Social media platforms often face criticism regarding youth mental health, but Instagram is actively working to become part of the solution.
The platform recently launched its School Partnership Program, a pilot initiative aimed at empowering educators and school staff to effectively address bullying and safety concerns.
The centrepiece of Instagram’s initiative is an enhanced reporting system designed for middle and high schools across the U.S.
Participating schools now have priority access, ensuring quicker reviews when educators flag content they believe violates Instagram’s community guidelines.
By prioritising these reports, Instagram significantly reduces response times, enabling quicker interventions to protect students from bullying and harassment.
Real-Time Status Updates
To build trust and transparency, Instagram provides participating schools with clear updates about the outcomes of their reports.
Educators will know how their concerns are addressed, facilitating greater accountability and clarity within the reporting process. This direct line of communication helps schools manage incidents effectively and confidently.
Recognising educators’ critical role, Instagram also equips schools with comprehensive educational resources.
These materials assist teachers, students, and parents in navigating Instagram responsibly and safely.
By fostering digital literacy and awareness, they help create a more empathetic online community and reduce bullying behaviour.
Privacy Protection
A vital component of this initiative is Instagram’s steadfast commitment to student privacy. All interactions and data shared within the School Partnership Program are securely managed, anonymised, and aggregated to protect student confidentiality.
Schools and families can participate with confidence, knowing their privacy remains uncompromised.
Instagram’s School Partnership Program offers a pragmatic and proactive approach to combating bullying, frequently occurring online.
Educators, who previously had limited power to manage bullying incidents extending into digital spaces, now have actionable tools and direct support from Instagram itself.
This partnership represents an essential step towards creating safer, healthier online and offline interactions among students.
Instagram’s move encourages collaboration, opens doors to safer digital interactions, and empowers schools to protect their students effectively. Would you welcome this program in your local schools? Share your thoughts!
Gone are the days when LinkedIn was just an online resume database. The platform has transformed into a dynamic space where professionals share career insights, personal stories, and industry expertise.
LinkedIn’s “creator mode ” has fueled this shift. This feature highlights content over job titles, allowing users to position themselves as thought leaders.
Instead of just listing past roles, professionals build influence by posting authentic career reflections, lessons learned from failures, and actionable advice attracting followers, brand collaborations, and new opportunities.
Creator Mode
LinkedIn’s creator mode reshapes your profile to prioritize your content, making it easier for others to discover and engage with your posts.
When activated, it moves your “Featured” and “Activity” sections to the top of your profile, putting your expertise front and center.
Professionals like April Little, an HR executive, have used this feature to blend personal experiences with career advice, growing their audience and landing speaking gigs, partnerships, and consulting roles.
The key takeaway? Authenticity drives engagement. Whether you’re sharing a career setback, a leadership lesson, or an industry trend, real stories resonate far more than polished corporate jargon.
How LinkedIn Differs from Other Social Platforms
What sets LinkedIn apart from platforms like Instagram or TikTok is its focus on substantive professional dialogue rather than viral entertainment.
Here, brands aren’t simply chasing influencers with huge followings – they’re seeking authentic voices that can stimulate meaningful conversations and deliver real value.
This professional environment creates unique earning potential beyond traditional social media monetization.
You could host insightful webinars, land lucrative consulting contracts, be invited to speak at industry conferences or develop sponsored content that complements your expertise.
Perhaps most appealing is that you don’t need a massive follower count to make an impact; a dedicated, niche audience that actively engages with your content can be just as valuable in opening doors to these opportunities.
The platform rewards quality over quantity, making it accessible to professionals at any stage of their career who have genuine insights to share.
Proven Strategies to Grow Your LinkedIn Influence
Consistency and authenticity are key to building a powerful personal brand on LinkedIn. Start by posting regularly with a balanced mix of industry insights, honest career reflections, and personal experiences. Your audience will connect much more deeply with accurate, relatable content than with polished highlight reels.
But don’t just broadcast your thoughts and disappear; actively engage by responding to comments, asking thoughtful questions, and participating in relevant discussions.
This two-way interaction signals to LinkedIn’s algorithm that your content is valuable. Incorporating short, casual videos, even simple ones, on your phone can significantly boost your relatability and trustworthiness.
Finally, maximize your visibility by activating creator mode to highlight your best content and strategically using relevant hashtags to ensure your posts reach professionals who will find them most valuable. Remember, on LinkedIn, it’s not about perfection. It’s about showing up consistently as your authentic professional self.
LinkedIn is no longer just a job-search tool; it’s a powerhouse for personal branding and professional growth.
Whether you’re an executive, entrepreneur, or early-career professional, the opportunity to build influence is there. The most successful creators aren’t necessarily the most experienced; they’re the ones who show up consistently, engage authentically, and share value.
