Marketing Trend Tracker - Series 6

January 22, 2024

Welcome back to this month’s Trend Tracker, the series that keeps you up to date with the freshest trends and shifts in the marketing world.


TikTok has transcended its role as a platform for entertainment and viral dance trends, making waves as an emerging search engine, especially among younger generations. A study conducted by Adobe, which surveyed over 800 consumers and 250 business owners, has shed light on the impact of TikTok as a search tool for both consumers and businesses. As TikTok continues to redefine digital discovery, another highly anticipated event approaches - the Super Bowl. With Super Bowl LVIII just around the corner on February 11th in Las Vegas, it's the perfect time to explore the powerful business dynamics behind Super Bowl advertising and delve into some intriguing developments for this year's event. So, let's dive in and discover how both TikTok and the Super Bowl are shaping the landscape of modern marketing and captivating audiences in unique ways.

Consumers Embrace TikTok as a Search Engine


The Adobe study reveals that TikTok has gained popularity as a search engine, especially among younger demographics. Astonishingly, over 2 in 5 Americans now use TikTok as a search engine. The study also found that 1 in 10 members of Gen Z rely on TikTok more than traditional search engines like Google. When it comes to the types of content searched for on TikTok, four categories emerged as the top choices. New recipes topped the list at 36%, followed closely by new music at 35%. DIY tips and fashion advice rounded out the top four categories, with 34% and 30% respectively.


The reasons behind TikTok's popularity as a search engine are multifaceted. Consumers appreciate the platform's short-form video format, which allows for quick and easy consumption of information. The storytelling aspect of TikTok content also appeals to users, with 34% citing it as a reason for using the platform as a search tool. Additionally, personalized content and the ability to stay up-to-date on current topics were mentioned by 31% and 29% of respondents respectively. Video tutorials, in particular, have gained immense popularity on TikTok, with 62% of users preferring them over other types of content.

Businesses Harness the Power of TikTok


The Adobe study also shed light on the growing presence of businesses on TikTok. Over half of business owners surveyed (54%) reported using TikTok to promote their products and services, averaging nine posts per month. Additionally, 1 in 4 small business owners leveraged TikTok influencers for product sales or promotions.


Despite the opportunities TikTok presents for businesses, there are challenges to navigate. Many business owners struggle with converting engagement into sales, indicating the significance of effective marketing strategies. Similarly, increasing follower count and engagement rate are common hurdles. Other challenges include time constraints and limited resources for producing high-quality videos. Additionally, businesses understand the need to create content that resonates with a wider demographic beyond Gen Z to expand their customer base. 


When it comes to the types of content that businesses invest in on TikTok, creative content related to their products led the way at 43%. Product or service reviews and video tutorials followed closely at 36% and 35% respectively. Personal anecdotes and leveraging trending challenges or memes were also mentioned by 29% and 25% of businesses as content strategies.

The Future of TikTok as a Search Engine


As more consumers and businesses recognize the potential of TikTok as a search engine and marketing platform, its influence is assured to grow. The ability to deliver information through short-form videos, coupled with its storytelling aspect and personalized content, make TikTok an attractive destination for digital discovery. For businesses, understanding the challenges and opportunities associated with TikTok is crucial for success. Converting engagement into sales and expanding reach beyond Gen Z are areas that require careful navigation. By investing in creative content, product reviews, and video tutorials, businesses can effectively showcase their products and services to a growing audience.


TikTok's evolution into a search engine has transformed the digital landscape, providing a new frontier for consumers and businesses alike. As technology continues to shape the way we search for information, TikTok's rise as a search engine demonstrates the ever-changing nature of digital discovery.


Super Bowl Success


By August, CBS Sports had already achieved a tremendous feat - nearly selling out 90% of their available inventory for the upcoming Super Bowl. Furthermore, they had successfully sold out 85% of their available inventory for regular season games. These impressive numbers indicate the high demand for advertising slots during this monumental event.


Variety reported that CBS was seeking a staggering $6.5 million to $7 million for a 30-second commercial during the Super Bowl, with some slots in the previous year's Super Bowl selling for over $7 million. This significant investment corroborates the value that companies see in reaching the enormous Super Bowl audience. Fox, the previous host of the Super Bowl, experienced immense success, generating approximately $600 million in ad revenue and breaking viewership records. In fact, Super Bowl LVII set a new viewership record, attracting an average of 115.1 million viewers and becoming the most-viewed Super Bowl in television history.

Ushering in Apple Music


In just its second year presenting the halftime show, Apple Music has already cemented its status as a major player in the Super Bowl advertising game. After striking a deal to replace Pepsi in 2023, Apple Music committed to paying a staggering $50 million over a 5-year span to become the official sponsor of the halftime show. Now known as the 'Apple Music Super Bowl Halftime Show,' their inaugural year featured the iconic artist Rihanna, delivering the most-watched halftime show in Super Bowl history. The performance not only captivated millions of viewers but also provided Apple Music with an astounding $21.5 million in brand exposure. This year, the highly acclaimed Usher is set to take the stage, raising anticipation for another unforgettable performance from Apple Music.


