Hi CCs. Apologies for missing some issues here, but I have returned and come with much social media soup for your soul. Oh, and Happy Halloween. 🎃

Before we dive in, can you answer the following question?

7 Influencer Marketing Campaigns to Inspire Your Next Launch

Crush your campaign goals.🥤

Great campaigns don’t just happen overnight. The best influencer marketing campaigns:

• Use clear messaging: Content should help guide your target audience to the next step in the customer journey.

• Have measurable goals: SMART goals and metrics will keep your campaigns on track.

• Prioritize authenticity: Partnering with influencers who align with your brand is a must for building trust with your audience.

Click below for seven influencer marketing campaigns worth taking notes from.

In case you missed it, this year, the 50 honorees on Forbes’ second annual Forbes Top Creator list harnessed their combined 2.6 billion followers to haul in an estimated $700 million in earnings. That's up more than 20% from 2022's $570 million score.

They’re not alone, in 2023 brands will spend an estimated $21 billion on creator marketing, up from just $1.6 billion seven years ago, according to the social media research firm, Influencer Marketing Hub.

"Influencers are more trusted by their audiences than ads. They can sell out products in minutes. They can cause a flash mob that shuts down a major city," says Erin Lanuti, the chief innovation officer at ad titan Omnicom PR Group.

“I tested Meta's Tom Brady and Kendall Jenner AI chatbots and it was weird.”

If you're feeling lonely, Meta might have an uncomfortable answer for you.

In September, Meta announced its own artificial intelligence (AI) chatbot as well as 28 chatbots with their own personas that serve different purposes. The catch is that these chatbots imitate celebrities and influencers, and today, I had a chance to chat with them. Here's how it went. 

— Sabrina Ortiz, Editor, ZDNET

The Girl Codex: a complete guide to everything girl-coded online

Because we’re living in a girl’s world!

As Tiqqun points out in the 1999 text Preliminary Materials for a Theory of the Young-Girl, nowadays, being a girl isn’t a gendered concept, but a symptom of our times; a way of expressing our collective ambivalence and capitalist consumption – and what are we online if not our personal brands?

Since we can’t overthrow the system just yet (because we are simply just girls), we think it’s time to share our eternal knowledge with you gifted readers. Below, we’ve created a clear-pilled codex for everything.

— Günseli Yalcinkaya, Writer, Dazed

🔮 Tips & Trends

How do you prioritize your audience? Are read the caption Reels all that deep? [LINK]

Canva now has three image-generating apps to turn your imagination into reality: Magic Media’s text to image, DALL·E by OpenAI, and Imagen by Google Cloud. [LINK]

Fashion brands are increasingly using AI-generated supermodels in campaigns, and other industries like real estate, are getting on board too. [LINK]

Should millennial meme marketing die? Some people think so. [LINK]

Martin and Francesca Scorsese are now TikTok royalty. While that hasn’t necessarily translated into box office success for his Apple-backed epic, Killers of the Flower Moon, it may entice people to check it out when it hits Apple TV+... and get them to head to the cinema for his next one. [LINK]

Gen Z has a tech skills gap at work. Here’s why. [LINK]

48% of Gen Zers will do their holiday shopping on TikTok, Instagram this year—they trust the ‘wisdom of their friends,’ expert says. [LINK]

Remarketing vs. retargeting: are they the same thing? Remarketing and retargeting are used interchangeably, but there are key differences paid media advertisers should be aware of. [LINK]

📡 On Our Radar

WATCH: why Jaws and Barbie were such blockbusters, by Vox. [LINK]

The death of BeReal, explained. [LINK]

34 predictions for social media marketing in 2024. [LINK]

🎶 TikTok

TikTok published part one of a starter guide for e-commerce small businesses on the platform. [LINK]

Brands can now advertise with TikTok via physical out-of-home advertising through Out of Phone: Billboard, which takes existing campaigns and amplifies them onto billboards all over the world. [LINK]

Visit TikTok Insights for ‘snackable insights on everything from how our community behaves and connects with brands, to how ads on our platform are driving real business impact’. (Hint: TikTok is not just for Gen Z). [LINK]

TikTok is testing 15-minute uploads with select users. [LINK]

📸 Instagram / Meta

Instagram is testing a feature that will let friends add to your posts. [LINK]

