#204 HTE - Pride Month Shines Bright with E-commerce Brands ✌🏻🏳️‍🌈

July 05, 2023 • Estimated Reading Time: 21 minutes

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Check it out!

🌈 Pride Month Shines Through Amidst Opposition

💰 Unleash Your E-commerce Potential with Drip: All In One, Stress Free

📺 TikTok vs. YouTube: The Battle for Average Daily Usage

💸 Meta Unveils Revolutionary Approach: EU Users Can Download Apps Directly through Facebook Ads

🛍️ TikTok Rumored to Expand E-commerce Presence, Launching Online Retail Store in the U.S.

🎬 Netflix Revamps Ad Strategy with Episodic Ads; Meta Challenges Twitter with Threads; Shopify Launches Collabs Network for Partnerships

📕 Top Reads Of The Week

⚙️ Plenty Of Jobs Await You!

So, scroll down to THE VERY END & read up on what’s yet to come your way!

Pride Month Shines Through Amidst Opposition

Despite facing strong opposition to pro-LGBTQ+ marketing strategies, corporate support for Pride Month events has remained solid this year. A recent survey conducted by InterPride, a worldwide network of Pride events, revealed that nearly 78% of US Pride organizers reported either increased or steady corporate sponsorships compared to the previous year, while 22% experienced declines (NBC News). This article examines notable instances of corporate support for Pride Month and explores the challenges some companies face in navigating this landscape.

Embracing Pride: Kohl's Demonstrates Commitment:

Kohl's, a prominent retailer, has exemplified its dedication to supporting the LGBTQ+ community by embracing Pride Month. The company introduced a diverse selection of Pride-themed tops, throws, and other items. In addition to offering inclusive products, Kohl's extended its support to LGBTQ+ youth by donating $100,000 to the Trevor Project. This partnership enables the organization to continue providing guidance and assistance to LGBTQ+ young individuals.

Taking Flight: Delta Air Lines' Pride Exhibit:

Delta Air Lines, a major airline, made a notable statement of inclusivity by launching its first-ever Pride exhibit at the Flight Museum in Atlanta. This exhibition is a powerful symbol of the company's commitment to celebrating and supporting the LGBTQ+ community. By showcasing the rich history and achievements of the community, Delta Air Lines aims to foster an environment of acceptance and understanding among its employees and passengers alike. The Pride exhibit demonstrates the airline's recognition of the importance of diversity and its role in creating an inclusive travel experience.

Levi's: Empowering Pride Collection and Advocacy:

Levi's, a renowned denim brand, has taken a proactive approach to support LGBTQ+ rights and empowerment. The company unveiled its 2023 Pride collection, featuring non-binary clothing adorned with empowering motifs and the color lavender, a symbol of LGBTQ+ pride. In addition to this collection, Levi's announced an annual donation of $100,000 to Outright International, a global organization working towards advancing LGBTQ+ rights. This commitment to both creative expression and advocacy demonstrates Levi's dedication to fostering inclusivity and equality.

Challenges in an Unfriendly Climate: Anti-LGBTQ+ Opposition:

Despite the widespread corporate support for Pride Month, the LGBTQ+ community continues to face significant opposition. The Human Rights Campaign declared a state of emergency for LGBTQ+ individuals in the US, citing the enactment of over 75 anti-LGBTQ+ bills in 2023. These bills threaten the rights and well-being of LGBTQ+ people and create an environment of discrimination. In such a hostile climate, brands that engage in inclusive marketing initiatives must navigate the challenges presented by this opposition while staying true to their commitments.

Lessons from Bud Light: The Consequences of Backtracking:

Bud Light, a prominent beer brand, experienced severe repercussions when it backtracked on its support for LGBTQ+ issues. The company witnessed a sharp decline in sales as it irked conservative-leaning consumers who opposed its partnership with transgender influencer Dylan Mulvaney. Simultaneously, progressive consumers felt the brand did not adequately address the backlash. Bud Light's experience highlights the importance of maintaining consistency and authenticity in supporting marginalized communities. Brands that waver in their commitments risk losing consumer confidence on both sides of the issue.

Navigating Representation: Adidas Faces Criticism:

Adidas, a global sportswear brand, faced social media opposition due to its 2023 Pride swimwear collection. Critics argued that the brand should have labeled a seemingly male model advertising a one-piece bathing suit as unisex or marketed it explicitly as an LGBTQ+ offering. This incident underscores the significance of clear messaging and thoughtful representation in inclusive marketing campaigns. Brands must be sensitive to how their products are perceived and labeled, ensuring that they align with the diversity of their target audience and accurately reflect the LGBTQ+ community's identity and experiences.

As the LGBTQ+ community continues to grow in influence, particularly among Gen Z, corporate support for Pride Month becomes increasingly essential. With an estimated $1.4 trillion in spending power, as reported by The Pride Co-op's 2022 study, brands cannot afford to overlook this influential constituency. However, companies engaged in pride marketing must stand by their commitments, as demonstrated by Bud Light's experience, to avoid losing consumer confidence on both sides of the issue. In an era of rising anti-LGBTQ+ sentiment, maintaining a consistent and authentic stance is imperative for brands embracing inclusivity.

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TikTok vs. YouTube: The Battle for Average Daily Usage

Move over YouTube, because TikTok is taking the lead! In a recent comparison of average daily usage among U.S. users, TikTok nudged out YouTube by a slim margin, with users spending an average of 47 minutes on TikTok compared to 46 minutes on YouTube. The popularity of this short-form video app has exploded, attracting both viewers and content creators alike. However, as TikTok continues to grow, questions have arisen about its advertising effectiveness and safety. Are TikTok's Brand Safety tools up to par with its more established competitors? Let's dive into the details and find out.

The Importance of Brand Safety on TikTok

Brand safety is of paramount importance in today's digital landscape. According to a Statista survey, a staggering 80% of respondents actively expect ads to steer clear of harmful content. Any association with inappropriate material can have dire consequences for a brand's reputation in our hyper-connected world. With TikTok's immense reach and anticipated ad expenditure projected to reach 1.77 billion U.S. dollars by the end of 2023, addressing brand safety concerns should be a top priority.

TikTok's Tiers of Brand Safety Solutions

While TikTok may be relatively new to the game of addressing brand safety concerns, the platform has introduced various tiers of solutions to tackle this issue. One standout feature is TikTok's recommendation systems. This safety filter ensures that content aligns with the platform's eligibility-for-recommendation policies before being featured on the coveted 'For You' Page (FYP).

Videos that are currently under scrutiny, newly uploaded content, and those suspected of artificially inflating engagement may not pass the recommendation criteria. These precautionary measures prioritize user safety and contribute to an overall positive TikTok experience.

TikTok's commitment to brand safety and suitability extends to all advertiser categories. The platform aims to foster a secure environment where video ads can seamlessly run alongside safe and suitable content. Let's explore the differences in TikTok's brand safety and suitability tools in more detail.

Pre-Bid Solutions: OpenSlate

One pre-bid solution that TikTok offers is OpenSlate. OpenSlate employs machine learning to categorize content and assess its suitability, providing brands with a proactive shield against potential brand misalignment. By leveraging OpenSlate, advertisers can navigate possible risks and ensure their ads are placed in the right context.

Post-Bid Solutions: Zefr

On the post-bid side, TikTok collaborates with Zefr to scrutinize content after the ad campaign flight period. Zefr offers actionable insights and reports on ad-adjacent content, allowing advertisers to better understand the environment in which their campaigns are running. Zefr's safety standards align with all 44 GARM Brand Safety and Suitability standards, providing a comprehensive approach to brand safety on TikTok.

