UK October 19

Bigger may not always be better, at least when it comes to marketers trying to use TikTok creators to empower their brands. A new study of TikTok found that the creators with the biggest followings didn’t necessarily deliver the best attention and engagement for brands. Read more below.

• Brands that worked with creators in with mid-tier (11 million) and lower (540,000) follower counts received the best levels of attention, as opposed to the creators with the largest followings.
• Marketers and agency execs say that the impact of supply chain issues is already palpable and is making them rethink how much they are advertising now as well as retooling upcoming holiday plans. More in this week’s Digiday+ Marketing Briefing.
• Professionals who are COVID long-haulers, have had to radically adjust their working schedules to cope with symptoms.
• Dow Jones is adding Barron’s, MarketWatch and Investor’s Business Daily to become part of Twitter’s Amplify program, which has helped the media company to attract social ad buyers.
• As the supply chain’s problems have grown into a clear obstacle for many brands and retailers, that shift hasn’t been enough to drastically change the holiday promotion strategies for a majority of brands, according to new Digiday+ research.
• With more ways to watch video, audiences are becoming fragmented. At this year’s Advertising Week, television executives talk about streamlining viewership data points, the future of targeting and more.
• NBCUniversal News Group operates three standalone news streaming outlets, and its digital arm has roughly doubled its staff and is investing in more original streaming shows.
• Publishers shared insights at the Digiday Publishing Summit at the end of September in Miami. More in this Digiday+ event recap.