TikTok surpasses Netflix for users under 35, Marketing and ChatGBT, Instagram’s 2023 trends report, what marketers can learn from Spotify Wrapped, and more.

Hitting the B2B marketing news headlines this week: TikTok surpasses Netflix for users under 35, Marketing and ChatGBT, Instagram’s 2023 trends report, what marketers can learn from Spotify Wrapped, plus more!

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TikTok Surpasses Netflix for Users Under 35

A recent report by research firm Omdia has revealed that TikTok has surpassed Netflix as the second-most popular video service for American users under the age of 35. TikTok has 138M active users in the US alone and an average screen time of 26 hours per month - which is equivalent to over six hours of screen time a week, or a few Netflix episodes.  While YouTube still holds onto the throne, for now, the explosion of TikTok in recent years shows that there’s no doubt that it’s heading for that number-one spot. Check out the survey here.

Should Marketers be wary or welcoming of ChatGPT?

If you work in marketing or tech, you’ve probably seen people going crazy for the AI chatbot ChatGPT, OpenAI’s most recent AI system. In just 5 days, the Chatbot reached more than a million users, inspiring amazed reactions from diehard techies to perpetual tech sceptics. It’s enabling remarkable use cases from writing sonnets and A-grade essays to being used as an intelligent search engine. And for marketing? It’s been shown to offer some cool applications, including providing keyword suggestions, writing meta descriptions, creating content plans, whipping up blog ideas, and heaps more. While the tool has far to go in terms of accuracy and quality, it’s hard not to take notice of the advancement of AI tools like this and the fact they are going to transform many industries, with marketing being one of them. Explore the tool here.

What Marketers Can Learn From The Successful Spotify Wrapped Campaign

Each and every December, Spotify users everywhere can’t wait to share their ‘Wrapped’ data far and wide. And those without Spotify can’t help but wish we had it if only to explore our own music habits. But just what makes this campaign so darn good? According to this Drum article, it’s all about getting personal, involving the reader, and using clever, witty copy. According to AMV BBDO creative partner Tim Riley, the success of this widely shared marketing campaign is down to the fact that “it talks to us about the thing we find most fascinating in the world – ourselves”. Adding to this is the value exchange users get.

The more the customer uses the product, the more they get to look forward to the Spotify Wrapped campaign. For more food for thought, read the full article.

Instagram Releases its Trend Predictions Report for 2023

Instagram has published a report highlighting the trends it predicts to rise in the coming year among Gen Z users. Based on usage insights, survey data, and more, the report could be useful in helping with your 2023 marketing strategy. Some of the key trend areas include: “Recycle, Reuse, Reconstruct,” “Taking Action,” “Climate and Expressive Beauty,” “Alt Takes On The Metaverse,” and “The Financial Renaissance.” Find the report here.

Blogs to share this week:

https://www.steelcroissant.com/blog/how-to-create-a-sales-enablement-strategy-to-improve-the-sales-process

https://www.steelcroissant.com/blog/2022-b2b-buyer-trends-bold-predictions-for-2023