This is How TikTok Drives Measurable ROI for Nordic Brands

February 25, 2025

TikTok has once again proven itself as a transformative force in digital marketing. A groundbreaking Marketing Mix Modeling (MMM) study conducted by Dentsu, in collaboration with 15 Nordic brands, has unveiled how TikTok ads drive short-term revenue and foster long-term brand growth.

The study spans Norway, Denmark, Sweden, and Finland and offers a deep dive into TikTok’s unique ability to turn creative storytelling into tangible sales. For brands in the Nordics and beyond, TikTok is no longer just a platform for viral dances and trends; it’s a critical tool for business success.

The Power of TikTok Advertising

Dentsu’s study employed the Total Contribution of Marketing framework to measure TikTok’s impact on brand sales across different time horizons. The results are nothing short of impressive.

In the short term, TikTok delivered an astounding 11.8X return on investment (ROI), solidifying its position as one of the most effective digital platforms for driving revenue. To put this into perspective, 75% of advertisers reported that TikTok provided their highest ROI compared to other platforms, including traditional social media giants like Instagram and Facebook.

But TikTok’s influence doesn’t end when the ad stops running. The study found that the sales impact of TikTok ads lasted 3-4 weeks post-exposure, demonstrating the platform’s ability to leave a lasting impression on consumer behaviour.

Why Always-On Advertising Wins on TikTok

One of the study’s most striking insights is the power of consistency. Brands that adopted an “always-on” advertising strategy on TikTok, maintaining a continuous presence rather than relying on sporadic campaigns,s saw sustained sales growth over time. This approach keeps brands at the forefront of consumers’ minds, fostering familiarity and trust.

Think of it this way: TikTok’s algorithm thrives on engagement. When brands consistently post content, they’re more likely to appear on users’ “For You” pages, the platform’s highly personalized feed.

This constant visibility drives immediate sales and builds a foundation for long-term brand loyalty. For businesses, this means that TikTok isn’t just a platform for one-off campaigns; it’s a space where sustained engagement can yield compounding returns.

Storytelling vs. Tactical Content: What Works Best?

The study also delved into the effectiveness of different content strategies, revealing a clear winner: storytelling. Authentic, narrative-driven content outperformed direct promotional messages by a significant margin.

Specifically, user-generated content (UGC) that told a story through relatable scenarios, humour, or emotional appeal delivered a 70% higher ROI than purely promotional UGC.

Interestingly, even professionally produced ads fell short when compared to organic-style content. This suggests that TikTok users value authenticity over polish.

They want to see real people, stories, and experiences not just slick advertisements. For brands, this means shifting away from hard-sell tactics and embracing a more organic, story-driven approach. By weaving product messaging into engaging narratives, businesses can create content that resonates deeply with their audience.

The Long-Term Impact

While TikTok’s ability to drive short-term revenue is impressive, its long-term benefits are equally noteworthy. The study found that TikTok ads provided an additional long-term ROI of 4.5, highlighting the platform’s role in building brand equity over time.

This isn’t just about immediate conversions; it’s about creating a lasting digital footprint that keeps consumers returning.

TikTok’s algorithm plays a key role here. By favouring consistent and engaging content, the platform helps brands build a loyal audience beyond a single campaign.

Over time, this audience becomes more than just customers they become advocates, sharing their favourite brands with their networks. For businesses, this means that investing in TikTok isn’t just a short-term play; it’s a long-term strategy for growth.

Key Takeaways for Marketers

So, what does all this mean for brands looking to harness the power of TikTok? Here are the key lessons from Dentsu’s study:

Prioritize Storytelling: Authentic, narrative-driven content isn’t just more engaging—it’s more effective. Brands should focus on creating stories that resonate with their audience, seamlessly integrating product messaging into relatable scenarios.

Stay Consistent: An always-on TikTok strategy ensures sustained engagement and brand recall. By maintaining a continuous presence, brands can stay top-of-mind and build lasting relationships with their audience.

Think Long-Term: TikTok advertising isn’t just about instant sales; it’s about cultivating a loyal audience over time. Brands that invest in long-term strategies will see compounding returns in revenue and brand equity.

Dentsu’s study reaffirms what many marketers have already begun to realize: TikTok is more than just a social media platform it’s a dynamic e-commerce engine and a powerful brand-building tool.

Businesses can unlock TikTok’s full potential by leveraging engaging storytelling, always-on strategies, and organic-style content, which will drive immediate revenue and long-term growth.

TikTok represents a unique opportunity for Nordic brands and, indeed, brands worldwide to connect meaningfully with consumers. It’s not just where people are scrolling; it’s where they’re shopping, engaging, and building relationships with the brands they love. In the ever-evolving digital marketing landscape, TikTok isn’t just a trend it’s the future.

To further contextualize these findings, industry experts emphasize TikTok’s unique ability to blend entertainment with commerce. According to a 2023 report by eMarketer, TikTok’s user base in the Nordics has grown by 25% year-over-year, making it one of the fastest-growing platforms in the region.

Additionally, a Nielsen study found that TikTok users are 1.5X more likely to discover new products on the platform than on other social media channels. These statistics underscore TikTok’s role as a discovery engine, where users don’t just consume content they actively seek out new brands and products.

