Social Media Marketing

TikTok has completely changed the way brands sell. A single video, maybe an influencer raving about a beauty product or a live shopping stream that sells out in minutes, can turn an unknown brand into the next big thing overnight. But here's the real challenge: What happens after that? Going viral is exciting, but it's…

As holiday campaigns dominated the social media landscape, retail businesses look forward to 2025 for cutting-edge strategies and approaches to stand out amongst competitors. E-commerce and retail businesses face increasing competition due to in-app shopping features and targeted retail ads across platforms such as Google, Instagram, Facebook, TikTok, YouTube, X, and Pinterest. We expect more…

Finding the perfect gift is always tough, but it seems to be hardest for Gen Z who, according to new research, require more touchpoints than any other generation before deciding to make a purchase. They are likely to conduct heavy research before buying a product and social media content is a primary source for reviews. In…

The next generation approaches shopping in a fundamentally different way than earlier generations. They're frequently regarded as a more difficult audience to engage, having grown up with cellphones, making it more difficult to attract their attention than millennials. On the other hand, Gen Z alone has over $450 billion in buying power, and Gen Alpha…

Social media’s constant evolution is driven by innovative technology like artificial intelligence and data to take targeted retail marketing to the next level. Mainstream social platforms like TikTok and Instagram are enabling brands to provide customized and unique content to users, and each generation is getting influenced by “trending” products. The rise of social selling…

During this moment of uncertainty in the world of social commerce, marketers need a backup plan for the potential end of TikTok in the United States. Regardless of whether it goes away entirely or gets bought, the platform will likely undergo changes that impact the creator economy and, in turn, brands. The short-form video social…

We launched a simple innovation on a nipple cover in 2022 without a plan, investors, a following, and any money in a marketing budget. This was the beginning of CAKES body, which will generate over $30 million in revenue in its third year in business — and do so very profitably and donate over $1…

Fueled by growing numbers of Gen Zers entering the workforce and the resulting disposable income, influencer marketing has grown steadily worldwide — from $1.7 billion in 2016 to $21.1 billion in 2023. In fact, one-third of Gen Zers and one-quarter of millennials have made a purchase in the past three months based on an influencer’s recommendation.…

Brands are expected to spend $247 billion on social media marketing in 2024 to fight for consumers’ attention. With people spending more than two hours a day on social media, brands would be foolish not to spend their ad dollars on social platforms, right? According to recent data, brands may have it all wrong. For…

In episode 451 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Toral Patel, vice president of marketing and e-commerce at Kopari Beauty, a skin and body care brand focused on clean beauty products. Listen in as Patel provides an overview of the company and her role within the organization (1:00), the factors that have contributed…