Trend Roundup
The girlies who get it, get it.
WHY AM I THE ONLY ONE IN THIS CLUB
It’s giving weird girl sh*t. And being very confused about why you’re the only one doing it.
This is how you respond when they ask you to stop that one thing you keep doing even though you know it’s ~frowned upon~.
…but then you prove them wrong with just how far you can take your unhinged behavior.
Trendsetter Spotlight
That’s a whole lotta ad revenue.
Well, it’s official, TikTok has secured the biggest bag. In case you still weren’t convinced, Reuters has provided us with the receipts that in 2022, the app’s ad revenue is projected to surpass $11 billion – exceeding that of Snapchat and Twitter combined.
About $6 billion of that revenue is expected to come from the United States, despite concerns over the platform’s sharing its user data with China. As BIA would say – that’s a whole lotta money. Just peep that smooth product placement in her new music vid. We can’t help but to stan.
Clearly, this is all striking a chord – because it seems like lately, everybody is taking notes – even the girlies who previously didn’t get it. Tech companies are taking a page out of #foryou as traditionally non-media-focused powerhouses like the Big Four are making big moves to expand their in-house advertising and marketing capabilities.
Last week, Business Insider reported consulting giant Deloitte making its sneaky links official as it quietly snatched up multiple advertising agencies in building out its own Deloitte Digital – and reported $16 billion in global revenue in 2021. Given all this ~digitization~, it’s no surprise big tech is now jumping on the bandwagon as previously media-agnostic brands grapple with modernization in a new age of advertising.
Deloitte’s approach to getting all the babushkas on board?
"We take someone who knows insurance, not advertising, and deliver him to the CEO. Then he convinces the CEO and CMO to hire [Deloitte Digital] as well.
…No ad agency on Earth can do that."
Stir the Pot
All learning, no CAP
This is all to say: companies and brands everywhere are flocking to find new approaches to advertising in droves – and a lot of them need help figuring out how to do it. Of course, TikTok itself isn’t sleeping on a possible information gap: so its in-house team has set out to nip the potential problem in the bud with its launching of a – you guessed it – its own in-house training course.
Aimed at agencies in particular, TikTok’s CAP (Creative Agency Partnerships) University is offering a webinar type of thing that after completing,
“enrollees will be able to lead conversations with their clients, concept and create for the platform, and continue driving their clients' business forward.”
For now, it seems like it’s free – so one of us (hi, it’s me, the person who writes these) will attend so I can eavesdrop and report back next week.
Will we be seeing a Deloitte/TikTok collab in the future? Sounds unhinged and terrifying but also potentially glamorous, so I’ll leave you with this: