The Engagement Rate

An industry bulletin for marketing pros.

Hey there! TikTok's latest test feature uses AI to make video content shoppable, aiming to transform viewer habits despite skepticism over its growing commercial focus.

Influencer & brand wins of the week 🏅

👚Asos makes a comeback 

The retailer is reviving its influencer program, which was paused back in 2020. Thirty-six "Asos Insiders" from various departments have been selected to curate fashion picks, share style tips, and appear on social media channels, aiming to reconnect with customers and highlight Asos as a fashion hub.

💗Murals for change

Vaseline's new "Mended Murals" campaign combines art and purpose, using street art restoration in underrepresented communities to highlight skin health care disparities and provide access to resources for people of color through QR codes on the restored murals. Vaseline will also donate $250,000 to local charitable health clinics in U.S. cities where murals are restored.

^{Sponsored by Sprout Social}

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Visa's pivot to the creator economy

Visa reallocates its $1.3 billion marketing budget towards the creator economy, transitioning from traditional media to digital platforms to better engage modern audiences.

Investment in creators: Leveraging a significant part of its $1.3 billion marketing budget, Visa is not just chasing trends but investing in over 500 creators. This collaboration aims to produce content that adds real value to consumers' lives, moving beyond mere advertisements to meaningful storytelling.

Among its initiatives, Visa launched the "GetP@id" video series. This project is designed to empower and educate aspiring creators on brand growth and monetization, offering practical insights into the creator economy.

Visa's strategy acknowledges the changing consumption patterns, where attention spans are perceived to be shorter, yet there's a hunger for quality content. Visa bets on longer video formats, aiming to capture and retain audience interest with compelling content.

Impact: This move signals Visa's commitment to staying relevant in the digital age by embracing the creator economy and redefining brand-consumer interactions.

Shift in media consumption sees gas stations as new influencer marketing avenue

Gas stations are the new hotspot for influencer ads, thanks to a fresh partnership between GSTV, a video network at gas pumps, and Influential, an influencer marketing giant. They're planning to splash creator-powered ads across 29,000 gas pump screens, targeting a whopping 115 million viewers each month. This move is all about breaking the influencer marketing mold, taking the action beyond the 'gram and into the real world, right where people fill up their tanks.

The strategy? Leverage the vast reach of GSTV's screens and Influential's 3.5 million content creators to pepper daily errands with a bit of influencer magic. This isn't just about pushing boundaries; it's a full-blown strategy shift to mesh the digital and physical ad spaces. Marketers are vibing with this, redirecting their spends to catch consumers' eyes at every turn—literally.

With influencers now becoming a part of the scenery at gas stations, it's clear that social media is just the starting point. This partnership is set to give creators a massive boost, plastering their content across the U.S. and tapping into the daily routines of millions. It's a bold move to keep ads fresh, relevant, and woven into the fabric of everyday life.

Roblox paves way for influencer marketing

Roblox is reshaping influencer marketing, much like Instagram did for connecting with the youth. The platform is now a hotspot for brands to dive into the metaverse with "pop-up" experiences in existing Roblox worlds. These temporary ventures range from branded mini-games to themed challenges, hooking Gen Z players where they hang out.

2023 saw a spike in such brand integrations, underscoring a shift towards more immersive advertising. By plugging into the built-in audiences of popular Roblox experiences, brands lower their entry barriers and tap directly into the Gen Z demographic. Roblox leads the pack, even outpacing other metaverse giants like Fortnite and Decentraland, in becoming the go-to for digital brand activations.

This partnership is a win-win: developers pocket extra revenue, and brands score visibility among the vast Roblox community. However, the real game for brands lies in mastering the platform's unique culture and measuring the impact of their metaverse marketing moves. With the metaverse expanding and VR tech advancing, immersive brand storytelling in Roblox is just getting started, promising to remain a prime strategy for engaging with its ever-active audience.

What we’re reading

• Glossier’s CEO charts next chapter of growth - (The Information)

• TikTok Shop listings are surfacing on Google Shopping - (Modern Retail)

• How are marketers incorporating generative AI? - (SMT)

• Data: UK marketers face AI skills crisis - (MMM)