For businesses, this means that TikTok isn’t just a platform for advertising; it’s a space for innovation and creativity. By embracing the platform’s unique culture and leveraging its robust algorithm, brands can turn casual viewers into loyal customers and advocates for their brand.

Ultimately, TikTok’s success lies in its ability to humanize brands. By telling authentic stories and engaging with users personally, businesses can create meaningful connections that drive sales and loyalty. And in today’s competitive marketplace, that’s a recipe for success.

Apparently, There Is a New Form of Matter, and Microsoft Is Bringing It to Life

Betonsky N.

February 24, 2025

The tech world is no stranger to bold claims, but Microsoft’s latest announcement has sent ripples through the scientific community and beyond.

The company claims to have discovered a new form of matter that could revolutionize quantum computing and, by extension, the future of technology as we know it.

Majorana zero modes are at the heart of this discovery, an exotic quantum state that could make quantum computers exponentially more robust and reliable. But what does this mean, and why should we care?

The Dream of Quantum Computing

Quantum computing has long been hailed as the next frontier of technology. It promises to solve problems that are currently impossible for classical computers. The potential applications are staggering, from designing new medicines to cracking complex encryption.

But there’s a catch: quantum computers are incredibly fragile. The building blocks of quantum computing, known as qubits, are notoriously sensitive. Even the slightest disturbance, a stray vibration, a tiny temperature fluctuation, or a stray electromagnetic wave can cause errors, rendering computations useless.

This fragility has been the Achilles’ heel of quantum computing. To compensate, researchers have developed elaborate error-correction methods, but these require using dozens or even hundreds of qubits just to keep a single calculation on track.

It’s like trying to build a house of cards in a windstorm possible but painstakingly tricky. Microsoft, however, believes it has found a way to sidestep this problem entirely by harnessing a new form of matter: Majorana zero modes.

What Are Majorana Zero Modes?

To understand why Microsoft is so excited, we need to talk about Majorana zero modes. These aren’t your everyday particles like electrons or protons. In fact, they’re not even particles in the traditional sense.

They’re more like ghostly states of matter that exist at the edge of certain materials. First theorized in 1937 by Italian physicist Ettore Majorana, these modes are unique because they are their own antiparticles. This means they can exist in a quantum superposition, holding information in a way that’s inherently stable and resistant to external interference.

Imagine a qubit that doesn’t need constant babysitting and can maintain its state without being thrown off by the slightest disturbance.

That’s the promise of Majorana zero modes. If Microsoft can harness them, they could create topological qubits, a new type of quantum bit far more robust and reliable than anything we have today.

Engineering the Impossible

So, how did Microsoft pull this off? The company’s researchers claim they’ve successfully engineered a material structure where Majorana zero modes can exist and be controlled.

They combined semiconducting nanowires with superconducting materials and applied strong magnetic fields to induce the desired quantum states. It’s a delicate dance of physics and engineering, requiring precision at the atomic level.

But the real breakthrough came when they confirmed the presence of Majorana zero modes through rigorous experiments. This wasn’t just a theoretical exercise but a tangible step toward building a new kind of quantum computer.

As Brad Johns, Microsoft’s Senior Director of Quantum Computing, put it: “This is a significant step forward. We believe topological qubits will be the foundation for truly scalable quantum computing.”

If Microsoft’s claims hold up, the implications are enormous. Quantum computers built with topological qubits could be exponentially more powerful than today’s machines, capable of solving problems that would take classical computers millennia to crack.

But it’s not just about raw power it’s about practicality. Topological qubits would require far less error correction, making quantum computers more efficient and easier to scale.

This could open the door to revolutionary applications in fields like materials science, where quantum computers could help design new superconductors or batteries; medicine, where they could simulate complex molecular interactions to discover new drugs; and artificial intelligence, where they could optimize algorithms in ways we can’t yet imagine.

Even cryptography, the backbone of digital security, could be transformed, as quantum computers could crack codes that are currently unbreakable.

Proving the Impossible

Of course, not everyone is ready to declare victory just yet. Microsoft has been down this road before. In 2021, the company had to retract a previous claim about Majorana zero modes after it was discovered that the data had been misinterpreted.

This time, the stakes are even higher, and the scientific community will be watching closely. Independent researchers will need to replicate Microsoft’s results to confirm that they’ve truly created this new quantum state.

Physicist Leo Kouwenhoven, who previously led Microsoft’s quantum team, once said: “The beauty of Majorana modes is their potential for stability. But proving they exist and harnessing them for computation is the real challenge.”

Microsoft is well aware of this challenge and is taking a cautious, methodical approach to ensure its findings stand up to scrutiny.

Building the Quantum Future

Assuming Microsoft’s discovery holds, the following steps are both exciting and daunting. The company will need to scale the technology to build a functioning quantum processor, which could take years.

They’ll also need to develop new quantum algorithms optimized for topological qubits and collaborate with the broader scientific community to validate and refine their findings.

But if they succeed, the payoff could be historic. Quantum computing has been called the “moonshot” of modern technology, and Microsoft’s latest breakthrough could be the spark that ignites a quantum revolution.

It’s a reminder that the boundaries of human knowledge are constantly expanding and that the tools we use to understand the universe are evolving in ways we can’t fully comprehend.

