Hey Statusphere,

It’s already June! Hopefully your campaigns are heating up (in a good way).

 

In this month’s newsletter, we are covering:

 

 

 Surprising new data on social search

 Our pick for viral TikTok creator of the month

 Major marketing headlines you may have missed 

 And more! 

 

– Kristen Wiley (CEO of Statusphere) 

Some marketers might be tired of hearing “Social media is the new Google.”

We get it. But that doesn’t make the sentiment any less true!

Especially as social search is growing across all demographics.

A new report published by Forbes highlights how millennials and Gen X are shifting away from Google alongside Gen Z. Some key findings:👇

• 1-in-4 consumers rely on social media as their primary means of search
• 24% of people say they discover new brands on social media every day
• Google searches have declined 25% among both Gen X and Gen Z
• 94% of Baby Boomers use search engines to search brand names, compared to just 64% of Gen Z (64%)
• 1-in-5 consumers feel that social has replaced traditional search engines

The takeaway? Brands can’t afford to assume that only the younger crowd is hooked on social shopping. Here’s what that means for your marketing strategy:

• Don’t write off “older” demographics. Communities like TikTok’s #over40beauty and #over40fitness are prime examples of why.
• Make mobile-first optimization a priority. This includes social landing pages, product pages and checkouts for shoppers on their smartphones.
• Create social promotions (organic and paid) for the entire funnel. Make sure your TikTok and IG speak to customers from discovery to conversion.

Check out the full report here!

Photo Credit: Forbes

TikToker @faceoftionne earned 570,000+ views, 34,000+ likes and 16,000+ saves by showcasing Anastasia Beverly Hills’ latest skin tint.

The creator applies the product in this short but sweet tutorial while delivering a glowing voice-over. Claiming the tint “feels like nothing on my skin” and that the brand has “taken over” her makeup bag recently, she has high praise for ABH.

Meanwhile, the comment section was flooded with eager shoppers ready to pick up the tint ASAP. Some of our favorites:

• “girl i thought you were putting ice at first i’m SOLD”

• “Girl my card just rolled its eyes at me 😭”
• “Why would you show me this? My pockets are fighting for their life.”

What We Love: ❤️

• Simplicity. Clocking in at 23 seconds with no music and minimal edits, this video proves that simply showing off products in action is effective.
• Authenticity. The creator’s account is all about sharing product recommendations with her audience. Her enthusiasm and engagement with commenters highlight how she really believes in what she’s promoting.
• “Small” creator, big engagement. This video highlights the reach of micro-influencers over big accounts. Compare the creator’s account size (15,000 followers) to the brand’s (1+ million). The fact that the creator’s video has exponentially more views than the brand’s own promo videos is telling!

Check out the full video here!

Photo Credit: @faceoftionne

There’s no such thing as a one-size-fits-all influencer strategy.

From campaigns to KPIs and beyond, every brand has different priorities. What matters is having a marketing mix that attracts the right creators and customers.

Want a fresh perspective on how to diversify your strategy to see results?

Join us for a LIVE panel discussion on Thursday, June 20 at 1 PM EDT.

You’ll learn:

• How to make influencers a meaningful growth channel for your brand
• CPG brands’ firsthand experiences scaling creator campaigns
• Advanced marketing strategies from influencer industry experts
• And more!
  

Social news moves fast! Here are a few headlines to keep you in the loop: 

• 🚫 Instagram takes a cue from YouTube by testing unskippable ads.

• 🤖 TikTok is reportedly making a “copy” of its algorithm for US users.

• 💬 Hoping to boost in-app engagement, TikTok is testing DM streaks.

• 📽️ New data confirms that Facebook and Instagram are officially video-first platforms.

• 🤔 Instagram is actively discouraging “engagement bait,” sending mixed signals to marketers in the process.

Check out these resources from Statusphere that you might have missed: 

• How to Find TikTok Influencers: 3 Best Ways to Search for Creators
• How to Find Micro-Influencers for Your Brand Faster
• 11 Influencer Marketing Metrics & KPIs to Track Campaigns with Confidence
• How to Find Makeup Influencers for Your Beauty Brand

We’ll be back next month with more tips to enhance your digital marketing strategy!

Best,