How TikTok's uncertain future and COVID-19 are transforming influencer marketing

As the TikTok shakeup continues, competitors are wooing influencers and becoming more accessible with new video tools while content evolves to be more frank. 

By Natalie Black (Koltun) • Sept. 21, 2020

Lowe's sees biggest social media lift from New York Fashion Week

While NYFW experienced significantly less engagement than normal due to the pandemic, followers on social mentioned the retailer more often than top designers during the event, Talkwalker found.

By Robert Williams • Sept. 21, 2020

Explore the Trendline➔

Influencer Marketing

Amid a surge in confidence and new platform approaches, brands continue to turn to influencers for fresh content that can reach online consumers.

By Marketing Dive staff

Champs Sports kicks up photo-sharing with AR shoe try-on in Snapchat

As more people seek out digital shopping experiences during the pandemic, virtual trials appear to be gaining with brands and mobile users.

By Robert Williams • Sept. 21, 2020

TikTok downloads banned as of Sunday, setting off new scramble in video app saga

The app won't shut down until Nov. 12 under a new order, and could avoid any service disruption if a deal for its U.S. operations is approved this weekend.

By Peter Adams • Updated Sept. 18, 2020

Patagonia escalates activism with voting rights push before elections

While marketing around areas like advocacy and environmentalism are growing mainstream, few brands have challenged public officials in such a direct way.

By Tatiana Walk-Morris • Sept. 18, 2020

TikTok reportedly talks to Instagram co-founder about CEO role amid app's uncertain future

The embattled social video app's executive shuffle also includes hiring former YouTube executive Cheryl Gresham as head of media partnerships.

By Robert Williams • Sept. 18, 2020

Havas buys majority stake in Camp + King to expand digital creative network

The deal comes as agencies are positioning themselves for a new reality when digital and virtual strategies are more important.

By Robert Williams • Sept. 18, 2020

Sparkling water brand Spindrift appears on upcycled hats at New York Fashion Week

With the brand showing up in Anna Sui's collection, it could fortify its sustainability bona fides — a crucial issue for young consumers.

By Peter Adams • Sept. 17, 2020

Michelob Ultra seeks 'chief exploration officer' to travel to national parks

The CEO will receive a salary and document their journey in an effort that reflects both the high unemployment rate and interest in road trips. 

By Tatiana Walk-Morris • Sept. 17, 2020

Facebook plans to sell AR-equipped smart glasses from Ray-Ban

Along with moves that could make AR more commonplace, the tech giant introduced a lower-cost model of its gaming-centric VR headset.

By Robert Williams • Sept. 17, 2020

Some blue-chip brands see loyalty drop precipitously during pandemic, survey finds

As consumers adjust to a "new normal," an annual ranking of brand loyalty adds the most newcomers ever while some previous stalwarts disappear.

By Aaron Baar • Sept. 17, 2020

Magna: Digital platforms like Amazon remain resilient amid overall ad spending declines

While traditional media faces a bigger blow than during the Great Recession, digital heavyweights are notching gains as e-commerce and streaming are enshrined in consumer habits.

By Tatiana Walk-Morris • Sept. 16, 2020

McDonald's app offers mock insurance to drive trial of new spicy McNuggets

The promotion that includes a 40-minute Instagram video of Anthony "Spice" Adams reflects the chain's focus on drive-thru, delivery and digital as it ramps up marketing spend.

By Robert Williams • Sept. 16, 2020

How Oracle's TikTok deal could shake up social media

The enterprise technology firm does not have an established stake in the space, which might help the video-sharing app retain outsider status while opening new capabilities in areas like search.

By Peter Adams • Sept. 15, 2020

Miller Lite turns beer cans into antennas for watching football

As more fans stream live sports this season, the beer brand is helping them watch digital TV — without turning to illegal streaming sites it parodied on social media.

By Tatiana Walk-Morris • Sept. 15, 2020

Facebook Messenger joins co-watching party and enables shared video viewing

For marketers that buy Facebook Watch ads, the new viewing experience may help to reach a broader audience in a fun, relaxed digital setting.

By Robert Williams • Sept. 15, 2020

'Got milk?' creators tap 'Black-ish' star for bilingual positive news series

By tapping "Hollywood's youngest executive producer" along with notable kidfluencers, the California Milk Processor Board seeks to engage Gen Z with timely content marketing.

By Tatiana Walk-Morris • Sept. 14, 2020

Walmart reportedly in talks to join Oracle's proposed stake in TikTok

The retailer is now expected to partner with Oracle on the deal, giving it access to a platform that has potential in e-commerce and advertising, as it works to keep pace with Amazon.

By Peter Adams • Updated Sept. 17, 2020

Pepsi creates team-specific videos, contests and packaging for homebound NFL fans

Local fan traditions — some more infamous than others — are the focus of an effort addressing how showing team spirit might be different this year. 

By Tatiana Walk-Morris and Chris Kelly • Sept. 11, 2020

Barclays champions Black wealth creation on Instagram Live

The five-week #BlackWealthMatters series is the latest sponsored livestream to address social issues that include diversity and inclusion.

By Robert Williams • Sept. 11, 2020

Campaign Trail: Gap leans on brand heritage in unity-focused campaign

The first effort from new CMO Mary Alderete showcases Gap's philosophy of "American optimism" and aims to amplify voices through voter education.

By Natalie Black (Koltun) • Sept. 11, 2020

Ferrero shares '31 Days of Halloween' on Pinterest

With the holiday expected to look different this year, the confectioner wants to extend the excitement over a period of weeks with content and shoppable pins.

By Robert Williams • Sept. 11, 2020

Louis Vuitton, Puma dress up for TikTok Fashion Month

Livestreams, apparel reveals and instructional videos by brands and creators arrive as TikTok works to make its app a fashion hub for young consumers.

By Robert Williams • Sept. 11, 2020

Walmart homes in on family, community in first ad push for Walmart+

Called "A Different Kind of Membership," the multichannel campaign features 22 diverse families and focuses on reclaiming precious time lost to shopping.

By Peter Adams • Sept. 11, 2020

Gen Z shows higher ad recall than older age groups, Snap study finds

The cohort's higher rate of brand preference and shorter attention spans suggest both a challenge and opportunity for marketers to connect with this valuable audience.

By Robert Williams • Sept. 10, 2020