In a groundbreaking move, the Italian daily newspaper Il Foglio has made history by publishing a four-page supplement entirely written by artificial intelligence.
Titled Il Foglio AI, this special edition marks a significant milestone in journalism, offering a glimpse into what happens when machines take over the newsroom.
Editor-in-Chief Claudio Cerasa explained that human journalists played a minimal role mostly asking questions and reviewing the AI’s work.
The AI handled the rest, from writing articles to structuring the layout and even drafting letters to the editor. The supplement covered various topics, from Donald Trump and Vladimir Putin to Italy’s economic outlook, all presented in polished, grammatically flawless prose.
Testing the Limits: What Can AI Really Do?
This wasn’t just a flashy tech demo it was a deliberate experiment. Cerasa stressed that the goal wasn’t to replace human journalists but to explore the potential and limitations of AI in journalism.
The project showcased AI’s ability to produce content quickly and with a clear structure, but it also raised important questions about judgment, nuance, and ethics.
Can AI maintain editorial integrity? Who’s responsible if mistakes or misinformation slip through? While this was a controlled test, it hints at a future where AI could play a much more significant role in newsrooms worldwide.
How Is This Different From Other AI Journalism?
Many news outlets already use AI to automate tasks like reporting sports scores or financial updates.
But Il Foglio took things to a whole new level. This wasn’t just AI writing a single article or tweaking a headline it was a fully autonomous, end-to-end production of an entire newspaper supplement.
The content was not shaped by a human editorial voice, making it one of the first examples of fully AI-generated journalism.
This shift challenges traditional notions of authorship and storytelling, forcing us to ask: Is journalism still about human-crafted narratives, or is it evolving into something entirely new?
Mixed Reactions: Praise and Concerns
The response to Il Foglio AI has been a mix of fascination and unease. Some readers were impressed by the AI’s smooth, professional tone and the clarity of its writing.
Others, however, worried about what might be lost in journalism’s empathy, critical analysis, and the unique perspective from lived experience. Media professionals are watching closely; some see this as a promising tool for overworked newsrooms.
Others view it as a warning sign of a future where content is optimised for efficiency but lacks depth. Regardless of where people stand, Il Foglio AI has undeniably sparked a meaningful conversation about the role of AI in journalism.
The Tech Behind the Scenes
While Il Foglio hasn’t revealed precisely which AI tools were used, the sophistication of the writing suggests a powerful large language model, possibly fine-tuned for Italian editorial tasks.
The supplement’s layout and flow indicate natural language processing tools combined with automated publishing systems.
What’s particularly striking is the AI’s ability to mimic a traditional newspaper format, complete with headlines, story segments, and even reader-submitted letters generated through prompts. This blend of language modelling and layout automation highlights how advanced AI tools have become.
Is AI a Threat or a Tool for Journalism?
Cerasa has been clear that the goal of this experiment wasn’t to replace journalists but to learn from them.
Still, the project raises concerns about the vulnerability of specific newsroom roles as AI systems become more capable and efficient.
With media organisations often under financial pressure, the temptation to rely on AI for speed and cost savings is real.
But there’s a risk: Could this come at the expense of storytelling depth and editorial integrity? The experiment forces us to ask what we value most in journalism is it just the information, or is it the human touch that gives it meaning?
What’s Next for AI in Journalism?
The future is still wide open. Il Foglio hasn’t announced plans for more AI-only editions, but the success of this first attempt suggests it’s a possibility.
Whether the industry embraces full automation or proceeds cautiously, one thing is sure: the line between human and machine journalism is starting to blur.
As Cerasa said, “The future of journalism doesn’t belong to AI alone, but neither can it ignore it.” Finding the right balance between innovation and integrity may be the defining challenge for newsrooms in the years to come.
At its core, Il Foglio AI isn’t just about technology it’s about the soul of journalism. Can machines replicate the empathy, insight, and ethical judgment that human journalists bring to their work?
Or will AI-driven journalism become a new genre that prioritizes speed and efficiency over depth and nuance? Il Foglio has put these questions on the table, and the answers will shape the future of how we tell and consume stories.
Skype, the trailblazing platform that redefined how millions of people connect online, will officially close its doors on May 5, 2025.
Microsoft’s recent announcement marks the end of an iconic chapter in digital communication history as the company shifts its focus to more modern, integrated tools.
For many, this news feels like saying goodbye to an old friend who revolutionized how we stay in touch with loved ones and colleagues worldwide.
Skype
Launched in 2003 by European entrepreneurs Niklas Zennström and Janus Friis, Skype changed the game by introducing Voice over Internet Protocol (VoIP).
It allowed people to make free, high-quality audio and video calls, which felt almost magical then. Its simplicity and reliability quickly won over millions of users, making it a household name.