Meta to offer ad-free Facebook, Instagram subscriptions in Europe. Plans cost €9.99 per month on the web, €12.99 on mobile. The model follows increasing EU regulations on data access. [LINK]

Facebook is laying off Metaverse employees. [LINK]

Instagram adds looping selfie video clips in Notes. [LINK]

Instagram will enable you to create stickers from entities in your photos. [LINK]

Instagram tests a dedicated content feed from ‘Meta Verified’ accounts. [LINK]

☠️ X (Twitter)

X is going to soon launch two new premium tiers, confirming previous reports and code sightings. One tier will cost lower than the current $8 per month plan, but won’t reduce ads. The other tier will be a more expensive one, which will remove all ads. [LINK]

X is officially rolling out audio and video calls. [LINK]

Elon Musk thinks X will replace banks in 2024. [LINK]

🧵 Threads

Zuckerberg says Threads has a ‘good chance’ of reaching 1 billion users in a few years. [LINK]

Threads is adding polls and GIFs as it continues to chase X. [LINK]

Threads is testing view counts and post pinning. [LINK]

📹 YouTube

YouTube announces mobile editing app and AI-powered tools. [LINK]

🔗 Linkedin

Influencers and CEOs take their brands to LinkedIn: once purely a jobs board, users say the platform is now more valuable than rivals. [LINK]

LinkedIn looks to help candidates stand out with ‘Top Choice’ job application option. [LINK]

🤖 AI Boom

Here to help: how generative AI is changing the customer service game. Today’s customer wants an answer—and they want it now. [LINK]

Poe wants to be the App Store of conversational AI, will pay chatbot creators. [LINK]

OpenAI is rolling out new beta features for ChatGPT Plus members, including the ability to upload files (including PDFs) and have them analyzed. [LINK]

The Writers Guild of America East has distributed a petition to leading media companies, seeking a public commitment to “never replacing a human worker with an AI tool.” [LINK]

⚒️ Tool Highlight

We hear it all the time: creative is what is driving paid social. Even more than budget or audience optimization. That’s why — even on a smaller budget — it’s important to develop multiple ads with different variations (in hooks, headlines, copy, visual, etc) to find what resonates best with your target audience.

Foreplay is a database tool that lets you search other brands across industries to see what’s performing well and get inspired.

Foreplay pro tip: search by ‘longest running’ — this can signal that an ad is successful if a brand has been running it for a long time.

In the Discovery section of Foreplay, you can search by:

• Content format (Image, Video, Carousel)

• Platform (Facebook, Instagram, TikTok, Linkedin)

• Language

• Status (Still Running, Not Running)

• Niche

You can save ads to folders to reference later, or check out curated collections from other experts on the platform.

Learn more and sign up here.

🤳 Brand of the Week

Surprise (probably not)…this week’s brand of the week is SKIMS.

SKIMS announced the launch of their new Men’s line with a campaign video featuring Shai Gilgeous-Alexander, Neymar Jr. and Nick Bosa.

Sources with direct knowledge told TMZ it was the biggest day of sales for SKIMS since the day the brand launched. SKIMS broke their own website traffic records, pulling in 25,000 orders within the first 5 minutes of open, translating to millions of dollars in sales in minutes.

Nick Bosa started to trend on Twitter immediately after the photos dropped —hitting #5 overall — and SKIMS also trended at the #2 spot.

The brand also announced a multiyear deal as the official underwear partner of the NBA, WNBA and USA Basketball. The partnership will be promoted at marquee events and through on-court virtual signage during NBA and WNBA national broadcasts, as well as via the leagues’ social and digital platforms.

🎨 Creative Corner

When I first saw Jacquemus pop-ups, at first glance I did myself think they were simply another AI stunt, but I am happily mistaken. Their concepts are gorgeous and are pushing experiential design. Definitely a fun concept to study.

And that’s it for this week! Have fun and be safe. 🦇

Winter Mendelson
Co-Founder, Posture Media
Instagram / Linkedin / Threads / X

P.S. I will probably have typos in the event that my dad is unavailable to proofread. Sorry in advance.

​Creative Commerce is a newsletter for entrepreneurs, marketers, and social media managers. It is written, edited, and published by Posture Media, an independent branding and marketing studio based in Brooklyn.

🔮 Nonbinary & QTPOC-owned
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