As Microsoft continues to push the boundaries of what’s possible, we’re left with a tantalizing question: Could this be the key to unlocking the power of quantum computing?

Instagram’s Partnership Ads: A Fresh Way for Creators and Brands to Connect

Betonsky N.

February 21, 2025

Instagram is rolling out a new feature called Partnership Ads, and it’s already generating buzz in the creator and brand communities. This tool allows creators to provide short, text-only endorsements capped at 125 characters that appear as pinned comments on a brand’s promotional posts.

Designed to enhance collaboration between creators and brands, this feature offers creators new monetization opportunities while allowing brands to showcase authentic endorsements directly within their ads. But what does this mean for the future of influencer marketing? Let’s break it down.

What Are Partnership Ads?

Partnership Ads are Instagram’s latest effort to bridge the gap between creators and brands. According to Instagram’s official blog, this feature allows creators to share text-only endorsements that appear as pinned comments on a brand’s paid partnership ads. These testimonials are concise, limited to 125 characters, and designed to feel authentic and organic.

Unlike traditional influencer marketing, where endorsements are often embedded in posts or stories, Partnership Ads place creator testimonials directly in the comments section of a brand’s ad.

This approach keeps the endorsement visible without disrupting the ad’s primary content. For brands, this means tapping into the trust and influence that creators have built with their audiences. For creators, it’s a chance to monetize their influence in a new, low-effort way.

Why Instagram Is Betting on This Feature

Instagram’s parent company, Meta, has long recognized the power of creators in driving consumer behavior. According to MediaPost, approximately 40% of Instagram users rely on creator recommendations when purchasing.

Partnership Ads are part of Instagram’s broader strategy to facilitate brand collaboration with creators.

Instagram’s states that the feature is designed to “help brands and creators collaborate more effectively” while providing creators with “new ways to earn money.”

By integrating testimonials into the comments section, Instagram makes it easier for brands to leverage creator endorsements without disrupting the user experience.

Benefits for Creators and Brands

This feature opens up a new revenue stream for creators. Instead of relying solely on sponsored posts or affiliate links, creators can earn income by sharing short, text-based endorsements.

Instagram also highlights that creators will be compensated for their testimonials, providing them with “additional opportunities to monetize their content.” Additionally, when a brand amplifies a post featuring a creator’s testimonial, it exposes the creator to a broader audience. This increased visibility can lead to more followers, collaborations, and opportunities.

The feature offers brands a way to showcase authentic endorsements that resonate with consumers. Unlike traditional ads, which can feel impersonal, testimonials from real creators add a layer of credibility and trust.

Challenges and Considerations

While the feature has potential, its success isn’t guaranteed. One major hurdle is user engagement with the comments section.

Unlike video or image-based endorsements, which are front and center, text-only testimonials require users to scroll through and read the comments actively. As Social Samosa notes, the effectiveness of this feature will depend on how audiences interact with and value these concise endorsements.

Another consideration is the character limit. At just 125 characters, creators must craft their testimonials carefully to make an impact. This constraint could challenge creators who are used to sharing longer, more detailed endorsements.

Instagram also emphasizes that Partnership Ads are designed to be “simple and seamless” for creators and brands. However, it remains to be seen how users will respond to this new format and whether it will drive meaningful engagement.

For creators, this is another step toward diversifying income streams and gaining more control over their partnerships. For brands, it’s an opportunity to connect with audiences more authentically and impactfully.

As this feature rolls out, seeing how creators and brands adapt to it will be fascinating. Will it become a staple of Instagram’s advertising ecosystem or fade into the background like so many other experimental features?

What do you think about this new feature? Could it change the way you engage with brands or creators?

Facebook Updates Live Video Storage Policy: What You Need to Know

Betonsky N.

February 20, 2025

Facebook has recently announced a significant update to its Live Video storage policy, which will significantly impact how long users’ live broadcast recordings are kept on the platform.

Starting February 19, 2025, live videos will only be stored for 30 days before being automatically deleted. This change is part of Facebook’s effort to align its storage practices with industry standards and to reflect user behavior, as most live video views happen within the first few weeks after broadcasting.

This update may seem like a minor technical change, but it has real implications for users who rely on Facebook Live for personal, professional, or creative purposes. Below, we’ll break down the key changes, their impact, and the steps you can take to preserve your live videos.

Key Changes to Live Video Storage

1. 30-Day Retention Period

Starting February 19, 2025, all live videos broadcast on Facebook will be stored for 30 days only. After this period, the videos will be permanently deleted from Facebook’s servers.

If you don’t take action to save your content within 30 days, it will be gone forever.

This change is based on data showing that most live video views occur within the first few weeks after broadcasting. Facebook is optimizing its storage resources by focusing on content that users actively engage with rather than keeping older videos that may no longer be relevant.

2. Impact on Existing Videos

If you’ve been using Facebook Live for a while, your profile might have a library of older live videos. Unfortunately, these videos are also affected by the new policy.

Any live videos recorded before February 19, 2025 that are older than 30 days will also be subject to deletion.

To give users time to adjust, Facebook will send email and app notifications 90 days before deleting these older videos. This provides a three-month window to download or transfer any content you want to keep.

