Four years ago I flagged the ascendency of TikTok, and I’m delighted to see its explosion of popularity. TikTok has found its cultural footing. Global Head of Marketing, Sofia Hernandez, firmly asserts that TikTok is entertainment, not social media. Millions dive in to watch a movie’s worth of content. It’s a unique and diverse community of co-creators who inspire one another. The emphasis is on keeping it real. Advertisers take note, brands that get it right flourish on TikTok.
79% of its users say that TikTok a place for brands. And the stats are fascinating. Trust matters, in fact 83% of users come to TikTok for reviews. After seeing an ad there, 41%, trust a brand more. And 49% take action, and become brand advocates.
That is magic brand math that has been embraced by brands from Ryan Air and Porsche to Chipotle.
Future Gazers Session on Articial Intelligence: High Snobiety of David Fischer, Mobbie Nazir of We Are Social and Aurelia Nod of Dentsu
The buzziest word at Cannes Lions 2022 was “metaverse”. This year it has taken a back seat to artificial intellegence.AI is unfolding in real time.
54% of us think AI will have a negative societal effect. But 39% are excited by it. The caveat is transparency. There is the nervous blur between what is deepfake and disinformation and what is truth.
AI can replicate voice. Early adopters include artist Grimes who licensed her voice to be used versus trying to control it. Paul McCartney is working on a new Beatles song. So we can see how artists are starting to embrace it.
But the big question is will AI lead to a dystopian future or a shackling free of repetitive tasks? It remains to be seen.