Latest news with #CreatorMarketplace


Business Mayor
12-05-2025
- Business
- Business Mayor
Meta Outlines Facebook, Instagram and Threads Ad Updates at NewFronts 2025
Meta has unveiled a range of new ad updates at the NewFronts 2025, including improved creator collaboration tools, a new means to tap into trending Reels, updated Partnership Ads, video ads on Threads, and more. Yeah, there's a bit to take in, and if you're looking to maximize your promotions, you do want to be taking in the details on these ones. First off, Instagram's now testing out Reels trending ads, which will enable brands to display their promotions alongside trending Reels content. As per Meta: ' Brands may choose to run their ads next to overall top trending Reels or top trending topical lineups such as beauty, sports, and more content lineups in the future.' It's very similar to TikTok's 'Pulse' ads, providing high-value placement in popular content on any given day. Which could be a great way to boost brand awareness and resonance, aligning your promotions with topic-aligned clips. Trending content is also the focus of Meta's latest update to its Creator Marketplace hub, which is getting its own trends display in-stream. ' Trends leverages AI to identify topics that are trending on Instagram Reels, we then rank the trends based on a variety of metrics and showcase relevant reels content along with recommended creators. ' As you can see in this example, the new trends listing will provide a basic overview of each topic, along with a quick link to relevant clips for added context. You'll be able to sort the listing by region, topic, and in 24-hour, 7-day, or 30-day timeframes, which will help to guide your thinking on creative options, as well as highlighting potential creators to work with. In addition to this, Meta's also adding more indicators on creator profiles in Creator Marketplace, show how their past brand collaborations have performed. The updated display will show stats like hook-rate and interaction rate to better inform your creator outreach. Meta's also expanding its AI-powered creator content recommendations to Facebook. Back in March, Meta added content recommendations within its Partnership Ads Hub in Ads Manager, which highlights relevant organic content that mentions your brand, and is also likely to perform well as a paid promotion. Now, the same will come to Facebook, providing extra opportunities to creator collaborations. And lastly, on Creator Marketplace, Meta's confirmed that it's testing a Creator Marketplace API, which will eventually provide expanded opportunities for businesses to discover and connect with creators. Meta's also announced an update to its Partnership Ads that will enable brands to display their brand handle or not on Partnership promotions. As you can see in the first example here, currently, Partnership Ads display the handles of the brand and collaborator at the top of the post. But now, that'll be an optional setting, which could make these posts seem more organic in-stream. Which may also be more deceptive, with the small 'Sponsored' tag in place of the location marker now the signal that this is an add. Obviously, Meta's found that users don't respond as well to more blatantly tagged promotions, but it feels like a slight step backwards in regard to transparency. Meta's also testing Facebook Live Partnership ads, with an option to boost user-generated content, 'so advertisers can boost live videos in partnership with creators as a partnership ad. ' That'll provide another way to tap into the popularity of creators in the app, and the engagement of live streams, which will also add incentive for more creators to go live on Facebook. It's also testing video ads for Threads, following on from its recent launch of Threads ads for all businesses. 'Soon, a small number of advertisers will test 16:9 or 1:1 video ad creative delivered in between pieces of organic content in Threads feed to offer businesses a new way to engage with their audience. ' Threads video ads will autoplay when displayed in-stream, and will expand when clicked, with a CTA button along the bottom of the playback window. In some ways, it feels like Meta may be pushing a bit hard on Threads ads, given that static ads have just been rolled out on the app, and video may be more disruptive to the user experience. But really, we're mostly used to ads like this anyway, so I doubt that they'll have a significant negative impact, even in video form. Meta recently announced that Threads is now up to 350 million monthly active users. Finally, Meta's rolling out AI-powered video expansion on Facebook Reels, which will automatically adjust your video creative assets by generating 'unseen pixels' in each video frame to expand the aspect ratio. The option will make it easier to scale your campaigns across different formats, without having to film new content, though I would assume that results will vary, and some of those expansions won't look as seamless as this. A heap of new Facebook, IG, and Threads options to consider, which could factor into your planning.


