Creators vs influencers: What’s the difference?
Megan TatumCreators? Influencers? Social tastemakers? How are brands defining their influencer strategy and should they expect different results from different partners?
The internet will soon need warnings for AI-generated content
Mark RitsonAI’s strength is automating high-volume, short-term marketing activity, which means social media could become a cesspool of synthetic content.
Global social media ad spend to approach £200bn in 2024
Grace GollaschAccording to WARC Media, social media is the largest media channel worldwide by advertising investment, with Meta alone representing a 63% share of global social spend.
‘We’re not social media’: Snapchat seeks to distinguish itself from category
Niamh CarrollRather than connecting people, social media is alienating many, says Snapchat CMO Colleen DeCourcy. Therefore, the platform is attempting to set itself apart from others in the sector and position itself as “the antidote” to these problems.
How Cadbury’s multichannel mantra delivered £230m in revenue
Marketing Week ReportersFrom interactive outdoor posters to TV, social and experiential retail, Cadbury’s multichannel approach to Christmas 2023 drove a 5.3% sales rise.
The 2024 Agenda: Social media becomes more widely used as a brand building tool
Lucy TesserasThe role of social media in brand building is becoming more widespread and is set to gain traction in 2024.
Why TikTok went into ‘professional mode’ to win B2B hearts
Marketing Week ReportersA LinkedIn takeover helped TikTok persuade marketers the social media app could become their new home for performance marketing.
How Tesco reached 42 million people on TikTok
Marketing Week ReportersSome 3,000 entries were submitted via TikTok to become the voice of Tesco’s checkout, helping the supermarket deliver a 7% uplift in Clubcard use.
How Aldi reached millions to achieve social media fame
Marketing Week ReportersFrom a spat with M&S over its Cuthbert cake to launching clothing on TikTok, Aldi notched up almost 2 billion impressions during its three-year social push.
Primark highlights role of digital offering as sales improve
Chris SutcliffeThe Ireland-based fashion retailer attributes investment in its digital offering for better-than-expected performance in the face of high street challenges.
Differentiation and representation: The strategy behind Gay Times’ US expansion
Chris SutcliffeGay Times celebrates its 40th anniversary next year. But with a push into the US and a holistic rebrand, how is it marketing itself to new consumers and brand partners?
Brand building activity responsible for growth in digital video spend, study finds
Chris SutcliffeDigital ad spend continues to grow, recording a 5% rise in the first half of the year, with digital video accounting for the strongest growth.
‘Social media is the sharp end of modern marketing’: NatWest on using TikTok for brand-building
Chris SutcliffeNatWest is increasing its investment in TikTok, as it seeks to use social media to attract wider range of consumers where they look for information.
Will retail media bridge the gap between performance and brand marketing?
Chris SutcliffeAt the IPA’s EffWorks Global 2023 event, panelists raised hopes about the efficacy of retail media – if marketers can determine whose responsibility it is.
Pinterest ups focus on brand as is looks to drive user growth and retention
Chris SutcliffeThe interest-led social network is looking to experiential, social and partnerships to reinvigorate its audience.
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