Instagram and TikTok are not so much splitting the market for creators as leading creators to split their time between the two.
| The rivalry between Instagram and TikTok for individual video creators’ allegiances has cooled into a Cold War phase. The platforms’ battle heated up this summer with Instagram launching a copycat product Reels and the U.S. government threatening to ban TikTok. But since then, Instagram Reels is still finding its feet, and the dust is still waiting to settle around TikTok’s future in the U.S. post-election. The primary reason that creators largely are not yet prioritizing Instagram over TikTok or vice versa is that, despite the growing similarities between the two platforms, they remain meaningfully distinct. Read more below. "Even though talent skyrocketed from TikTok, they’re really still moving back and forth” between Instagram and TikTok, said Chris Sawtelle, head of digital ventures at ICM Partners. For Digiday+ members, merging agencies like Grey and AKQA could look like a death knell for the traditional creative agency but industry analysts and insiders say it’s a necessary transformation. Digiday Research panel members get discounted Digiday+ memberships, regular chances to win Amazon gift cards and early access to exclusive research studies. Join for free today. For Reuters, like any other media company with an events business in the time of Covid-19, it was clear that a hybrid solution was needed for the future. Group Nine is the latest media company to create its own online marketplace and the publisher is sticking to the platform it knows best: mobile. Other things to know about Tomorrow: We're hosting an exclusive, closed-door roundtable where Digiday senior reporter Tim Peterson will be joined by TVision CEO, Yan Liu and Anheuser Busch’s head of media, Paolo Provinciali for a look at the state of attention metrics. Apply for an invitation here and keep an eye on your inbox to see if you qualify. Join this new virtual panel on November 19 at 3 p.m. ET to hear from Terence Scroope, vp of insights at Tremor Video and Unruly, as he explores how marketers can incorporate CTV and video into their seasonal budgets. Sponsored by Tremor Video. | | |
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howdy! | Sponsored by Criteo | | Privacy changes are ushering in a new era of adtech collaboration | | A new age of consumer privacy is forcing adtech to confront some painful truths, creating existential challenges for the entire industry. The value exchange between publishers and consumers — that advertising is how consumers “pay” for great content — has not been clearly communicated and is certainly not well understood. | | |
howdy! howdy! | Sponsored by Zeta Global | | Research: How marketers are targeting unique users in the post-cookies era | | As marketers increase their digital omnichannel spending, many are struggling to reach unique user IDs in the post cookies era. In this new report, learn how executives are working to overcome these challenges — from collecting real-time data to implementing cross-publisher IDs. | | |
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