What's Working in Marketing – Get Your Live Stream On

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Welcome back to another week of What's Working in Marketing, a weekly newsletter where we share what's working outside your own four walls across the digital marketing landscape so you can be more effective. If you enjoy reading this, follow me on LinkedIn or create a FREE Insight Library account, our team is publishing tons of free research that you won't want to miss.

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This week we're breaking down:

The Highlights:
- Diving into the upcoming trends in live streaming and commerce
Time to Get Listening:
- Speaking with Corey Haines of Swipe Files on the secret of unlocking creativity in marketing
The Watercooler:
- Understanding the trends in content marketing for the year
#MarketingTwitter:
- Diving into three threads to check out a 'new?' social media network, get inspiration from a thread of memorable marketing campaigns and dissect a TikTok ad that took a brand from $1.5K to $8K daily revenue

LIVE STREAMING TREND PREDICTIONS IN CHINA

Douyin, the Chinese version of TikTok is setting a trend that will easily start to build on the app internationally very soon.

eCommerce live streaming is taking Douyin by storm with more than half of its user base (384M) actively watching live streams. This format is estimated to generate $400B in China alone this year.

TikTok's current roadblock in navigating the use and growth of this feature on the app. While companies like YouTube make creator monetization easy, TikTok is limited in its ability to generate creator payment in the same way.

So far TikTok has tested a live stream with a commerce focus showing featured products for viewers to explore but there are still many opportunities to implement.

Based on options already present on Douyin, it's safe to say several new commerce components are coming to TikTok live streams including:

One-click purchase options
In-stream landing page components for featured products
Off-platform conversion driving such as maps to retail locations

🎧 Time to Get Listening 🎧

The Secret to Unlocking Creativity that Powers Outstanding Marketing

FOUNDER OF SWIPE FILES

In this episode, Corey discusses the value of inspiration, his framework for creating Swipe Files, his favourite marketing best practices, the importance of looking outside your industry for inspiration, what's exciting him in marketing today, and much more.

Listen to What's Working in Marketing

CONTENT MARKETING TRENDS TO KEEP AN EYE ON

Content is often one of the largest line items in a marketing budget and I'm consistently shocked at how little strategic oversight is applied to such an important expense. 🧐

With the amount of content being distributed each day, it has never been more competitive than it is today to earn someone's attention online. Not only that, the level of quality is out of this world compared to where things were 5 years ago.

It seems like we're in this perfect storm:

📲 More people are spending more time online.

🤑 More brands are spending more resources trying to reach those people.

😓 Which has made it more competitive than ever before.

As a marketer, what options does your brand have to effectively compete to earn someone's attention?

See Full Content Marketing Post

THREE TWITTER THREADS

A good strategy is a good strategy, no matter where you find it.

Here are three Twitter threads you should check out this week:

1. Is there a new social media network on the rise?

2. A thread of memorable marketing campaigns to give you some inspiration

3. Dissecting a great TikTok ad that took a brand from $1.5K to $8K daily revenue

In case you missed any previous versions, check them out via the links below.

1. What's Working in Marketing - The Future of Twitter Ads
2. What's Working in Marketing - metaverse or irl?
3. What's Working in Marketing - A Refreshing Marketing Rollout