In 2005, eBay saw Skype’s potential and acquired it for approximately $2.6 billion, envisioning it as a tool to connect buyers and sellers. However, the real turning point came in 2011 when Microsoft purchased Skype for $8.5 billion.
Microsoft aimed to weave Skype into its ecosystem, using its technology to enhance its communication tools. For a while, Skype thrived, becoming a go-to platform for everything from family catch-ups to business meetings.
Microsoft Teams Steps Into the Spotlight
In 2017, Microsoft introduced Teams, a platform designed to be an all-in-one collaboration hub for businesses.
Teams combined chat, video calls, file sharing, and seamless integration with Microsoft Office tools. When the COVID-19 pandemic hit, Teams became a lifeline for remote work, skyrocketing in popularity as businesses worldwide embraced its robust features.
Unlike Skype, Teams was built for the modern workplace, offering deeper integrations and tools tailored for collaboration. As Teams grew, Skype began to fade into the background, struggling to keep up with users’ changing demands.
Despite Microsoft’s efforts to keep Skype relevant with updates and new features, it faced stiff competition from newer platforms like Zoom, Slack, Google Meet, and WhatsApp.
These platforms offered sleek interfaces, better integrations, and features catering to personal and professional needs. Skype, focusing primarily on voice and video calls, started to feel outdated in a world where users wanted more.
Over time, Skype’s user base dwindled over time as people migrated to platforms offering more comprehensive solutions. Its standalone nature, once a strength, became a liability in an era of interconnected digital ecosystems.
Microsoft’s Decision and the Transition Plan
On February 28, 2025, Microsoft announced Skype’s retirement, with Jeff Teper, President of Collaborative Apps and Platforms, leading the announcement.
Teper explained that Microsoft Teams (free) would now serve as the primary communication tool, offering enhanced features, better performance, and deeper integration with other Microsoft services.
To make the transition smoother, Microsoft has rolled out tools to help Skype users migrate their accounts to Teams.
Users can keep their contacts, chat history, and login details, ensuring a seamless switch. Microsoft has also provided step-by-step guides, video tutorials, and dedicated support to help users navigate the change.
For many, Skype’s shutdown is bittersweet. It’s hard not to feel nostalgic about the platform that connected us with faraway family members, helped us ace job interviews, and even hosted virtual celebrations during tough times.
Skype was more than just an app; it was a pioneer that brought people closer when distance seemed insurmountable.
But this shift also reflects the evolving nature of technology. Today’s users demand more than just video calls; they want platforms that handle everything from team collaboration to document sharing and scheduling. Microsoft Teams promises to deliver on those needs, offering a richer, more integrated experience.
Skype’s retirement reminds us of how quickly technology evolves. What was once groundbreaking can become obsolete as newer, more advanced tools emerge. While Skype’s departure may feel like the end of an era, it also opens the door to new possibilities.
For users and businesses, the key is to embrace change and explore the potential of modern platforms like Teams.
As we bid farewell to Skype, we can appreciate its role in shaping the way we communicate and look forward to the innovations that lie ahead. After all, in the world of technology, the end of one chapter is often the beginning of another.
In recent months, TikTok has been the focal point of intense scrutiny and debate within the United States, stemming from national security and data privacy concerns.
The popular video-sharing platform, owned by Beijing-based ByteDance, is under pressure to address fears that the Chinese government could compromise or exploit user data.
As a result, the U.S. government has stepped in and initiated negotiations to reshape TikTok’s future in America.
The Genesis of Concerns
The underlying worry about TikTok revolves around potential espionage or misuse of American user data by China. This is exacerbated by China’s national security laws, which mandate cooperation with the government when requested.
U.S. lawmakers have argued that TikTok poses a significant national security risk, leading to legislative actions such as the Protecting Americans from Foreign Adversary Controlled Applications Act (PAFACA), passed in 2024.
The Supreme Court upheld this act, mandating ByteDance divest its U.S. operations or face an outright ban.
These legal and regulatory actions underscore the seriousness with which U.S. authorities view the situation. TikTok, used by approximately 150 million Americans, now faces the risk of significant operational disruption.
The Role of the White House in Negotiations
In an unusual but telling development, the White House has directly intervened in facilitating a resolution.
Vice President JD Vance has been tasked with leading these sensitive negotiations, reflecting the Biden administration’s determination to resolve the impasse quickly.
This intervention is unusual, as corporate negotiations are typically left to regulatory bodies, but it highlights TikTok’s strategic importance in national security and digital sovereignty.
“This is a significant moment,” noted Vice President Vance, emphasizing the administration’s proactive role in ensuring that American user data remains secure while aiming to prevent disruption to millions of TikTok users.
Oracle’s Emergence as a Leading Contender
Oracle Corporation has emerged as the frontrunner in discussions about taking over TikTok’s U.S. operations.
