches Camera Extension for Chrome
🚦Influencer Spotlight
10 AAPI Creators To Follow Beyond AAPI Heritage Month
As May marks Asian American and Pacific Islander Heritage Month, we’re thrilled to celebrate the rich cultural tapestry and immense contributions of AAPI individuals. This month commemorates the arrival of the first Japanese immigrants in 1843 and the completion of the transcontinental railroad in 1869, largely built by Chinese immigrants. With 23.5 million Asian Americans making up 7.1% of the US population, this month honors the generations of AAPI individuals who have enriched America’s history and culture.
In our blog post, we highlight the innovative work of 10 AAPI creators across various industries on social media. Join us in celebrating AAPI Heritage Month by amplifying diverse voices and fostering inclusivity.
Perpetual Inventory Clerk at Macy's
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