Zawya
30-01-2025
- Business
- Zawya
TikTok shares 2025 trends every marketer needs to know about
According to the report, 2 out of 3 TikTok users like when brands partner with a variety of creators; 81% of users say TikTok has introduced them to new topics and trends they didn't know they liked, building a globally connected, engaged community. Riyadh, Saudi Arabia: To equip marketers with deep insights into TikTok's community's evolving wants and needs, the platform issued its annual trend forecast - What's Next 2025 Trend Report. It shows that in 2025, the TikTok community will unite to create unique, transformative, and year-defining content, reshaping how the industry thinks about 'marketing' and the future of business growth—a movement called Brand Chem. The old playbook of brands telling consumers what they need is over. This new era calls for brands to join forces with creators and communities, working hand-in-hand to build content that resonates, drives impact, and ultimately redefines cultural relevance. "In 2024, we saw brands push creative limits, lean into trends, and connect with their communities in powerful ways, but 2025 is set to take it even further,' said Shadi Kandil, General Manager, Global Business Solutions, Middle East, Turkey, Africa, Central and South Asia - TikTok. 'The creative storytelling opportunities on TikTok are endless, and this year brands and creators will come together to continue shaping culture, sparking fresh ideas, and accelerating business growth by tapping directly into what matters to the TikTok community." You can view the full 'What's Next' report here. This report focuses on the most impactful and sustainable trends, referred to as Trend Signals. The three key groups of Trend Signals: Brand Fusion Identity Osmosis Creative Catalysts Brand Fusion A dynamic state where a brand gains renewed vigor, becoming more responsive and ready to build lasting bonds. TikTok has become a go-to platform for trusted insights. Brands are discovering the value of collaborating with diverse creators, from low-key reviewers to dynamic personalities all thanks to TikTok's Creator Marketplace. Instead of relying on a single creator, brands can now connect with their community at scale, reaching unique audiences and enabling authentic storytelling (1). In fact, 2 out of 3 TikTok users like when brands partner with a variety of creators. Adding custom codes and exclusive offers further amplifies this reach, allowing brands to create personalized connections while driving business results. It's not just about working with a variety of creators, but also ensuring brands allow those creators to show up authentically through their content. In the region, Decathlon had successfully joined TikTok Creator Marketplace, allowing the brand to easily connect and collaborate with exercise enthusiasts on the platform. Through these collaborations, Decathlon authentically tapped into engaged communities, boosting their reach and building product awareness with sports lovers across UAE, Kuwait, and Qatar. Alongside the Creator Marketplace, the brand boosted its content on Spark Ads, driving further reach with content that felt authentic. With this, they achieved higher engagement with a lower cost, receiving a 71% increase in view-through rates, demonstrating the impact of selecting the right creators for relevant, genuine content. Going beyond authentic content to building genuine rapport, brands must meet their communities where they are and share varied and unfiltered content such as street interviews, behind-the-scenes moments, or thoughtful insights. By doing so, brands can foster trust and community while encouraging audience engagement (2). 40% of TikTok users find brands that showcase personality more relevant, while 45% of social and video platform users feel brand relevance comes from feeling understood — emphasizing the importance of consistent, supportive, and joyful content. Through TikTok's Creative Exchange, brands can strategically partner with creative experts across specialized niches, making their connections with audiences even more meaningful. Identity Osmosis Brands are organically integrating evolving consumer values, allowing these shifting ideals to reshape their identity. TikTok communities are redefining representation by embracing diverse, authentic perspectives and celebrating niche viewpoints. By adapting to new trends and leaning into authentic perspectives, brands can connect on a deeper level with their communities, expanding reach and value (3). This open, empathetic exchange between brands, creators, and community is supported by features like TikTok Symphony Dubbing, which enables global brand communication in native languages, enhancing accessibility and emotional resonance. 