Already responsible for managing TikTok’s U.S. data storage through cloud services, Oracle is positioned advantageously. ByteDance reportedly favors Oracle, hoping to retain a minority stake in the company, but this preference has triggered controversy among U.S. lawmakers.
The potential arrangement is delicate ByteDance’s continued involvement, even minimal, could contradict the conditions of PAFACA, which calls for a complete divestiture.
Yet Oracle’s significant relationship with TikTok provides a practical and stable solution to address immediate national security concerns without interrupting the platform’s functionality.
Congressional Opposition and Legal Hurdles
Despite the apparent momentum toward a deal, key members of Congress strongly oppose any arrangement allowing ByteDance to retain any stake or influence.
Representative John Moolenaar, chair of the House’s select committee on countering China, emphasized this: “Allowing ByteDance to retain even a minimal stake would contradict both the spirit and the letter of the 2024 bipartisan law.”
Congressional resistance poses a substantial hurdle, potentially complicating or delaying the agreement’s final approval. The White House and negotiators must navigate this carefully, balancing legal requirements against the urgency to avoid disruptions to TikTok users and creators.
A Tight Deadline and the Path Forward
Negotiations are proceeding under a tight deadline of April 5, as set by a temporary executive order from former President Trump, granting additional time for talks.
Vice President Vance remains optimistic about achieving a “high-level agreement” by this date, expressing a commitment to effectively addressing national security and economic implications.
However, if an agreement cannot be reached, TikTok could face an operational ban, which could significantly affect millions of users and content creators who depend on the platform.
Beyond politics and national security debates, millions of American users and creators face fundamental uncertainty.
TikTok is an entertainment hub, critical income source, and creative outlet for countless individuals. The prolonged uncertainty surrounding its future is unsettling for many who have cultivated significant followings and careers through the platform.
For creators, the situation goes beyond mere inconvenience. It represents potential economic hardship, loss of community, and disruption of digital careers built meticulously over the years. This human element underscores the critical importance of a swift and balanced resolution.
The ongoing negotiations over TikTok’s future in the United States remain complex, blending concerns over national security, corporate governance, legal stipulations, and human impacts.
As the April 5 deadline approaches, stakeholders from the White House to Congress and TikTok’s vast user base eagerly await a resolution that effectively balances these competing needs.
Unilever, one of the world’s biggest consumer goods companies, is making a bold move. After decades of pouring money into traditional advertising, such as TV commercials, billboards, and print ads, the company is shifting its focus to influencer marketing.
In fact, Unilever is increasing its influencer marketing budget twentyfold and dedicating half of its media spending to social platforms. This isn’t just a tiny tweak; it’s a major overhaul of how the company connects with consumers.
And it’s part of a bigger trend: brands are realizing that social media creators can drive real engagement and sales in ways traditional ads simply can’t.
Why Unilever is Changing Course Now
For years, Unilever stuck to what it knew best: traditional advertising. While other brands jumped on the influencer marketing bandwagon, Unilever held back, skeptical about whether influencers could deliver a strong return on investment. But times have changed.
Younger audiences, particularly, are ditching TV and print media for online content. They’re also more skeptical of traditional ads and corporate messaging. What do they trust instead? Authenticity. Personal recommendations. And that’s precisely what influencers offer.
Unilever’s decision to embrace influencer marketing is about more than keeping up with trends. It’s about survival.
The company has realized that a recommendation from a trusted influencer can carry more weight than a polished, scripted ad. It’s a recognition that today’s consumers want real connections, not sales pitches.
How Influencers Can Position Themselves to Seize These Opportunities
Unilever’s shift is a massive opportunity for influencers but is not a free pass to success. To stand out and land lucrative deals, influencers will need to adapt. Here’s what they should focus on:
Be Authentic and Transparent. Brands like Unilever are looking for influencers with genuine connections with their audiences. That means being honest about sponsorships and only promoting products you believe in. Fake followers and forced endorsements won’t cut it anymore.
Find Your Niche. The days of being a jack-of-all-trades influencer are over. Brands want experts who are deeply knowledgeable about specific topics, whether it’s eco-friendly beauty, fitness, or tech gadgets. If you can carve out a niche and build a loyal following, you’ll be much more attractive to companies like Unilever.
Experiment with New Formats. Static posts are so 2015: today, short-form videos and interactive content rule. Platforms like TikTok, Instagram Reels, and YouTube Shorts are where the action is. Influencers who can create dynamic, engaging content in these formats will have a leg up.
Use Data to Your Advantage. AI tools can help influencers better understand their audience’s likes when they’re most active, and what kind of content drives engagement. Influencers who use these insights to refine their strategies will more likely prove their value to brands.