Accessing TikTok's Brand Safety Tools and Ad Formats

To take advantage of these brand safety tools, advertisers can explore different ad formats available on TikTok. The TikTok Inventory Filter offers ad formats such as Brand Auction and Reach & Frequency. OpenSlate's ad formats include Brand Premium In-Feed, Brand Auction, and Reach & Frequency In-Feed Ads, which can be accessed through the TikTok Sales Team. Zefr's ad formats encompass Reach & Frequency and Brand Auction, also accessible through the TikTok Sales Team. Advertisers should carefully evaluate these options and choose the ones that align with their needs and resources.

In-App Brand Safety Solutions on TikTok

TikTok continually enhances its in-app safety tools to create a brand-safe environment for advertisers of all types. These integrated app solutions revolve around three fundamental criteria: adherence to guidelines, brand alignment, and proactive.r

Meta Unveils Revolutionary Approach: EU Users Can Download Apps Directly through Facebook Ads

In a groundbreaking move that challenges the status quo and paves the way for intense competition, Meta (formerly known as Facebook) is embarking on an audacious venture. The company plans to allow people in the European Union (EU) to directly download apps through Facebook ads, potentially putting them on a collision course with tech behemoths Google and Apple. This bold initiative is expected to commence as a pilot program in the near future, enlisting the participation of select Android app developers. What makes this all the more intriguing is the upcoming implementation of the Digital Markets Act (DMA) in the EU, a regulatory framework that categorizes Apple and Google as "gatekeepers" and mandates the opening up of mobile platforms to alternative methods of app downloading.

While Android technically permits sideloading, Google's labyrinthine integration of in-app billing, licensing, and the cautionary warnings that assail users when they attempt to download apps from external sources have made the process arduous and unwieldy. Sensing an opportunity, Meta has chosen to test the waters on the Android platform first, opting for a pragmatic approach rather than immediately venturing into the labyrinthine landscape of Apple's iOS.

Under the proposed pilot program, Meta's persuasive proposition to participating developers is enticing indeed. By hosting their Android apps and enabling direct downloads for Facebook users without the need to navigate the Play Store, developers could potentially witness a surge in conversion rates for their app install ads. What's more, Meta plans to waive any revenue cut from in-app transactions during the initial phase, thereby enabling developers to continue utilizing their preferred billing systems.

Meta forges ahead with its visionary plans, Google has remained reticent and has yet to respond to requests for comment, leaving observers and industry insiders eager to witness how the landscape of app distribution will evolve.

The impact of Meta's endeavor transcends geographical boundaries, as its ripple effects have the potential to reach shores beyond the EU. Although the initial focus is on empowering EU users, the innovative approach Meta is undertaking may very well extend to benefit app enthusiasts in the United States and other regions. The implications are immense—a transformation in the way apps are discovered, downloaded, and experienced.

As the DMA comes into effect, it is evident that Meta is not alone in its quest to reshape the app distribution landscape. Another tech heavyweight, Microsoft, has expressed its aspirations to launch an alternative app store for games on both iOS and Android platforms in Europe next year. This burgeoning competition among industry titans heralds an exciting era for developers and users alike, as diverse ecosystems emerge, each with its distinct value propositions and opportunities.

The broader ramifications of Meta's foray into app distribution extend far beyond the confines of digital marketplaces. The DMA's recognition of Apple and Google as "gatekeepers" hints at the need for more openness and accessibility within the app economy. By challenging the existing norms and exploring alternative avenues, Meta is spearheading a movement that may spur a profound transformation in the relationship between platforms, developers, and users. The potential dismantling of the monopolistic power wielded by tech giants could herald a new era of innovation and inclusivity.

For users, this paradigm shift promises a myriad of benefits. Directly downloading apps through Facebook ads could streamline the process, saving time and effort. Discovering and accessing new applications would be facilitated within the familiar confines of the Facebook ecosystem, making it a seamless experience. Furthermore, the prospect of increased competition within the app distribution space could lead to greater choice, enhanced quality, and even more tailored experiences for users.