81% of users say TikTok has introduced them to new topics and trends they didn't know they liked, building a globally connected, engaged community. The Michael Kors back-to-school campaign targeted students in Saudi Arabia, UAE, and Kuwait, leveraging the TikTok Creator Marketplace to partner with local creators within travel, beauty, and lifestyle verticals. Creators personalized their content to showcase the products, emphasizing their versatility for students and teachers. A standout collaboration with @yaraaziz, 2024's Creator of the Year, who engaged her 4.9 million followers with an interactive video helped the campaign achieve more than 58 million impressions and 8.3 million in reach. TikTok is transforming conversations about life stages and identity. It's changed the ideals around Girlhood from a once-narrow concept into a space of diverse narratives where women embrace TikTok's femininomenon and listen to each other's first-hand experiences. From affordable dupes to unboxing hauls, TikTok fosters a digital sisterhood in which 72% of women on TikTok feel it's easy to connect and bond with new communities around shared life experiences on the platform. (5) This evolution is prompting brands to reconsider their messaging and enshrine female inclusivity, in part by leveraging amplifier communities like #WomeninSTEM, uniting women from tech sciences, on TikTok. Other deeply personal topics that have been transformed by conversations on TikTok are personal finance and well-being. TikTok is redefining traditional milestones amid an era of economic change, spurring the community to be more interested in financial literacy. Conversations around student debt, mental health, and personal happiness reflect a shift toward valuing authentic, relatable experiences, with 50% of users on social/video platforms seeking content that mirrors their lives. (6) And brands can engage in those conversations, providing users with valuable advice. Creative Catalysts Untapped tools for marketers to ideate, build, learn, and take more exciting creative risks than ever before. AI is becoming a source of excitement on TikTok, where users and brands explore its potential in everyday tasks like styling outfits, visualizing renovations, or writing scripts with Symphony Assistant. This playful, creative approach turns AI from a sci-fi concept into a practical, engaging tool for daily life, sparking curiosity and creativity. TikTok users are 1.4x more likely than users on other platforms to look forward to Generative AI in ads (7), highlighting this growing enthusiasm. With Symphony Assistant, brands can leverage real-time data on trending content and transform it into creative, ready-to-film concepts, making AI an integral part of TikTok's vibrant, discovery-driven community. As content demand rises, brands are shifting from short-lived marketing assets to multifaceted storytelling strategies. Formats such as Image Ads allow brands to quickly hop into trends and tell new stories by shaking up the format. This approach aligns with TikTok's user base, where 76% of TikTok users enjoy seeing a mix of images and video (8), enabling brands to maintain relevance and continuously engage audiences. Real-time feedback in TikTok's comment sections further enhances this strategy, allowing brands to innovate alongside consumers—with 68% of users saying brands should leverage comments to better understand their audience. (9) A note on What's Next Methodology This report is heavily supported by data from the Global TikTok Marketing Science team gathered across multiple third-party commissioned research studies utilizing mixed methods approaches often including quantitative online surveys, exposure to stimuli in a mock TikTok environment, and/or advanced analytics. In this report, we've focused on studies from 2022 - 2024, which are most relevant and innovative, and speak to the larger trend forces at play in 2025. TikTok Marketing Science References TikTok Marketing Science North America Value in Variety Study [US, CA] 2023, conducted by Alter Agents TikTok Marketing Science, Business Impact Through Relevance, US, UK, AU, conducted by WARC, August 2024 TikTok Marketing Science, Business Impact Through Relevance, US, UK, AU, conducted by WARC, August 2024 TikTok Marketing Science, Business Impact Through Relevance, US, UK, AU, conducted by WARC, August 2024. TikTok Marketing Science Global Diversity on TikTok 2022 conducted by Flamingo Group TikTok Marketing Science, Business Impact Through Relevance, US, UK, AU, conducted by WARC, August 2024 TikTok Marketing Science Global Gen AI Consumer Perceptions and Usage Survey [US, UK, ID] via AYTM, April 2024 Base: TikTok and non-TikTok, 18+ users (n = 1,495) TikTok Marketing Science Global Carousel Images on TikTok Survey via AYTM, August 2024. Base: TikTok users 18+ [Q9] (n = 2100) TikTok Marketing Science Global TikTok Comment Section via AYTM [US,UK,CA] April 2024