How Unilever’s Move Will Change Marketing
Unilever’s influencer-first approach isn’t just a big deal for the company. It’s a sign of where the entire industry is headed. Here’s what we can expect:
Long-Term Partnerships. Instead of one-off deals, brands will focus on building long-term relationships with influencers. This helps create a consistent brand story and deeper connections with audiences.
Performance-Based Pay. Measuring the ROI of influencer marketing can be tricky, so brands are moving toward performance-based deals. Influencers get paid based on how well their content performs likes, shares, or sales.
More AI and Automation. As influencer marketing budgets grow, brands will rely on AI to find the right creators, track campaign success, and fine-tune their strategies.
Exploring New Platforms. Instagram and YouTube aren’t going anywhere, but brands are also eyeing newer platforms like TikTok, BeReal, and decentralized social networks. Staying ahead of the curve will be key.
Of course, this shift isn’t without its challenges. The influencer space is crowded, and it’s getting harder to tell who’s genuine and who’s just gaming the system.
Brands must also walk a fine line: giving influencers creative freedom while ensuring their messaging aligns with the company’s values. And let’s not forget the difficulty of measuring ROI something much simpler with traditional ads.
Will Unilever Lead the Way?
Unilever’s move is a massive gamble, but it reflects the reality of today’s digital world. Social media creators have become some of the most powerful voices in marketing, and Unilever is betting that they can deliver better results than traditional ads ever could.
If this strategy pays off, it could set a new standard for brands everywhere, even the most traditional ones.
For influencers, this is a moment of enormous potential. But it’s also a call to step up their game. Those who can build trust, specialize in niche areas, and use data to their advantage will thrive in this new era of marketing.
At its core, Unilever’s strategy isn’t just about shifting budgets; it’s about rethinking how brands connect with people in a world where authenticity and influence matter more than ever. And that’s a lesson every company, big or small, can learn from.
In today’s fast-paced digital world, creators have emerged as powerful influencers, shaping consumer decisions and driving brand narratives like never before.
Recognising this shift, YouTube has introduced BrandConnect, a suite of tools designed to bridge the gap between brands and creators, fostering authentic collaborations that genuinely resonate with audiences.
The Rise of Creator Influence
Creators are no longer just content producers they are cultural trendsetters, entrepreneurs, and trusted voices with the power to sway consumer behaviour.
A recent Ipsos survey revealed that online users are 98% more likely to trust recommendations from YouTube creators compared to other social platforms.
This level of trust underscores the immense potential for brands to partner with creators, leveraging their influence to boost credibility, expand reach, and connect with audiences in meaningful ways.
What is YouTube BrandConnect?
YouTube BrandConnect is a comprehensive solution designed to help brands tap into the power of creator-led content. It’s not just about finding creators; it’s about building authentic partnerships that drive measurable results. Here’s how it works:
1. Partnership Ads: Amplifying Sponsored Content
BrandConnect allows brands to integrate successful sponsored content into their broader campaigns.
For example, a creator’s video review of a product can be turned into an ad, extending its reach beyond the creator’s usual followers.
This approach ensures that creator collaborations have a far greater impact, reaching new audiences while maintaining authenticity.
2. Integrated Measurement: Tracking Success with Precision
BrandConnect offers detailed measurement and reporting tools within Google Ads in select markets. Brands can now track the performance of their sponsored content campaigns, from views to engagement rates. This data-driven approach enables brands to assess the effectiveness of their partnerships and optimise future campaigns for even better results.
3. Simplifying Collaboration
Managing multiple creator partnerships can be challenging. BrandConnect introduces a centralised platform where brands can oversee all their collaborations in one place.
This tool provides insights into video performance, audience engagement, and more, making it easier for brands to make strategic decisions and streamline their efforts.
One standout example of BrandConnect in action is MAC Cosmetics. The brand wanted to increase awareness and consideration for its lipstick and foundation lines in India, so it partnered with popular beauty creators Ankita Chaturvedi and Naina Bhan.
Using Partnership Ads on YouTube Shorts, MAC’s campaign achieved impressive results:
A 2.5 times higher view-through rate compared to traditional branded ads.
A 66% reduction in cost per view, making the campaign more cost-effective.
This success story highlights how creator-led content, amplified through BrandConnect, can deliver measurable results while maintaining authenticity and resonating with audiences.
How to Get Started with BrandConnect
Ready to explore the potential of BrandConnect? Here’s how brands can begin their journey:
Link Existing Assets to Google Ads: Integrating your current campaigns with Google Ads can enhance performance measurement and give you deeper insights into your partnership ads.
Create Audience Segments: Use data from sponsored content viewers to build targeted audience segments, ensuring your message reaches the right people.
Collaborate with Trusted Creators: Identify creators whose values align with your brand and whose audiences match your target demographic. Authenticity is key to resonating with viewers and driving engagement.
