CM Marketing Minute: January 22, 2025
TikTok Makes a Speedy Return to the U.S.
TikTok is back online in the U.S., bringing relief to millions of users, creators, and advertisers who had been bracing for a ban. The app’s future, however, remains uncertain as ByteDance navigates political and legal challenges. Brands that rely on TikTok should consider diversifying their social strategies to safeguard audience reach.
Consumers Prefer Shopping on Marketplaces
63% of consumers now prefer shopping on marketplaces over brand-owned websites, highlighting the appeal of convenience, variety, and perceived value. With one in five shoppers browsing marketplaces weekly and consumers exploring them purely for entertainment, marketplaces have evolved beyond transactional hubs into dynamic discovery platforms. For marketers, it emphasizes the importance of a strong marketplace presence to capture audiences where they’re spending their time.
Instagram Updates How Users Find Reels
Instagram now shows friends the Reels you’ve liked, creating a more social and connected viewing experience. The feature could increase Reel engagement while nudging users toward shared interests. Brands should focus on creating content that sparks conversations and resonates within close-knit networks.