Ayzenberg Junior Strategist Ashley Otah recounts this week’s trends including TikTok’s new feature tests, Spider-man spoiler avoidance and Megan Thee Stallion’s graduation.
Feature frenzy. TikTok is testing a desktop streaming software titled TikTok Live Studio to a select group. The streaming software allows users to stream to TikTok Live after login, akin to Twitch and other game streaming outlets. As users continue to crave essential attributes across different platforms, the testing of this feature highlights the benefit of having interfaces that allow users to utilize a single platform as a central hub. Previously, the act of cloning features or in-app experiences seemed more widespread. Still, TikTok’s ability to adjust accordingly as consumer habits change quickly further underscores that showing up uniquely as a brand natively is becoming necessary to cut through the noise.
Megan Thee Stallion
Thee graduate. Megan Jovon Ruth Pete, known professionally as Megan Thee Stallion, graduated from Texas Southern University on Saturday, December 11th. The Grammy-award winning rapper, songwriter, and now college graduate is schooling people on how to show up and show out. With a newly signed Netflix deal, among other accolades, there’s a reason she stays booked and busy. Celebrities, influencers, and partnerships don’t need to show up anyhow and everywhere. Instead, they must show up right. Companies, brands, and the like can better execute partnerships by having an accurate pulse on talent that is appropriately aligned and an eye for cultural moments that go beyond sales and marketing moments that the average consumer is not aware of.
Music madness. A crazy year for the music industry is coming to an end, with notable moments across the chart. With recorded music revenue growth in the U.S. up 27% and TikTok citing more than 175 songs that trended on the platform also charting on the Billboard’s Hot 100, the future of music looks bright. A standout hit this year was Nigerian singer-songwriter Ckay’s ‘love nwantiti (ah ah ah)’ which garnered over a million video creations on TikTok and ranked #2 on Billboard’s Global 200 list. The song’s success reaffirms that the cross-cultural impact of music is undeniable and should not be an afterthought.
Audio, but make it social. In a study by Erin J. Newman and Norbert Schwarz, people rated a physicist 19.3% better when listening to him in high quality. The effects of different audio qualities shift how people judge the content which creates a new crossroads. Balancing the delicate line between high-quality yet not overly-produced work that consumers are leaning away from is a feat more will face as audio-based social booms.
Spider-man: No Way Home
No spoilers and no way home. Spider-man: No Way Home hits theaters, and fans are avoiding spoilers at all costs. A video released from the movie’s Twitter account has amassed five million-plus views and instructs viewers to stop reading comments, mute keywords, and even stay off social media. The highly anticipated release and subsequent directions about making the experience special for everyone indicate how marketing can move beyond just building upon promotion and into a community space.