The Role of BrandConnect in Shaping Modern Marketing
As the digital landscape evolves, brands must adapt to stay relevant. Tools like YouTube BrandConnect are essential for:
Building Trust: Partnering with trusted creators helps brands establish credibility with audiences.
Driving Engagement: Creator-led content is inherently more relatable and engaging, leading to higher audience interaction.
Achieving Measurable Results: With integrated measurement tools, brands can track the success of their campaigns and refine their strategies for maximum impact.
Incorporating YouTube BrandConnect into your marketing strategy isn’t just about staying ahead of the curve but creating meaningful connections with your audience.
By aligning your brand with influential creators, you can deliver authentic messages that resonate, drive engagement, and ultimately achieve your business goals in a world where trust and authenticity reign supreme. BrandConnect is your brand’s tool to thrive.
Whether you’re a global brand or a growing business, YouTube BrandConnect offers the tools and insights to help you harness the power of creator partnerships and revolutionise your marketing strategy.
As TikTok continues to reshape digital marketing, the platform recently unveiled a detailed report in collaboration with media giant Magna, highlighting how brands can effectively engage audiences around major cultural or “tentpole” events think holidays, global sports championships, festivals, and popular award shows.
“Tentpole” events are major cultural happenings that attract wide public attention and drive high user engagement. Examples include the Super Bowl, the Oscars, major festivals, or holidays like Ramadan, Christmas, and New Year’s Eve.
TikTok’s research revealed that the platform is now a primary source for discovering such events, with users 1.64 times more likely to hear about major moments first on TikTok compared to other social platforms.
From a marketing perspective, this means your brand has an excellent chance to capture audience attention when they’re most engaged. Leveraging this heightened awareness effectively can lead to increased brand recall, higher engagement rates, and potentially greater sales.
The Key to Effective Marketing is Early Planning
The TikTok-Magna report stresses the importance of early planning for event-focused campaigns. Waiting until the last minute could mean losing out on premium ad placements and opportunities to create meaningful connections.
Brands that successfully capitalize on cultural moments usually start planning weeks, if not months, in advance. Early preparation ensures your content aligns smoothly with audience expectations and is launched precisely when excitement peaks, significantly increasing engagement.
In our view, marketers should build detailed content calendars, identify relevant events early, and develop creative concepts that genuinely resonate with the targeted audience. Early testing and preparation are crucial to effectively execute a campaign that feels timely and authentic.
Leveraging TikTok’s High-Visibility Ad Formats
According to TikTok, certain ad formats perform exceptionally well during tentpole events. For instance, their ‘TopView’ ad format appearing immediately upon app launch has shown impressive results, with brands experiencing a 30% increase in unaided recall and a 47% boost in aided recall. Similarly, TikTok Pulse enables brands to place ads alongside trending content, dramatically increasing their visibility and relevance during event-driven conversations.
Marketers would be wise to explore these options, testing placements like TopView and Pulse ahead of major events to evaluate their potential impact.
However, marketers should balance these high-impact ads with genuine, organic-style content that users naturally enjoy, ensuring brand messages enhance rather than interrupt the user experience.
Creative and Interactive Content Strategies
Creating content that’s naturally integrated with the event itself is crucial. Audiences prefer relatable and authentic content over overt advertisements.
Brands that succeed often use interactive elements like branded hashtag challenges, polls, and user-generated content to spark genuine conversations and engagement around the event. By making audiences active participants, brands can cultivate deeper emotional connections.
As marketers, it’s critical to strike a balance: while taking advantage of trending themes, ensure your messaging aligns authentically with your brand values. Jumping onto an event merely for visibility without genuine relevance can appear opportunistic and may damage credibility.
While the TikTok-Magna report provides actionable insights, marketers must prioritize authenticity. Audiences today are highly discerning and sensitive to brands simply chasing trends. Successful campaigns are those that thoughtfully align with the cultural context of the event, genuinely reflect brand values, and provide meaningful engagement.
It’s essential for marketers to thoroughly understand the event’s cultural significance and audience sentiment before launching a campaign. Authenticity isn’t just good ethics—it’s smart marketing.
In an era where capturing audience attention is increasingly challenging, leveraging major cultural events on platforms like TikTok can offer immense value. Early preparation, strategic use of impactful ad formats, and genuine, interactive content are key ingredients to successfully navigating tentpole marketing.
Brands that thoughtfully and authentically align their messaging with cultural moments stand not only to benefit from heightened visibility and recall but also build lasting emotional connections with their audiences.
Stay informed, stay strategic, and remember moments truly matter more than ever in digital marketing.
President Donald Trump recently confirmed ongoing negotiations with four groups interested in acquiring TikTok, the massively popular social media platform currently owned by China-based ByteDance.