On the developer front, Meta's pilot program represents a tantalizing opportunity. By circumventing the traditional app store gateways, developers can potentially connect with a wider audience, leveraging the immense reach and engagement of the Facebook platform. Higher conversion rates for app install ads could translate into enhanced visibility, increased downloads, and improved monetization prospects. Additionally, the freedom to continue using their preferred billing systems provides developers with greater control and flexibility over their revenue streams.

As the app distribution landscape undergoes a seismic transformation, the repercussions extend beyond the realms of tech giants and developers. The collective embrace of innovative approaches by Meta, Microsoft, and potentially others signals a shift in power dynamics within the industry. The traditional gatekeepers must adapt to a new reality, one that champions openness, fairness, and user empowerment.

With Meta at the forefront of this revolution, the possibilities are staggering. While their initial focus lies within the EU, the potential implications for app enthusiasts around the globe are immense. A future where app discovery and distribution are more diverse, accessible, and user-centric is on the horizon. As the pilot program commences and the app distribution landscape undergoes a metamorphosis, we eagerly await the dawn of a new era—one where apps are within the grasp of users, unencumbered by gatekeepers, and driven by innovation, creativity, and user empowerment.

TikTok Rumored to Expand E-commerce Presence, Launching Online Retail Store in the U.S.

TikTok is reportedly gearing up to launch its online retail store in the United States, aiming to expand its e-commerce footprint further. The store is expected to offer a wide range of products under the TikTok brand, from toys to kitchen gadgets. A dedicated e-commerce tab within the TikTok Shop will also support this venture.

With the success of the "Trendy Beat" shopping feature in the U.K., which saw products sold and shipped by a TikTok-owned Singapore-based company, there are speculations of this feature arriving in the U.S. as well.

TikTok aims to significantly increase its e-commerce sales from last year's $4.4 billion to a remarkable $20 billion by 2023. This move poses a potential challenge to Amazon, as TikTok Shop already boasts lower fulfillment and selling fees than the e-commerce giant.

Netflix Revamps Ad Strategy with Episodic Ads; Meta Challenges Twitter with Threads; Shopify Launches Collabs Network for Partnerships

Netflix Unveils Exciting Ad Approach to Attract Marketers

To entice more marketers to its platform, Netflix is undergoing a significant overhaul of its advertising strategy. The streaming giant is reportedly exploring innovative capabilities that will enable more tailored and personalized campaigns, including the introduction of "episodic" ads.

According to insider information cited by the Financial Times, Netflix's current partnership with Microsoft, which provides the necessary technology for programmatic advertising, might come to an end by 2024. Instead, Netflix plans to develop its own infrastructure, granting the company greater creative control over its advertising technology. This move is expected to resonate positively with brands that are already receptive to the platform.

Meta Introduces Threads to Challenge Twitter's Dominance

Meta, the parent company of Facebook, is set to launch Threads, a new app connected to the popular photo-sharing platform, Instagram. Threads presents a direct challenge to Twitter, offering a similar interface and features, including reposting, liking, and the option to limit post replies.

Twitter has witnessed a decline in advertiser engagement following Elon Musk's takeover and subsequent platform changes that have made it less user-friendly. Consequently, more users have been leaving the platform. Threads joins the growing list of Twitter alternatives such as Mastodon and BlueSky, which have experienced a surge in user numbers in recent months. However, the Irish Data Protection Commissioner (DPC) has ruled out an EU launch for Threads due to concerns about the app's data collection practices.

Shopify Launches Collabs Network to Foster Partnerships

E-commerce giant Shopify has announced the launch of Collabs Network, a platform that allows merchants to share product and brand information with creators. Building upon the success of the Collabs scheme introduced in April 2021, the Collabs Network enables brands to find and establish partnerships with creators and influencers on the Shopify platform.

Participating sellers within the Collabs Network can create instant commission offers, which are then shared with verified Collab creators who join the network. This mutually beneficial initiative empowers creators to promote products by generating instant commission links, stimulating sales and engagement. Shopify continues to innovate and provide new avenues for merchants to reach broader audiences through influencer collaborations.

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