Marriott seeks TikTok creators to drive content around loyalty program

Marriott Bonvoy TikTok Correspondents will creatively document everything they encounter on social media, reinforcing how essential travel can be.

By Nina Lentini • Jan. 18, 2022

SmileDirectClub's strategy for TikTok blends tweaking TV ads and fresh content

The DTC brand of teeth aligners found that TikTok delivers the best results with a mix of programmatic ads and organic engagement.

By Robert Williams • Jan. 13, 2022

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Retail Marketing

Top stories that underscore the leading influences on retail marketing, including the creator economy, '90s nostalgia and Gen Z. 

By Marketing Dive staff

Mobile ad spend leapt 23% in 2021, on track to hit $350B this year

Spurred by a continuation of pandemic-induced changes to consumers' habits, mobile usage continues to soar, App Annie found.

By Natalie Black (Koltun) • Jan. 13, 2022

The long and short of it: understanding video options in a fragmented world

While short-form video boosts discoverability, longer formats are critical for brand-building and storytelling, writes Meta's Patrick Harris.

By Patrick Harris • Jan. 13, 2022

Twitter invests in Aleph Group to support digital ad expertise globally

Aleph is building an education tech platform for digital advertising with the goal of training more than 50,000 professionals in 90 countries on five continents.

By Nina Lentini • Jan. 12, 2022

Looking ahead: 9 trends that will steer marketing in 2022

Marketers face a steep road this year juggling emergent tech and changes to online tracking while trying to meet the shifting moods of pandemic-weary consumers.

By Peter Adams , Chris Kelly , Natalie Black (Koltun) • Jan. 11, 2022

Social commerce to grow 3 times as fast as e-commerce, Accenture predicts

Driven by Gen Z and millennials, shopping on social media platforms is forecast to grow from $492 billion in 2021 to $1.2 trillion by 2025.

By Chris Kelly • Jan. 6, 2022

Cameo poised for bigger role in brands' 2022 social strategy

Gaining momentum last year among brands like Coca-Cola and Infiniti, the platform may help to create a "halo effect" around online content.

By Robert Williams • Jan. 6, 2022

Yahoo builds out shoppable ad tech with MikMak deal

Along with providing access to first-party data, the deal lets CPG advertisers offer a multi-retailer checkout experience directly from ads on Yahoo sites.

By Natalie Black (Koltun) • Jan. 6, 2022

Frito-Lay and Rick Astley renounce New Year's deprivations

Focused on leaning into what brings joy, "New Year, New You" gives TikTok users an opportunity to duet on the singer's hit "Never Gonna Give You Up."

By Nina Lentini • Jan. 5, 2022

TikTok dethrones Google as most-visited website

The social video app hit the 1 billion user mark in September and is forecast to reach 1.5 billion monthly active users toward the end of 2022.

By Natalie Black (Koltun) • Dec. 23, 2021

Retailers tailor holiday paid social to Gen Z, with YouTube grabbing biggest spend

The findings show Gen Z wields growing purchasing power and is more comfortable buying through apps like YouTube and Instagram as social commerce booms.

By Peter Adams • Dec. 23, 2021

Triller merges with SeaChange to extend reach into OTT media

Set to close in Q1, the deal takes the social media platform public and positions it to build a TikTok competitor.

By Nina Lentini • Dec. 23, 2021

Forever 21's metaverse venture lets Roblox users customize virtual fashion stores

Players and fashion influencers can design, own and manage stores as they try to become the "top shop."

By Nina Lentini • Dec. 20, 2021

Jif, Gap highlighted in TikTok's review of 2021

The year-end review can help marketers understand what resonates with users and potentially attract more activity on the app as they prepare 2022 plans.

By Natalie Black (Koltun) • Dec. 16, 2021

E.l.f. goes long-form for meme-heavy holiday 'movie' native to TikTok

Breaking with the app's snackable focus, "Big Mood, Big e.l.f.ing City" nods to 2021 trends like the Couch Guy and a viral salmon bowl recipe.

By Peter Adams • Dec. 15, 2021

Walmart teams with TalkShopLive as social commerce ramp up continues

Following efforts on Twitter and TikTok, the partnership is the retailer's latest move to bridge content with commerce.

By Chris Kelly • Dec. 14, 2021

81% of marketers see brand values gain influence over ad buying, study finds

Companies put a larger premium on causes like anti-racism in their media partnerships, but still come under fire for choosy brand safety practices.

By Peter Adams • Dec. 10, 2021

5 campaigns that leveled up mobile tech in 2021

With interest in the metaverse growing, brands from Reebok to Reese's Puffs ventured into virtual worlds.

By Robert Williams • Dec. 9, 2021

Facebook debuts suite of fresh tools to woo creators

A new professional mode and upgraded livestreaming features arrive as the Meta-owned social network places a greater emphasis on creators.

By Natalie Black (Koltun) • Dec. 9, 2021

Coca-Cola spotlights BIPOC creators with TikTok debut

Teaming with singer Khalid and dancer Jalaiah Harmon, the beverage giant is using a "bottoms-up approach" to highlight what young consumers say is cool.

By Nina Lentini • Dec. 9, 2021

9 campaigns that struck a chord in 2021

Despite the year's unfulfilled promises, efforts by the likes of Coke, Burger King and Tide delivered boldness and resonated with consumers.

By Peter Adams , Chris Kelly , Natalie Black (Koltun) , Asa Hiken • Dec. 7, 2021

'Consumers crave experiences': How AR has evolved beyond mere try-ons

Dynamic activations are increasingly vital during the pandemic as people connect with brands on mobile — and they're likely key to future metaverse environments.

By Robert Williams • Dec. 2, 2021

Walmart and Yahoo tailor holiday content for social, AR shopping

After last year's collaboration spurred a 239% lift in gross merchandise value, the duo adds a tweet countdown and TikTok series to a wide-ranging effort.

By Natalie Black (Koltun) • Dec. 2, 2021

Afterpay taps Furby to dish out holiday gift ideas on TikTok

The effort blends late-'90s nostalgia with social commerce to help shoppers struggling to buy for "impossible" people.

By Asa Hiken • Dec. 2, 2021