This announcement comes amid ongoing national security concerns by U.S. regulators, prompting the government to mandate ByteDance to divest its U.S. operations or face an outright ban.
TikTok concerns are not new; for several years, U.S. officials have questioned the app’s handling of user data, fearing potential vulnerabilities to foreign influence or data breaches. Initially, Congress set a firm deadline for ByteDance to sell TikTok’s U.S. operations by January 19, 2025.
However, President Donald Trump swiftly intervened upon taking office for his second presidential term on January 20, 2025, granting an executive extension of 75 days. This move shifted the critical deadline to April 5, 2025, providing additional time for negotiations to secure a suitable buyer.
Who’s Interested in TikTok?
Though President Trump hasn’t named the four specific groups directly, several prominent individuals and entities have publicly expressed their interest. Elon Musk, CEO of Tesla and SpaceX and owner of social media giant X (formerly Twitter), has suggested he’s open to acquiring TikTok, potentially expanding his digital media influence further.
Popular YouTuber and digital entrepreneur Jimmy Donaldson, known as MrBeast, also expressed keen interest, potentially as part of a consortium. Investor and television personality Kevin O’Leary has gathered significant financial backing, reportedly around $20 billion, through “The People’s Bid for TikTok.”
Moreover, Oracle co-founder Larry Ellison, who had been previously involved in TikTok acquisition talks during Trump’s earlier administration, is again at the negotiation table with active presidential support.
Finally, Perplexity AI has proposed an innovative merger allowing ByteDance’s current investors to retain partial ownership while resolving U.S. regulatory concerns.
Could the U.S. Government Take a Stake?
President Trump suggested a potential U.S. government ownership stake through a sovereign wealth fund, adding complexity and uniqueness to the deal.
This unprecedented approach indicates the administration’s strong emphasis on controlling the platform’s operations to alleviate national security fears.
Vice President JD Vance has been tasked with managing these negotiations, signalling the administration’s strategic involvement and intent to secure a beneficial outcome for U.S. interests.
Important dates to remember include the original divestment deadline set by Congress for January 19, 2025, intended to resolve national security concerns surrounding TikTok’s U.S. operations.
Immediately upon taking office on January 20, 2025, President Trump extended this deadline by 75 days through an executive order, giving negotiators additional breathing room.
The revised deadline, now April 5, 2025, has intensified ongoing discussions, with multiple high-profile groups actively vying for the platform’s future ownership.
The outcome of these ongoing discussions is critically important, not only for TikTok but also for the broader tech landscape.
TikTok has established itself as an essential platform for global creators, influencers, brands, and millions of users. Whoever eventually acquires TikTok will gain immense influence, reshaping digital advertising, influencer marketing, and content creation strategies across social media platforms.
As the April deadline draws closer, all eyes will remain on the negotiation table. The results could set important precedents for how foreign-owned companies operate within the U.S., affecting industry standards, international business relations, and user privacy concerns.
We’ll continue to watch these developments closely and keep you updated on how this high-stakes
Ramadan is more than just a holy month for Muslims. It’s a time of community, reflection, and celebration. For brands, it’s also a golden opportunity to connect with audiences meaningfully.
TikTok’s recently unveiled Ramadan Marketing Guide for 2025 provides a roadmap for businesses to tap into this vibrant period. It offers insights, strategies, and success stories to help brands make the most of this culturally rich season.
But why is Ramadan such a pivotal moment for marketing? And how can brands authentically engage with TikTok’s diverse user base during this time?
Understanding TikTok’s Ramadan Audience
Ramadan is a time when TikTok transforms into a hub of shared traditions, cultural pride, and heartfelt connections. Users flock to the platform to explore content that aligns with their values and practices.
According to TikTok’s data, 68% of users actively search for diverse Ramadan-related content, showcasing their desire to engage with material that reflects their cultural and spiritual experiences. Food-related content dominates, with 82% of users engaging with it, as suhoor and iftar meals become central to daily routines.
Fashion and beauty also attract significant interest, with 73% of users exploring fashion content and 64% engaging with beauty topics. This reflects the importance of looking and feeling good during festive gatherings and Eid celebrations.
This heightened interest isn’t just about consumption. It’s about discovery. TikTok users are eager to find new recipes, fashion inspiration, and beauty tips that align with their Ramadan routines.
This presents a unique opportunity for brands to position themselves as part of these daily rituals. The data underscores the importance of cultural relevance. Brands that take the time to understand the nuances of Ramadan, whether it’s the significance of suhoor meals or the excitement of Eid preparations, can create content that feels authentic and relatable.
Enhanced Engagement and Consumer Behavior
Ramadan isn’t just a spiritual month. It’s also a period of heightened digital activity. TikTok reports a 2.5x increase in watch time per video during Ramadan, signaling a surge in user engagement.