Options for Preserving Your Live Videos

Facebook understands that some live videos may hold sentimental, professional, or creative value, so they’ve provided several options to help users preserve their content:

1. Download Videos

The simplest way to save live videos is to download them directly to your device. You can do this individually for each video or request a bulk download for a custom date range.

This is an excellent option if you want to keep a personal archive of your content on your computer or external hard drive.

2. Transfer to Cloud Services

If you prefer not to store videos locally, Facebook lets you transfer your live videos directly to cloud storage services like Dropbox or Google Drive. This ensures your content is backed up and accessible from anywhere without taking up space on your device.

3. Share as Reels

You can edit and share shorter, highlight-worthy moments from your live videos as Reels on your profile.

Reels are Facebook’s short-form video feature, similar to TikTok or Instagram Reels. However, they have a 90-second time limit, so you’ll need to trim longer live videos into smaller clips if you want to preserve them in this format.

Postponing Deletion

If you’re not ready to say goodbye to your live videos, Facebook offers an option to postpone deletion for up to six months. To use this feature, follow these steps:

Look for the notification from Facebook about video deletion.

Click “Learn More.”

Select the “Postpone” option.

This gives you extra time to organize, download, or transfer your content without feeling rushed.

Why Is Facebook Making This Change?

Two main factors drive Facebook’s decision to shorten the storage period for live videos:

User Engagement Trends: Data shows that most live video views happen within the first few weeks after broadcasting. After that, engagement drops significantly, making long-term storage less necessary.

Industry Standards: Many other platforms, such as Instagram and TikTok, prioritize short-term storage for live content. By aligning with these practices, Facebook is streamlining its operations and focusing on content users actively engage with.

If you’re a regular Facebook Live user, this policy change means you must be more proactive about managing your content. Here are a few steps you can take to prepare:

Review Your Archives: Review your existing live videos and decide which ones you want to keep.

Download or Transfer: Use Facebook’s tools to download or transfer your videos before they’re deleted.

Plan Ahead: If you frequently use Facebook Live, consider setting a reminder to download your videos within 30 days of broadcasting.

Facebook’s updated Live Video storage policy reflects the platform’s ongoing efforts to adapt to user behavior and industry trends. While the 30-day retention period may feel restrictive, Facebook has provided multiple options to help users preserve their content, from downloading and cloud transfers to postponing deletion.

If you have important live videos, now is the time to take action. By reviewing your archives and using the tools Facebook has provided, you can ensure that your cherished memories, professional content, or creative work are safely stored for the future.

This change reminds us how quickly digital platforms evolve and why it’s always a good idea to back up your content, no matter where it’s hosted.

Amazon Shuts Down ‘Inspire’ Feature: 66% of creators don’t really care

Betonsky N.

February 19, 2025

Amazon has officially discontinued Inspire, its TikTok-inspired shopping feature that allowed users to discover products through short-form videos and photos.

A poll on our social media by Ileane Smith revealed a wide range of opinions, though most creators expressed indifference, with 66% saying they “don’t care/didn’t use it.” A significant portion, 19%, were surprised, responding with, “What? They shut it down?” while 5% said they were “glad” about the decision.

Only 4% mentioned they “liked Inspire,” and another 4% expressed disappointment, saying they would “miss my IBC bonus.” Only 2% felt it was “not a surprise,” citing that “Amazon never really promoted it.”

Launched in 2022, Inspire was Amazon’s attempt to tap into the growing social commerce trend by blending entertainment with shopping. However, the feature was discontinued after less than two years as part of Amazon’s broader strategic shift toward AI-driven solutions and external partnerships.

This move raises questions about the challenges of competing in social commerce and what it means for shoppers and creators who relied on Inspire. Let’s explore Inspire’s rise and fall, its challenges, and what Amazon is doing next.

What Was Inspire?

Inspire was Amazon’s response to the popularity of platforms like TikTok and Instagram, where users discover products through engaging, short-form content.

The feature appeared as a dedicated tab in the Amazon mobile app, offering a scrollable feed of videos and photos showcasing products in categories such as home decor, beauty, fashion, and pets.

Users could interact with the content by liking, commenting, and purchasing directly from the posts. The goal was to make shopping more interactive and fun, mimicking the experience of browsing social media while integrating Amazon’s product catalog.

At its core, Inspire aimed to appeal to younger, tech-savvy shoppers accustomed to discovering products through visual content rather than traditional search methods.

Why Was Inspire Discontinued?

Despite its innovative concept, Inspire struggled to gain traction. Here are some of the key challenges it faced:

Low Creator Incentives

One criticism of Inspire was its compensation model for content creators. Reports in August 2023 revealed that Amazon offered influencers $25 per video, significantly lower than industry standards.

For comparison, influencers on platforms like TikTok or Instagram can earn hundreds or even thousands of dollars per post, depending on their reach and engagement.

This low payout made it difficult for Amazon to attract top-tier creators, resulting in a lack of high-quality, engaging content. Without compelling videos, users had little reason to spend time on the platform.

Competition from Established Platforms

Inspire entered a crowded market dominated by TikTok, Instagram, and YouTube Shorts. These platforms already had established audiences, robust creator communities, and sophisticated algorithms for content discovery. Competing with these giants proved challenging for Amazon.

