What's Happening; Consumer Brain rot, Meta's Chatbot launch + Ad News
This Week; Talking about consumer behaviour changes, TikTok's US Marketing & Meta's Chatbot launch. And Influencer Events + launches.
Welcome back to The Social Juice, where marketing matter. You are reading the Wednesday strategy & Brand Marketing edition. The Edition with Marketing updates and report goes out, every Sunday.
What’s for today:
Consumer Brain Rot & TikTok’s Marketing Success
Brand Marketing News & Content
SEO & Bard AI
Lead Generation Research; B2B Marketing
Influencer Marketing Recap
Research; Hindsight Bias, Oprah Winfrey & Brands
Anatomy of My Favourite Creator of the Week
Duolingo’s Strategy isn’t for You
Influencers on Red Carpet
Observation; Facebook Ad Algorithm suffers
Early Marketing & Ad Updates
Happened; Taylor Swift & NFL
(have a good read with orange juice)
Marketers need to talk about Consumer Brain rot
Gen-Z → Urge to Interact with what isn’t meant for them on social.
Millennials → Urge to share their beliefs and stick by them on social.
One of the worst things that we suffer from is not understanding how things move in human mind and what led to rise of different social media apps.
TikTok is better than Instagram.
That’s a very popular statement on Internet, Instagram in 2023 is full of people you know spying on your life. TikTok is better, more healthy. TikTok is a great product, no hate. But our subconscious mind decides which social media app will take over. And Your usage of Instagram prepared you for TikTok, An App where you became the spy on everyone. Most of us were Instagram spies, posting less and less, and trying to keep up with our target followers. TikTok gave you an option to go further and chase everyone. And the next platform will be built on what you feel today, nothing different.
My Newsletter can give you Brain Rot. What?
Social Media isn’t the one to blame. It’s the idea of more information = more knowledge. Newspapers and curated informations do an amazing work of hiding what matters. It’s not editor or author like me playing the devil.
The Information Economy was the starting point of brain rot when we thought knowing what happens in the third world is better. And we lost our home to information. What social media algorithms did was to make the experience of more information better. And Content Creators like me play the game, Remember you joined because of the format of content.
Why Am I blaming information? As Dr.K on Youtube shares a great statement about Brain Rot, you learn what’s the issue;
The mind doesn’t wear out with use or overuse, it actually rusts with disuse.
Brain Rot, Consumer & The Marketer
Gen-Z is out to tell you if something doesn’t resonate with them. Comments like, I wasted my time watching you or comments like ‘lame’.
Millennials are validation seekers. In the past weeks many celebrities had scandals and PR Issues and Millennial comments like, I always knew something was sketchy about X or Sharing their third-person experience, etc.
For The Marketer; In the last edition of newsletter a shared report mentioned Both Gen-Z and Millennials are more likely to make impulse purchases. And this could be one of the reason. Information overload causing quick changes in behaviour and that could lead to impulse purchases. In the upcoming years, I predict an increase in product-led marketing as it will become quite hard to always jump to different content ideas or formats.
How TikTok Grew in US; A Strategy to fight Behavioural Changes
No one talks much about how TikTok conquered US, And targeted older generations too. TikTok promotes itself as an app for everyone, and as I shared their users are now interacting with everyone. What TikTok did and probably does the same today was running Fast Campaigns.
A TikTok Trend goes viral and it is healthy to promote on Traditional Media Channels or DOOH. TikTok was moving their viral content from various niches to those traditional platforms, causing a FOMO. Plus, giving a different brand message to every consumer, telling no matter who you are TikTok is a place to be. And all that lead to huge success for TikTok in US.
The time when social media was in a Rest is over. Users where in a state that brands could understand and chase. Today, Social Media is in a moving state and you can run as fast as you can. The Consumer is way ahead.
The worst mistake you can make is call the consumer, when you call they run like a dog. The Answer is simply to attract the consumer and guide them. TikTok did the same, attracting not calling.
If you are still thinking, what’s brain rot and do you suffer from it?
I can’t define if you have brain rot or not. Only a doctor can but;
If negativity attracts you more to consume content, like millions of other social media users. That’s an issue. (proof)
Social media is a place to never stick by your beliefs or surround yourself by Yes Creator, You can lose your ability to rethink. (watch)
You are consuming content but never challenging and connecting the dots to who you are. No, you don’t need a trend to showcase you are ok to dance publicly.
What’s Happening with Brands?
Kim Kardashian’s Dirt Photoshoot is the newest addition to fashion trend of looking poor. (watch)
Google sponsored a creator to take a stab at Apple but everyone was confused about what’s the Ad promoting? (watch)
OpenAI & WHOOP partner to launch WHOOP Coach. (check)
Brands are using this Meme Image of Kevin James, owned by Getty Images. (check)
Penguin Book Australia’s latest video and overall TikTok Strategy combines books with dance. (Tok)
Failed Gen-Z OOH Campaign from NYC Dating App. (TT)
White Claw promotes Nail Care in new campaign with Edelman and Nails.INC (lbb)
Jack in the Box launches new campaign for Monster and Angry Tacos. (Ipot)
No, DM (German Brand) you can’t just copy the creative if it is trending. This is the Original from L’oRéal Paris & Remake from DM.
Coca Cola launches new AR-powered DOOH Giveaway in UK. (Read)
Partner Marketing; Shake Shack partners with STUDS for free Huggies. (offer)
German: Latest Political Ad Campaign for Bayern Elections by TBWA. (Deutsch)
Mattel’s new Ad with BBH US pushing Hot Wheels, Are they planning a new movie for it? (AA)
AI Chats on Google & Resources
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