TikTok Is Growing Up, and So Are Its Users

TikTok Is Growing Up, and So Are Its Users

More millennials are finding their way to the Gen Z-dominated app

TikTok has seen explosive growth during quarantine as people have the time to explore it.Photo Illustration: Dianna McDougall; Sources: Instagram, TikTok, Getty Images

ByScott Nover

Key Insights:

TikTok generated “the most downloads for any app ever in a quarter” in Q1 2020.Buyers say TikTok doesn’t allow for much targeting, so an expanded user base presents some challenges.

Musical.ly first made a splash in The New York Times in August 2016, months before Donald Trump’s presidency began and years before the Covid-19 pandemic was even a glimmer on the horizon.

At the time, Alex Zhu, co-founder of the […] Read more

17 Ways to Get Free Advertising for Your Business

17 Ways to Get Free Advertising for Your Business

Written by Caroline Forsey @cforsey1

When you work at a small business with a limited budget, it’s not really possible to shell out $340,000 for a 30-second TV commercial, or $10,000 for an email marketing campaign.

It can be frustrating when your budget dictates how many people your business can reach.

Surprisingly, there are a lot of free ways to supplement your paid advertising efforts. By incorporating free advertising tactics into your strategy, you can remove some nonessential costs and dedicate your budget to deeper, more longterm plays.

In fact, we suggest some of these methods regardless of your budget.

To help you spread the word about your business […] Read more

Millennials, Gen Z Want Distraction—and Action—From Brands During Crisis

Millennials, Gen Z Want Distraction—and Action—From Brands During Crisis

By: Kathryn Lundstrom

Consumers want brands to address the crisis, but how they want to see that changes as they process it.

Key insight:

Reactions varied between generations, and changed as the pandemic took its course.

While several studies have been conducted in recent weeks in hopes of understanding what consumers need during an unprecedented global health crisis, many of them seem to just reflect the obvious rather than building a more helpful framework through which to see what’s happening around us.

In contrast, Dentsu Aegis came up with a set of phases—based on the five stages of grief—to help garner more from survey respondents. Asking people which phase […] Read more

What Type Of Ads Should You Be Running Now?

What Type Of Ads Should You Be Running Now?

 Radio Ink -March 29, 2020

(By Jamie Aplin) I’m so surprised that we’re still hearing ads on the radio promoting a businesses product or service. But wait, isn’t that precisely what radio ads should be doing? Typically, yes. But that all changed the day a world wide pandemic was announced. That was the day your typical car dealer ad, declaring zero percent financing should have been tossed out the window and replaced with an ad that resonates with our current reality.

This is not the appropriate time to promote your 50 percent off store-wide sale. If your advertisers continue to air commercials like this […] Read more

‘THE ECONOMY NEEDS MARKETERS’ DURING THE CORONAVIRUS CRISIS: WEDNESDAY WAKE-UP CALL

‘THE ECONOMY NEEDS MARKETERS’ DURING THE CORONAVIRUS CRISIS: WEDNESDAY WAKE-UP CALL

Plus, How China’s agencies are going back to work and will your phone track you in the name of public health?

By Judann Pollack. Published on March 18, 2020.

Welcome to Ad Age’s Wake-Up Call, our daily roundup of advertising, marketing, media and digital news. If you’re reading this online or in a forwarded email, here’s the link to sign up for our Wake-Up Call newsletters.

What 9/11 can teach us about marketing in the time of coronavirus

With the economy reeling and uncertainty lingering, there may be a tendency to put brand plans on hold and freeze spending. But Bradley Johnson, looking at the current crisis through the […] Read more