User Adoption

While Inspire had some users, many Amazon customers did not fully embrace the feature. For some, the app’s primary function is to shop efficiently, not to scroll through videos. Others found the Inspire content less engaging than what they were used to on dedicated social media platforms.

Amazon’s Shift Toward AI and Partnerships

The discontinuation of Inspire reflects Amazon’s broader strategic shift toward artificial intelligence (AI) and external partnerships to enhance the shopping experience.

AI-Powered Shopping Assistant: Rufus

In early 2024, Amazon introduced Rufus, an AI-powered shopping assistant designed to help customers find products more efficiently.

Rufus can answer questions, provide personalized recommendations, and assist with complex searches like “What should I pack for a beach vacation?” This move highlights Amazon’s focus on leveraging AI to make shopping more intuitive and personalized.

Social Media Partnerships

Amazon has also been forming partnerships with established social media platforms. In November 2023, the company partnered with Instagram and Snap to enable direct shopping through these apps.

For example, users can now shop for Amazon products directly from Instagram posts or Snapchat ads, bypassing the need for a separate Amazon app.

These partnerships allow Amazon to tap into these platforms’ user bases without building its social commerce ecosystem from scratch.

What Does This Mean for Shoppers and Creators?

For Shoppers:

If you enjoyed using Inspire, its discontinuation may be disappointing. However, Amazon is encouraging users to explore alternative ways to discover products, such as:

Amazon’s Homepage: Now features more curated content, including personalized recommendations and trending products.

Rufus: The AI shopping assistant can help you find products tailored to your needs.

Social Media: With Amazon’s partnerships, you can shop directly through Instagram and Snapchat.

For Creators:

The end of Inspire highlights the challenges of relying on a single platform for income. Creators active on Inspire may need to pivot to other platforms or explore Amazon’s affiliate programs, which offer alternative earning opportunities.

In an internal memo obtained by Business Insider, Amazon stated:

“We are constantly evaluating our offerings to ensure they meet the needs of our customers. While Inspire was an innovative experiment, we believe our resources are better focused on AI-driven solutions and partnerships that enhance the shopping experience.”

While the feature had potential, it ultimately struggled to compete with established platforms or attract enough high-quality content to keep users engaged.

For shoppers and creators, this shift reminds them of the importance of adaptability in the fast-changing world of e-commerce and social media. Whether browsing for products or creating content, staying ahead of trends is key to thriving in this dynamic landscape.

The Evolution of Influencer Marketing in 2025

Betonsky N.

February 18, 2025

In 2025, influencer marketing has solidified its position as a cornerstone of modern brand strategy. No longer just a trend, it has become a dynamic and essential channel for driving engagement, building brand loyalty, and boosting sales.

The industry is transforming, with brands allocating significant portions of their marketing budgets to influencer collaborations.

In 2025, brands are moving away from one-off influencer campaigns and embracing long-term partnerships rooted in authenticity. The days of superficial endorsements and overly polished content are fading. Instead, consumers are drawn to relatable, genuine narratives that resonate with their values and lifestyles.

Why Authenticity Matters

A study by LTK and Northwestern University highlights that over 50% of brands are increasing their spending on creators this year, with companies like Cou Cou, Olivia Rose Pilates, and Pdpaola dedicating up to 30% of their marketing budgets to influencer collaborations.

Australian resortwear brand Hope and May is taking it further, elevating its influencer marketing spend from 30% to over 50% ahead of its U.S. launch. This strategic shift reflects a growing recognition that consumers crave authenticity. They want to see real people using and loving products, not just celebrities promoting them.

Video content continues to dominate, with platforms like YouTube Shorts and TikTok Shop gaining traction. Despite uncertainties surrounding TikTok’s future in specific markets, its influence remains undeniable.

Brands are leveraging short-form video content to tell compelling stories that feel organic and unscripted. This approach captures attention and drives higher engagement and conversion rates.

Gone are the days when brands focused solely on views and likes. In 2025, the emphasis is on measurable outcomes like conversions and sales. Influencers are chosen not just for their follower counts but also for their ability to drive tangible results. This shift pushes creators to develop more strategic and impactful content that aligns with brand goals.

Emerging Market

While Western markets have long dominated influencer marketing, 2025 marks a significant pivot toward emerging regions. Countries like Brazil, India, and those in the Middle East and North Africa (MENA) and Latin America (LATAM) are experiencing explosive growth in influencer marketing investments.

Brazil has surpassed the number of Instagram influencers in the United States thanks to its vibrant social commerce scene and mobile-first audience.

Brazilian consumers are highly engaged on social media, making it an ideal market for influencer-driven campaigns. Brands tap into this enthusiasm by collaborating with local creators who understand their audience’s cultural nuances and preferences.

India’s rapid digital growth and massive Gen Z and millennial populations have made it a focal point for global brands. With increasing internet penetration and smartphone adoption, Indian consumers are highly active on social media platforms. Brands invest in localized influencer strategies to connect with this diverse and tech-savvy audience.

Regions like the Middle East, North Africa (MENA), and Latin America (LATAM) are witnessing double-digit growth in influencer marketing budgets. Brands recognize the importance of regional relevance and partner with local influencers to create culturally resonant content. This approach enhances engagement and builds trust with consumers in these markets.

