It's officially "When do summer Fridays start?" season, but the marketing world isn't slowing down. This week we have a full roundup of the most important updates across social and search (i.e. algorithm updates, data deprecation and is TikTok *really*getting banned?) — plus we're highlighting recent NBA and WNBA marketing moments that you should have on your radar.
So let's get you up to speed — here's everything you need to know *now* within the marketing + creative space.
Consider this newsletter a resource for marketers and creatives, by marketers and creatives. Enjoy!
Every Social + Search Update You Need to Know *Now*
*The news cycle is never-ending. Marketing is ever-evolving. Here we’ll keep you in the know on timely topics and key learnings that can elevate your marketing game.*
The marketing world moves at lightning speed — and so do the social platforms and search engines at the center of it. With so much news swirling around new platforms, copy-cat updates and data deprecation, we figured we'd gather it all in one place. Here's a roundup of recent updates and announcements from TikTok, Instagram and Google that you need to know.
TikTok
The TikTok news never stops. In an exciting update earlier this month, TikTok and Universal Music Group settled their royalty dispute and announced a new licensing agreement — which means the thousands of songs previously pulled are back on the platform.
Another development in the works? TikTok is currently in the testing phase of a collaboration feature, reminiscent of Instagram's collab feature. The update will allow two users to post one piece of content together, living on both accounts.
Of course, in other TikTok news, an update on the potential ban. Though details are vague, last week TikTok filed a petition in federal court seeking to overturn the ban — more to come!
If you've been in your Instagram app recently, you've likely noticed several updates that are impossible to miss — but behind the scenes, Instagram has launched algorithm updates that are even more important to note.
Minor in-app updates include Meta AI's incorporation with the search bar, and a new feature reminiscent of TikTok: a 'Just seen' label layered onto content that you've just viewed when clicking from feed to user profile.
The big news? Instagram is working on an algorithm update that includes a push for small creator breakthrough on Reels. Previously, Reels were recommended based purely on how an account's followers engaged with them — which ultimately resulted in more followed accounts seeing more reach. However, as this update is rolled out, all eligible content will be shown to a smaller group of users (made up of both followers and non-followers), and subsequently, content with the highest engagement will be pushed further, allowing smaller creators a chance to be competitive in the algorithm.
A second algorithm update? A focus on original content. If Instagram finds two or more pieces of identical content (i.e. repurposed or re-posted), the algorithm will only push the original version.
The primary Google update? Cookie deprecation roll-out has been pushed. When initially announced, it was thought that third-party cookies would be completely phased out by the end of this year, however, the timeline has changed due to the intricacies involved in the data shift, and current expected rollout is mid-2025.
What is Google's replacement for third-party cookies? The Privacy Sandbox — a solution in development with the goal of protecting people's online privacy while still giving companies access to the tools necessary to build and grow.
NBA + WNBA Marketing Moments to Have on Your Radar...
*Social is an endless scroll. Where to stop? Here we analyze relevant moments, cultural trends and the marketing geniuses behind it all.*
The WNBA season tipped off this week and the NBA Playoffs are in full swing — and both have *everyone* buzzing about basketball. At the top of the list of those taking notice? Brands. With endless spots, sponsorships and social moments, we had to recap just a few.
Google Pixel Sponsors the NBA Playoffs — For the Third Year in a Row
Has Google Pixel found their niche in sponsoring sporting events? It looks like it. This season, Google Pixel is back for the third straight year as the official sponsor of the NBA Playoffs — this year just in time to launch the all-new Pixel 8a. Why do they keep coming back for more? As the brand continues to attach themselves to major sporting events (just last week they were at the Miami Grand Prix), Google Pixel is positioning their product as *the* phone best suited to capture high-speed, action-packed moments on camera.
The NBA and WNBA Sign Their First-Ever Wine Deal
While the NBA has long had beer and spirits sponsorships, this spring the NBA and WNBA signed their first-ever wine deal with Kendall Jackson and La Crema respectively. The deal signifies both leagues expanding their target markets — basketball fans don't have to fit into one category, they can (and in fact do) have a wide variety of tastes and interests.
SKIMS Becomes the Official Underwear Partner of the WNBA
SKIMS is back with another killer collaboration, this time as the official underwear partner of the WNBA. The sponsorship launched with a social campaign featuring the WNBA's best and brightest stars — perfectly in time for this season's tip-off, fans couldn't be more excited about the pairing.
As the WNBA season progresses and the NBA finals come to a head, there are so many more marketing moments to come — and if what we've seen is any indication, they'll certainly be ones to watch.
Marketing Wins we <3
*Who doesn’t love a marketing win? Below are recent marketing moments we couldn’t help but share.*
The Ordinary Goes Minimal for OOH Campaign
Who says maximalism is the key to capturing attention? Not The Ordinary. The skincare brand recently went viral for taking a minimal approach to OOH, with clean sleek billboards that only feature simple images, and witty copy highlighting their science-backed skincare. One billboard read, "People find it odd that we don't name our products, we tried it once. But scientists are terrible copywriters. So we stuck with Hyaluronic Acid."
*💡 Takeaway: Being the loudest doesn't *always* garner the most attention. With a crowded market of brands hiring flashy celebrity endorsers or putting up billboards with bold, shocking messaging, simple can stand out.*
Marc Jacobs Reaches Gen Z with Sylvanian Drama Mother's Day Collab
Who knew telling soap opera-like stories through a popular 80s toy brand would resonate with Gen Z TikTok users? TikTok creator Sylvanian Drama did, and this Mother's Day, Marc Jacobs took notice — featuring a mini Marc Jacobs tote in a classic Sylvanian Drama TikTok video that you have to see to believe. Of course, the campaign went viral.
*💡 Takeaway: A key to a successful creator collaboration? The outcome must feel authentic to the creator's core audience. Giving collaborators the space to share how their audience will most connect with your product is incredibly valuable. Are Sylvanian Drama videos typical of Marc Jacobs' content? No. But, their audience is valuable to Marc Jacobs — and allowing the campaign to fully lean into the Sylvanian Drama style resonated.*
Porsche, Vogue and Nicholas Galitzine Come Together for a GRWM
Everyone loves a GRWM — but Porsche just took it to the next level, partnering with Vogue on a GRWM-style video featuring cinema's newest favorite leading man Nicholas Galitzine getting ready for his first Met Gala — and subsequently getting a ride to the event in a Porsche Macan.
*💡 Takeaway: Collaborations can be more than a two-way street! Being open to collaborating with multiple partners on a campaign (in this case, it was three) allows for endless opportunity.*
Marketing Jargon
*In marketing, it feels like there's a new term being thrown around every day. We've got you! Here are a few you should have on your radar (and mention in your next meeting).
***Upfront:** A pivotal event where television networks unveil upcoming programming and media buyers purchase ad space. Typically occurring in the spring, this week media giants like Warner Bros, Disney, Discovery, Netflix and YouTube have been pitching advertisers.
**Weather-wise Marketing:** The idea that real-time weather data can give marketers a deeper understanding of their audience and support contextual messaging — as weather can impact a person's routine, experiences and even mood.
**'Rawthentic':** A buzzy portmanteau that you've likely heard only recently — the idea of 'rawthentic' marketing emphasizes the cultural shift to raw, authentic and unfiltered content winning with consumers (over highly produced, polished content).
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That wraps issue no. 22 of The Breef POV! Keep an eye on your inbox for the next edition. In the meantime, browse more on The Breefing Room.