But it doesn’t stop there: 1 in 2 users made a purchase after viewing Ramadan-related content on TikTok, and there was a 3.8x increase in total actions taken outside the platform, such as website visits or in-store purchases.
These statistics highlight TikTok’s influence on consumer behavior during Ramadan. The platform isn’t just a space for entertainment; it’s a driver of real-world actions.
The spike in engagement and purchasing behavior suggests that Ramadan is a prime time for brands to experiment with creative campaigns. However, success hinges on authenticity.
Users can easily spot content that feels forced or insincere, so brands must balance commercial goals and cultural sensitivity. By aligning their messaging with the values and traditions of Ramadan, businesses can build trust and foster deeper connections with their audience.
Strategic Recommendations for Brands
TikTok’s guide offers actionable strategies for brands looking to maximize their impact during Ramadan. One key recommendation is to plan.
Ramadan is a busy period, and users are inundated with content. To stand out, brands should start planning their campaigns at least a month in advance. This allows time for creative development, testing, and adjustments based on audience feedback.
Early planning isn’t just about logistics. It’s about understanding the cultural context. Brands that research Ramadan traditions and align their messaging accordingly are more likely to resonate with audiences.
Another critical strategy is to leverage TikTok’s creative tools. Platforms like the Creative Center, Symphony Creative Studio, and CapCut can help brands produce fresh and authentic content.
These tools enable businesses to tap into platform trends, experiment with formats, and create videos that align with user preferences. While tools are helpful, they’re only as effective as the strategy behind them. Brands should focus on storytelling that reflects the spirit of Ramadan, whether through heartfelt narratives or lighthearted, festive content.
Engaging with communities is also essential. TikTok’s diverse user base means there’s no one-size-fits-all approach to Ramadan marketing. Brands should create content that speaks to different audience segments, from foodies to fashion enthusiasts. Collaborating with creators with deep connections to their communities can amplify a brand’s reach and credibility. Inclusivity is key.
Ramadan is celebrated differently across cultures and regions, so brands should avoid generic messaging. Instead, they should highlight how people observe the month, fostering a sense of belonging and connection.
Finally, TikTok recommends using Smart+ Campaigns, its AI-powered performance solutions. These tools can help brands automate campaign management, optimize targeting, and refine creative strategies.
While AI can streamline processes, it shouldn’t replace human creativity. Brands should use these tools to enhance their campaigns, not as a substitute for genuine, culturally relevant content.
Success Stories
TikTok’s guide highlights several brands that successfully leveraged the platform during Ramadan. One standout example is the Children with Disability Association (CWDA), which created authentic content and used Spark Ads to achieve 22 million video views, 70,000 profile visits, and 52,000 favorites.
Their campaign boosted visibility and fostered a sense of community and support. Another success story is Oud Alyafie, a fragrance brand that collaborated with creators and used automated targeting to grow its follower base.
The result? 14,700 new followers and a 6.97% increase in follower count, proving the power of strategic partnerships and data-driven campaigns.
Bostani Chocolatier also made waves with its vibrant TikTok campaign. By featuring in-house videos with trending music, the brand saw a 15% increase in web traffic, a 20% boost in sales, and a 35% growth in followers.
These examples demonstrate that brands can achieve both engagement and tangible business outcomes during Ramadan with the right approach.
The Importance of Authenticity and Cultural Sensitivity
Marketing experts emphasize the importance of authenticity and cultural sensitivity in Ramadan campaigns. Ezz Damak, a marketing strategist, highlights that influencer collaborations can enhance brand strategy during Ramadan.
He suggests that brands should “discover how influencers can enhance your marketing strategy for Ramadan 2025,” as creators often deeply understand their audiences and can help brands craft messages that resonate.
Similarly, Ayat Aggag, a social media strategist, notes that successful Ramadan ads are “built on insights and relatable content,” underscoring the need for brands to align their messaging with audience values.
These insights reinforce the idea that Ramadan marketing isn’t just about selling products but building relationships. Brands that approach the month with respect, empathy, and a genuine desire to connect will find themselves welcomed into the hearts and homes of their audience.
TikTok’s Ramadan Marketing Guide for 2025 offers valuable insights and tools for brands aiming to connect meaningfully with audiences during this significant period.
By understanding user behavior, leveraging creative resources, and engaging authentically, businesses can enhance their presence and drive impactful results on the platform.
Ramadan is a time of togetherness, and brands that embrace this spirit while staying true to their values can create campaigns that resonate long after the month ends. Whether through heartfelt storytelling, innovative content, or strategic collaborations, the opportunities are endless for those willing to put in the effort.
Logie streamlines influencer discovery, product distribution, and content performance to drive measurable sales for eCommerce brands. We also equip content creators with the smart tools, brand partnerships, and commission opportunities they need to turn content into income.