AI and the Creator Economy

The influencer marketing industry is projected to reach $22.2 billion by 2025, reflecting $12.12191 billion in 2025 to $528.39 billion by 2030, with a compound annual growth rate (CAGR) of 22.5%. Integrating advanced technologies, particularly artificial intelligence (AI), is at the heart of this growth.

AI is revolutionizing the way content is created and distributed. Tools like AI-powered video editing, voice synthesis, and personalized content recommendations enable creators to produce high-quality content more efficiently.

Brands also use AI to identify the right influencers for their campaigns, analyze performance metrics, and optimize content strategies in real-time.

The Rise of User-Generated Content

The democratization of content creation has led to an explosion of user-generated content (UGC).

Consumers are becoming creators every day, sharing their experiences with brands and products on social media. This trend is compelling because UGC is perceived as more authentic and trustworthy than traditional advertising.

Brands leverage UGC by encouraging customers to share their stories and incorporating this content into their marketing strategies.

While human influencers remain dominant, virtual influencers are gaining traction, especially in the gaming and tech industries. These digital personas, often powered by AI, offer brands a unique way to engage with younger, tech-savvy audiences.

Additionally, the rise of the metaverse is opening up new opportunities for influencer marketing, with brands exploring virtual events, product launches, and immersive experiences.

Challenges and Opportunities in 2025

As influencer marketing continues evolving, brands and creators must navigate a rapidly changing landscape. While the opportunities are immense, there are also challenges to address.

With creators’ growing influence, regulators are paying closer attention to the industry. In 2025, brands and influencers must prioritize transparency, ensuring that sponsored content is disclosed. This builds trust with consumers and helps brands avoid legal pitfalls.

The influencer marketing ecosystem is heavily reliant on social media platforms, which are constantly evolving. Brands and creators must stay agile, adapting to algorithm changes, new features, and shifting user behaviors. Diversifying across multiple platforms is key to mitigating risks and maximizing reach.

As brands focus on measurable outcomes, there is a risk of stifling creativity. Striking the right balance between commercial goals and authentic storytelling is crucial. Influencers must retain their unique voice and creativity while delivering results for brands.

In 2025, influencer marketing will be more dynamic and impactful than ever. Brands invest heavily in authentic, long-term partnerships, diversify into emerging markets, and leverage advanced technologies to optimize campaigns. As the industry grows, the key to success lies in staying adaptable, innovative, and consumer-centric.

For brands, this means embracing new platforms, experimenting with AI-driven strategies, and building meaningful connections with creators. For influencers, it means honing their craft, staying authentic, and delivering value to brands and audiences. Together, they are shaping the future of marketing one story at a time.

Apple and Alibaba Join Forces to Revolutionize iPhones in China with AI

Betonsky N.

February 17, 2025

Apple and Alibaba revolutionize iPhones in China

iPhones in China with AI

To strengthen its foothold in the Chinese market, Apple Inc. has teamed up with Alibaba Group Holding Ltd. to integrate cutting-edge artificial intelligence (AI) features into iPhones sold in China.

This collaboration is a strategic effort to help Apple compete more effectively against local smartphone giants like Huawei, Xiaomi, and Vivo while also addressing its recent sales slump in the region. For Chinese consumers, this could mean smarter, more personalized iPhones tailored to their needs.

At the heart of this alliance is integrating Alibaba’s advanced AI technology into Apple’s devices, specifically designed for the Chinese market.

Alibaba’s Chairman, Joe Tsai, confirmed the partnership, noting, “Apple has been very selective. They talked to several companies in China and ultimately decided to do business with us.”

This decision came after Apple evaluated multiple potential partners, including Baidu, Tencent, ByteDance, and DeepSeek. Alibaba’s robust AI infrastructure and its vast repository of user data ultimately made it the preferred choice.

For Apple, this partnership is a calculated step to regain its competitive edge in China, where it has faced declining sales and increasing pressure from local brands.

In 2024, Apple lost its crown as the top smartphone vendor in China, with revenues in Greater China dropping by 11% to $18.5 billion.

By incorporating Alibaba’s AI capabilities, Apple hopes to offer features that resonate more deeply with Chinese consumers, such as enhanced language processing, smarter voice assistants, and AI-driven camera enhancements tailored to local preferences.

Market Response

The announcement of the partnership has already sparked optimism among investors. Alibaba’s stock saw a significant boost, climbing by 5.20 to124.73 in the latest trading session.

This surge reflects the market’s confidence in the potential of this collaboration to drive growth for both companies.

For Alibaba, the deal validates its AI expertise and positions it as a key player in the global tech ecosystem.

For Chinese consumers, this partnership could mean a more personalized and intuitive iPhone experience.

Imagine a voice assistant that understands regional dialects, a camera that optimizes settings for local lighting conditions, or AI-driven apps that seamlessly integrate with popular Chinese platforms like Taobao and WeChat.

These enhancements could make iPhones more appealing to a market with a strong preference for homegrown brands.

However, the success of these features will depend on how well they align with the preferences and behaviors of Chinese users. Apple and Alibaba will need to ensure that the AI integration feels natural and adds real value to the user experience.

