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Daily April 4
TikTok isn’t a social network — at least not in the traditional sense. People don’t open the app to see posts from their friends. They open it to watch creators. And yet, advertisers continue to call it exactly that. Labels like this end up conveying something absolute. That’s hard to move away from once it’s decided. It can even prevent growth in other areas. Read more below.
- Gone are the days when TikTok execs were focused squarely on trumpeting the platform’s reach with younger audiences to marketers.
- 2021 ended up being a strong year for publishers, which on average reported a 20% increase in revenue year-over-year.
- Gamers will be able to experience the next Coca-Cola flavor inside Fortnite before it hits real-world store shelves. Read more about the strategy.
- Attention metrics show potential at top and bottom of the marketing funnel and more in this week’s Digiday+ Media Buying Briefing.
- As what’s being called the “Great Resignation” looms, companies are betting on transparency around their paid parental leave policy to not only attract talent, but to keep it.
- Publishers have returned to their pre-pandemic revenue priorities of direct-sold, subscriptions and branded content. And they have little use for emerging tech, according to the latest Digiday+ Research.