Rise of Alternative Broadcasts


In an unprecedented move, Nickelodeon will be providing an alternative broadcast of the Super Bowl geared toward kids and families. Advertisers who purchased Super Bowl inventory will have access to both feeds, presenting a unique opportunity to target different audiences. However, opinions on the effectiveness of alternative broadcasts vary among marketers. This alternative broadcast poses a challenge for advertisers, particularly those with ads for beer and gambling which are not appropriate for children. This issue requires advertisers to either pay for a wasted ad slot or invest more to create different creative for the alternative broadcast. 


At SparkShoppe, we're experts at staying one step ahead in the dynamic world of digital marketing. Don't get left behind - connect with us today and let us show you how to make an impact in the digital realm!

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    Retail media networks enable highly targeted advertising. Retailers have access to a wealth of data about their customers' shopping habits, preferences, and demographics. This data allows advertisers to create highly targeted and personalized campaigns, increasing the likelihood of reaching the right audience.

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  • Monetization Opportunity


    Retailers can monetize their online platforms by selling advertising space to manufacturers and brands. This additional revenue stream can help grocers offset costs and improve profitability.

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  • Enhanced Shopper Experience


    Advertisements on a retail media network can be designed to enhance the overall shopper experience. Relevant and engaging ads can provide useful information, highlight promotions, and offer personalized recommendations, creating a more positive shopping experience.

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    Manufacturers and brands can gain valuable insights from the data generated through retail media networks. Analyzing customer behavior, ad performance, and other metrics can help them optimize their marketing strategies, refine product offerings, and make data-driven decisions.

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  • Cross-Promotions and Collaborations


    Retail media networks provide an opportunity for collaboration between retailers, manufacturers, and brands. Joint promotional campaigns and cross-selling initiatives can be implemented to benefit all parties involved.

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  • Measurable ROI


    Advertisers can track the performance of their campaigns in real-time. This level of visibility allows them to measure the return on investment (ROI) of their advertising efforts and adjust as needed to optimize results.

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    Retailers that effectively leverage a retail media network can gain a competitive advantage in the market. By offering a valuable platform for advertisers, retailers can attract more brands to their network and strengthen their position in the industry.

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  • Omni-Channel Marketing


    Retail media networks often span both online and offline channels, providing a seamless experience for customers across various touchpoints. This omni-channel approach can help advertisers create cohesive and integrated marketing campaigns.

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  • Adaptable and Flexible


    Retail media networks can adapt to changing market conditions and consumer preferences. Advertisers can quickly modify their campaigns to respond to trends, seasonal changes, or shifts in consumer behavior.

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  • Building Brand Loyalty


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SparkShoppe in collaboration with our retail and CPG partners has proven the power of a retail media network. The results are driven from the ability to provide targeted advertising, create additional revenue streams for retailers, enhance the shopper experience, offer valuable data insights, and foster collaboration between grocers and manufacturers. When utilized effectively, it can be a win-win for all stakeholders involved. Ignite your strategy today by connecting with us!

Breaking the Mold: How TikTok Changed Marketing

January 29, 2025
TikTok’s future might seem uncertain, with debates about potential bans looming. Yet, it’s impossible to overlook the undeniable impact this platform has had on the marketing world. TikTok has completely rewritten the rules of advertising, bringing short-form, engaging, and authentic content to the forefront. It has shattered the traditional mold of polished, scripted advertisements and introduced a new era of storytelling and connection. This isn’t just a fleeting trend. TikTok is a reflection of evolving consumer preferences, pushing brands to adapt or risk irrelevance. It forces marketers to rethink how they advertise and what it means to truly engage audiences. Here’s how TikTok has reshaped marketing strategies across the board.
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DeepSeek's Revolutionary Entry into the AI Landscape

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The Ongoing Battle for Net Neutrality

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The debate over Net Neutrality remains a critical issue, ensuring that Internet Service Providers (ISPs) treat all online data equally without prioritizing certain content or charging for premium access. Recent court rulings and the ongoing political discourse underscore the importance of legislative action to preserve an open and fair Internet, with significant implications for consumers, businesses, and innovation.
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The U.S. Looks to Ban TikTok in the New Year: What it Means for Marketers

December 13, 2024
TikTok has become a popular video-sharing app used by over 170 million Americans. Contrary to its popularity, a federal appeals court recently upheld a law targeting TikTok due to its ties to China, requiring the app to either divest from its Chinese parent company, ByteDance, or leave the U.S. market by Jan. 19, 2025.
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Digital Trends to Look for in 2025

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