For instance, Alibaba’s AI chatbot service, Qwen, could be integrated into Siri to provide more localized and context-aware responses.

Navigating a Tough Market

While the partnership is a promising step, analysts caution that it may not be enough to reverse Apple’s fortunes in China dramatically.

The smartphone market in the region is fiercely competitive, with local brands offering high-quality devices at lower prices. Additionally, Chinese consumers are becoming more cautious with spending, and brand loyalty to domestic companies remains strong.

Regulatory hurdles could also pose challenges. Both companies must navigate China’s strict data privacy and security laws to ensure that the AI features comply with local regulations. Moreover, the integration of AI into iPhones must be seamless and bug-free to avoid alienating users.

Broader Implications

For Apple, this partnership is about more than just boosting iPhone sales. It’s a strategic move to deepen its ties with the Chinese market and demonstrate its commitment to innovation.

By leveraging Alibaba’s AI expertise, Apple can offer a more localized product that appeals to Chinese consumers, potentially paving the way for future collaborations in other areas.

For Alibaba, the deal is a significant endorsement of its AI capabilities. It enhances the company’s reputation as a leader in AI and opens doors for future partnerships with other global tech giants.

The collaboration with Apple could be a blueprint for how Alibaba’s AI technology can be integrated into other consumer electronics and services.

While the Apple-Alibaba partnership holds great promise, its success will ultimately depend on execution. Both companies will need to work closely to ensure that the AI features are seamlessly integrated into iPhones and deliver tangible benefits to users.

Consumer reception will be critical, as will the ability to navigate the complexities of the Chinese market.

In summary, this partnership represents a significant step forward for both Apple and Alibaba. By combining Apple’s hardware expertise with Alibaba’s AI prowess, the two companies aim to create a more compelling iPhone experience for Chinese consumers.

While challenges remain, the collaboration underscores the importance of innovation and localization in today’s competitive tech landscape.

TikTok Returns to U.S. App Stores

Betonsky N.

February 14, 2025

After a brief disappearance, TikTok is back on Apple’s App Store and Google Play Store in the U.S. But this rollercoaster ride isn’t over yet. The app’s return comes amid ongoing debates about its Chinese ownership, data privacy, and what it all means for its millions of users. Let’s break down .

TikTok’s removal stemmed from concerns about its parent company, ByteDance, which is based in China. U.S. lawmakers worried that user data could end up in the hands of the Chinese government, posing a national security risk. This led to legislation that threatened to ban TikTok unless ByteDance sold its U.S. operations.

The removal was meant to push ByteDance into action, but it also sparked a wave of backlash. Creators, users, and even digital rights advocates spoke out, questioning whether banning TikTok was the right move or even constitutional.

How Did TikTok Make Its Comeback?

The app’s return was made possible after U.S. Attorney General Pam Bondi assured Apple and Google they wouldn’t face penalties for hosting TikTok. At the same time, President Trump signed an executive order delaying the ban, giving ByteDance 75 days to figure things out.

For now, TikTok is back, but its future is still up in the air. The government is expected to keep negotiating with ByteDance to address security concerns while keeping the app accessible to its 150 million U.S. users.

While the app is back on your phone, the drama isn’t over. Here are a few possible outcomes:

A Sale to a U.S. Company: ByteDance might have to sell TikTok’s U.S. operations to an American company, which could keep the app running but under new ownership.

Stricter Government Oversight: TikTok could stay under ByteDance but operate under tighter U.S. regulations to ensure user data stays secure.

More Legal Battles: If negotiations fall apart, lawmakers could push for another ban, leading to more court fights and public debates.

TikTok is a hub for creativity, connection, and even commerce. For creators, small businesses, and everyday users, TikTok has become a vital part of digital life. A ban or major changes could disrupt everything from influencer marketing to how we discover new products and ideas.

TikTok’s return is a win for its fans, but it also shines a light on the bigger issues at play: the intersection of technology, politics, and global power. Whether TikTok stays as it is or undergoes a major transformation, its story is far from over.

TikTok Shop to Launch in Mexico

Betonsky N.

February 13, 2025

TikTok Shop is set to officially launch in Mexico this month, marking its debut in the Latin American market.

The company began inviting local merchants to set up their stores on the platform in January, with transactions scheduled to commence in February 2025. This timeline reflects TikTok’s rapid expansion strategy following successful rollouts in the U.S., U.K., and Southeast Asia.

This launch is a significant milestone as Mexico becomes the first Latin American country to host TikTok Shop.

The move aligns with TikTok’s goal of replicating the success of its sister app, Douyin, in China, where live shopping has flourished. ByteDance, TikTok’s parent company, is strategically positioning itself to capture the growing social commerce trend in Mexico, leveraging the platform’s massive user base.

Opportunities for Local Merchants

To attract local businesses, TikTok offers an enticing incentive: a 90-day commission-free period for new merchants. This initiative aims to lower the entry barrier and encourage widespread participation.

While most product categories are welcome, certain items like jewelry, healthcare products, and maternity/baby goods will face restrictions, likely to ensure product safety and compliance with platform standards.

Orca, a social commerce company that pioneered product sales on TikTok Shop in the U.S., is expanding its operations into Mexico in anticipation of the platform’s launch.

