The Power of TikTok and Stranger Things
Yesterday Stranger Things 4 became Netflix’s third most popular English language show with a record 286.8M hours viewed globally!
And whilst millions were video streaming the series, millions were also audio streaming Kate Bush’s 1985 hit Running Up That Hill, which without giving away any spoilers, is used at a key plot point in the supernatural drama this season.
On TikTok:
- #runningupthathill has +288M video views.
- #katebushrunningupthathill has +484K video views.
37 years after its initial release:
- Kate Bush has earned her first-ever US Top 10 hit.
- It’s currently the second-most played song globally on Spotify and Apple Music.
- In the UK charts’ midweek sales update, it has risen to No. 2 behind Harry Styles, to put it in strong contention for the No. 1 spot this Friday.
Can the power of social, Stranger Things and Kate Bush knock Harry off the No. 1 spot?
IG Platform Update – Pinned Posts Officially Rolled Out
First shared back in April, pinned profile posts are here for all brands and users!
Yesterday the new option launched app-wide, providing users, influencers and businesses with a new way to control their IG profile displays.
Up to 3 posts, photos or Reels, can be pinned to remain at the top of profile grids, giving businesses and creators more flexibility to express themselves on their profiles.
Both posts and Reels being able to be pinned will provide a range of creative considerations as to how businesses and influencers can maximise the appeal of their IG profile display for visitors and showcase their top content and posts within the IG profile display.
The Collab People Didn’t See Coming, But Are SO Here For
Dua Lipa and Emma Raducanu, global pop star, rising tennis sensation, Grammy winner, US Open Champion, their new connection – Evian Brand Ambassadors!
The new campaign, dropped just in time for Wimbledon and The US Open this summer, is positioned as a celebration of daring authenticity and being true to oneself. Check it out here.
IG Stats for Dua’s Feed so far:
- Video Views = +2.8M
- Likes = +622K
- Comments = +2.5K
IG Stats for Evian’s Feed so far:
- Video Views = +40.7K
- Likes = +3.9K
- Comments = +90
Hopefully, Emma also plans to share the post to her IG feed to increase the traction of the campaign even further across social and her mixed Gen Z and Millennial follower make-up.
Vogue also got exclusive BTS access, curating an Agree to Disagree TikTok interview with the pair, which since yesterday has generated +72K video views, +8K likes, +380 saves and +60 comments. Check it out here!
Global Brand Director Dawid Borowiec stated:
- “Bringing these two icons together for the first time perfectly represents Evian’s values, as both have such a passion for being authentic to themselves. This felt like the perfect moment to celebrate our two incredible ambassadors in a fun and energetic campaign.”
TikTok Launches Digital Avatars
TikTok’s Avatars are now available via the Effects panel in the camera view, and as you gesture and move, your Avatar will mimic your motion.
From the example below, you can place your custom Avatar as an overlay on your TikTok clips, with the feature providing a range of new creative use cases, with your digital character engaging with TikTok clips and remixes, or providing voice-over directions as a talking head.
The real emphasis is staying in touch with the next phase of digital connection, building Avatar tools which align with habitual usage shifts. Check out the full tutorial here.
Will brands use this new feature and tool to create a face for ‘The Admin’?