There's a new TikTok in town 🤠

Hey there,

 Can't believe the end of the year is here! 🎄 In this month’s newsletter, I’m covering:

• Details on Amazon's brand new TikTok clone 🐑🐑
• The ongoing drama between Apple and Meta 🍵
• Mind-blowing data on social ad reach 🤯
• TikTok’s social commerce victory lap 🛒
• Viral TikTok creator of the month ✨

- Kristen Wiley (CEO of Statusphere)   

1. Amazon's Launches TikTok Lookalike Feature 👀 

Photo credit: TechCrunch

Short-form video has totally taken over social commerce.

That's why it's no surprise that Amazon is getting in on the action.

Enter Amazon's new “Inspire” feature showcasing shoppable videos that resemble content from TikTok. Here's the scoop via Fortune: 👇

• Inspire is a native feed of bite-sized vertical videos and photos showing Amazon products
• Shoppers can access Inspire via a static lightbulb icon on their homepage
• Users curate their feeds based on interests and products they interact with 

Inspire will be available to "select customers" in December with a full roll-out to come in a few months. Beyond that, details are scarce for now.

TechCrunch speculates that Inspire's design will draw consumers away from TikTok.

Maybe, maybe not. The fact that the #AmazonFinds TikTok tag boasts 33.5 billion views is super telling. Amazon's products go viral on TikTok all the time. 

But if Inspire is an attempt to cut out TikTok as the middleman, Amazon might struggle. That's because products go viral on TikTok because of TikTok. Specifically, the platform's creative community that loves shopping.

Still, Inspire has big implications even if it doesn't take on TikTok directly.

Consider that 60% of online shopping journeys start on Amazon. Inspire's format is tailor-made to appeal to a new wave of social shoppers. The boom of Reels and TikTok reflects how hungry consumers are for short-form videos.

And for brands, it's yet another reminder to get on board yourselves.

2. Apple’s Advertising Feud with Meta Heats Up 🥊

Photo credit: Apple

I could open a cafe with all the social tea being spilled lately. ☕️

Most notably, Apple is making headlines following recent comments from Mark Zuckerberg. Referring to the App Store as “problematic,” many of Apple’s latest moves have put a squeeze on Meta.

The tipping point? Apple’s 30% cut from sales via boosted ads on Facebook and Instagram.

To be fair, this so-called “tax” on apps developed for iOS is nothing new. The fact that the change was rolled out quietly does feel like a direct shot, though.

Zuckerberg’s comments aren’t a big surprise given past tension between Meta and Apple. iOS’ privacy update were projected to cost Facebook upwards of $12 billion in 2022. 

I'm not taking sides on this one! However, this does highlight the shaky state of social ads. Costs are up, spending is down and reach is inconsistent.

3. How Can Marketers Reach the Invisible 70%? 👻

Speaking of low reach!

Advertisers of all sizes are confronting the reality of the “invisible 70%.”

That’s because only about 30% of ads actually reach their intended audience. 

From privacy updates to consumers opting out of tracking, ads are underperforming.

This leaves marketers stuck with a cookie-less future looming. 80% of advertisers rely on third-party cookies — 67% claim to be overwhelmed and confused about how to proceed without them. 

The solution? According to Revieve CMO Juliana Pereira, personalization and owned data are key to bringing brands and consumers together. She says in The Drum about how to navigate digital environments that lack a human element:

“The best way for brands to personalize the customer journey is through the collection and analysis of data . . . The more data collected, the better for the customer.”

My advice?

• Investigate other forms of targeted, social media marketing that won’t be affected by app tracking opt-outs.
• Working with creators to promote your brand is an easy way to bypass targeting and advertising limitations like the ones brands now find themselves experiencing. 
• Gather data from customers. Tweak and personalize your offerings. Repeat.

Out of the loop on Apple's privacy updates and how they affect ads? Here's a breakdown. 

4. TikTok’s Ecommerce Push is Paying Off 💰

Photo credit: Social Media Today

Back in March, I explained how TikTok was transforming the customer journey. 

The key takeaway? Consumers seek videos and recs from real people before buying from brands. 

Fast forward to the present and TikTok’s takeover of social commerce is reaching new heights, including: 👇

• The official US launch of TikTok shops is underway for select brands
• Plans for TikTok-specific fulfillment centers ala Amazon
• Closing in on a $12 billion ad goal for 2022 according to the New York Times

And this is in light of poor ad projections for Meta, Pinterest and Snapchat.

What did TikTok do right in 2022? The platform fostered countless creator communities and an audience that loves to shop. Leaning into social search improved the app’s shopping experience, too.

I’ve seen firsthand how brands are crushing it on TikTok and can’t wait to see what 2023 brings!

5. This #Viral TikTok is a PSA for Damaged Hair 💇

I love it when problem-solving products go viral!

TikToker Lana (@alanarosetimms) earned over 566,000 views and 64k likes for shouting out a brand that saved her hair.

From the moment Lana said her locks were on “the brink of extinction,” I was hooked.

Photo credit: @alanarosetimms

At times Lana sounds like she’s delivering breaking news. Funny enough, her tone combined with the occasional joke makes her video more compelling.

Lana’s enthusiasm for hairsyrup is clear as she breaks down how it's “unbelievable."

Why I ❤️ this:

• The power of everyday creators in action. With only 1,600 followers when her video was posted, Lana proves that smaller creators earn big reach.
• The video is super simple. This TikTok highlights how unpolished and off-the-cuff videos tend to pop off on the platform.
• You can tell the creator authentically loves the product. She even goes through her comments to help shoppers find it themselves! 

6. Are Your Influencer Campaigns Up to Date for 2023? 🗓️

Fact: 89% of brands will increase or maintain their influencer investment in 2023. That’s because more consumers today rely on influencers for product recs. 

And as competition among brands ramps up, staying on top of trends is crucial.

Want to make sure your brand is ahead of the curve? Tune into my upcoming webinar where I’ll share exclusive insights on influencer marketing and fresh trends to watch. 

I’ll cover:

• How to spot buzz-worthy trends and apply them to your campaigns
• Creative ways that brands will work with influencers in 2023
• Trending tactics that work for Reels + TikTok (and how to leverage them)

Seats are filling up fast! Reserve yours below! 👇

Register Now

Snack-Sized Social News 🥨

Social news moves fast! Here are a few headlines to keep you in the loop:

• Pinterest announces the shutdown of its “Creator Rewards” program ☠️
• A new report reflects how today’s CMOs are feeling the heat — 71% of marketing leaders claim they’re under pressure to prove short-term ROI 📈
• The five-month streak of reduced ad spending is finally slowing down 🦥
• Retailers are ready to ramp up their tech stacks in 2023 — 70% claim they’re looking to outsource their tech, too 💻

ICYMI

Check out these resources from Statusphere that you might have missed:

• How to Track Sales from Influencer Marketing Campaigns
• 5 Signs to Scale Your Influencer Marketing (and How to Do It)
• How to Contact TikTok Brand Ambassadors + Outreach Tips
• 6 Email and Instagram DM Templates for Influencer Outreach

I'll be back next month with more tips to enhance your digital marketing strategy!

Best,