Co-founders Max Benator and Lauren Stevens have expressed strong confidence in TikTok Shop’s potential, citing its effectiveness for marketers, brands, creators, and sellers. Their expertise will likely play a pivotal role in helping Mexican businesses adapt to this new e-commerce model.

TikTok Shop’s expansion into Mexico comes on the heels of impressive growth in other markets. The platform saw over $100 million in single-day sales during Black Friday and experienced a 165% year-over-year increase in shoppers.

Despite facing challenges in Europe and the U.S., these numbers show TikTok Shop’s resilience and potential.

Interestingly, this expansion also appears to be part of ByteDance’s strategy to diversify its market presence amid increasing regulatory pressures in the U.S.

As discussions around potential bans or forced divestitures of TikTok continue, expanding into Latin America helps mitigate risks by reducing reliance on U.S. revenue streams.

Ultimately, TikTok Shop’s entry into Mexico represents more than just another e-commerce platform; it’s a fusion of entertainment and shopping that taps into the evolving consumer behavior driven by short-form video content.

This innovative approach offers exciting opportunities for both merchants and consumers, potentially reshaping the social commerce landscape in Latin America.

Valentine’s Day on Snapchat: How Brands Can Connect with Audiences Through Creative Campaigns

Betonsky N.

February 12, 2025

Valentine’s Day isn’t just about roses and chocolates it’s a golden opportunity for brands to connect with their audiences in meaningful and engaging ways.

It’s that time of year when people share love, create memories, and seek unique experiences. Based on insights provided by Snapchat, brands can explore creative strategies to engage with their audience during this love-filled season.

With its highly interactive and visually driven platform, Snapchat offers tools and features that help brands stand out during this romantic season.

From fun augmented reality (AR) lenses to seamless shoppable ads, Snapchat provides creative ways for businesses to capture the hearts of their customers.

Snapchat for Valentine’s Day

Snapchat is all about connection, creativity, and fun qualities that align with the spirit of Valentine’s Day. According to Snapchat, with over 750 million monthly active users, the platform reaches a young, engaged audience that loves to share special moments with friends and family.

The platform’s focus on visual storytelling and AR makes it an ideal space for brands to create immersive and interactive experiences.

Plus, Valentine’s Day is a key shopping season, with billions spent on gifts, dining, and experiences. Snapchat’s tools can help brands drive awareness, spark engagement, and boost sales during this festive time.

Creative Campaign Ideas for Valentine’s Day

Snapchat suggests using AR lenses as one of the most fun and effective ways to engage users. These lenses let users transform their selfies with playful, interactive effects perfect for Valentine’s Day.

For example, a flower delivery service could design a lens where users can “hold” a virtual bouquet, or a jewelry brand could offer a lens that lets people “try on” sparkling rings or necklaces. These experiences entertain users while subtly promoting products.

Another feature highlighted by Snapchat is shoppable ads, which make it easy for users to discover and buy products without leaving the app.

Brands can showcase Valentine’s Day gifts like chocolates, perfumes, or personalized items with direct links to purchase. Brides can drive conversions during the holiday rush by combining eye-catching visuals with a smooth shopping experience.

Snapchat’s Story Ads and filters allow brands to share their Valentine’s Day stories.

A cozy restaurant could create a filter for couples to showcase their romantic dinners, while a fashion brand could use Story Ads to highlight a Valentine’s collection. These tools help brands build awareness and connect with users in a fun, relatable way.

Partnering with Snapchat influencers is another strategy recommended by the platform. Influencers create authentic content featuring Valentine’s Day gifts, date ideas, or romantic experiences, inspiring their followers to engage with the brand. This approach works well for lifestyle, beauty, and food brands looking to create buzz.

Brands Winning on Snapchat

Based on Snapchat’s examples, several brands have successfully executed Valentine’s Day campaigns. For instance, 1-800-Flowers used AR lenses to let users send virtual bouquets to loved ones, boosting engagement and sales.

Kylie Cosmetics promoted its Valentine’s collection through shoppable ads and influencer collaborations, driving impressive sales. Starbucks created a custom filter for people to share their Valentine’s coffee moments, enhancing brand visibility and customer loyalty.

These cases demonstrate how creativity and strategic use of Snapchat’s tools can deliver measurable results.

Tips for a Successful Valentine’s Day Campaign on Snapchat

According to Snapchat, starting early is key. Planning allows brands to create unique campaigns and build excitement before the big day. Campaigns that evoke emotion through heartfelt messages, romantic visuals, or interactive experiences tend to resonate more with audiences.

Snapchat also recommends leveraging its analytics tools to gain insights into audience behavior and campaign performance, enabling brands to optimize their real-time strategies.

Additionally, making campaigns shareable is crucial. Snapchat is built for sharing, and content like AR lenses or geofilters that encourage user-generated content can spread organically.

Valentine’s Day on Snapchat allows brands to connect with audiences creatively and meaningfully.

Based on Snapchat’s insights, brands can use AR lenses, shoppable ads, Story Ads, and influencer collaborations to create memorable campaigns that drive awareness, engagement, and sales.

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About Logie

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.

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Tips for a Successful Valentine’s Day Campaign on Snapchat

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