Welcome to the TAKUMI insights subscription 📊.
If you’re looking for the inside scoop on influencer marketing 📱, social media updates ⚙️, creator culture 🤳, and Gen Z insights 📈, then look no further. TAKUMI’s insights team is curating the most impactful industry news and weekly developments right here 👇.
‘‘TikTok has launched a range of video tips for marketers to understand the key elements of the app. ‘Made for TikTok’ the new series provides expert lessons on how to get started with better branded content. The first training video series features agency art director David Ma who shares his experience of successfully bridging the gap between agency and TikTok.’’
TAKEAWAY 🔥: While these videos are hardly in-depth discussions on best practices, they are useful guides to get started. TikTok is quickly becoming a key playground for marketers to reach a highly engaged audience. Understanding how to utilise the platform and it’s ever-changing updates will be key in staying ahead of the curve.
‘‘PayPal is reportedly exploring the acquisition of social media company Pinterest, according to Bloomberg News. PayPal, the financial technology company based in San Jose, California, recently approached Pinterest about a potential deal that would value Pinterest at roughly $39bn, according to Bloomberg. The price is close to its market value on Wednesday. PayPal has a market cap of $304bn.
The news sent Pinterest’s share price soaring more than 10% and led to trading in the image-sharing and social media service being suspended twice. PayPal’s share price slumped more than 4%. Neither company has commented on the rumors so far.’’
TAKEAWAY 🔥: A possible Pinterest acquisition could make sense from a couple of angles, especially as social commerce—or buying products on social media. It's estimated social commerce could grow from $26.8 billion last year to $52.5 billion in 2023, meaning integrating a payments business with a shoppable social app is forward-looking and certainly a strategic move.
‘‘The advertising regulator is working with a group of popular TikTok influencers to ensure posts on the platform are truthful and appropriate. Nine influencers have made videos addressing key issues including misleadingness and making ads clear to followers, which will be uploaded over the next few days to the Advertising Standards Authority’s new TikTok account. The ASA said it knew from the complaints it received how concerned people were with making sure the ads they see in social media were labelled clearly and upfront, and that they were truthful.’’
TAKEAWAY 🔥: The ASA partnering with TikTok is a great way to help spread the word about how important it is to follow regulations, not only on TikTok but across all social media platforms. Content creators, and the brands they partner with, risk eroding that trust and the authenticity they’ve built with their followers if they post ads that are misleading, harmful or offensive. This partnership if vital to ensure rules are known and applied to everyone.
‘‘Instagram this month announced a number of new features that will roll out across both the Instagram Feed and its TikTok competitor, Reels. The creator-focused additions will allow users to collaborate with one another, raise funds and make better use of music on Reels, among other things. The company will also make its Instagram desktop website more usable, by allowing people to finally be able to post both photos and videos less than one minute in length using their desktop web browser.’’
TAKEAWAY 🔥: With Collabs, users will be able to co-author Instagram feed posts and Reels – opening up an entirely new way to reach new audiences.
Besides including a collaborator’s handle in the header, the post will also be shared across both users’ feeds and follower timelines. Both users will see views, likes, and comments in their notifications.
We anticipate that this new feature will inspire a rise in collaborations within the creator community, especially for educational content that drives positive change.
‘‘Led by Influencer Marketing professional Scott Guthrie, TAKUMI is one of the six founding member organisations alongside leading marketing and media agencies including Ogilvy, Tagger, INCA, The Fifth and Whalar, with a senior member from each organisation sitting on the IMTB Board of Management. IMTB’s Board of Management will collaboratively manage the newly formed trade body. The board will act in the interest of the institutions members, the industry and society.’’
TAKEAWAY 🔥: The IMTB is designed to celebrate professionalism within the industry, improving business decisions whilst respecting consumers and creators. It is committed to enhancing influencer marketing by protecting and improving its reputation, pioneering progressive ideas, increasing transparency and supporting profitability. The IMTB promotes industry collaboration, with new influencer marketing agencies or influencer marketing platforms encouraged to join as a corporate member. The trade body will speak as a unified voice, earning a place as a trusted source of research, guidance and education to the benefit of the industry. TAKUMI are thrilled to be a part of this collaboration.
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