True Opulence

TikTok Shop: The Catalyst for Social Commerce’s Comeback or a Passing Trend? With TikTok Shop surpassing $1 billion in monthly sales since July, it seems social commerce may be on the verge of resurgence. Brands like Dude Wipes and The Ordinary are re-evaluating their strategies to leverage TikTok’s in-app shopping feature, while marketers have moved budget from experimental funds to performance marketing—a signal of confidence in the platform’s potential. TikTok’s Winning Formula for Social Commerce Unlike previous attempts by platforms like Instagram and Amazon, TikTok Shop offers a seamless shopping experience. Users can discover, engage, and purchase products without leaving the app, making it the closest digital reincarnation of QVC-style shopping yet. “It’s creating awareness and conversion all at once,” says Michelle Baumann of VML. The embedded shopping feature, combined with influencer-driven content, makes it ideal for impulse purchases. Potential Roadblocks: TikTok Ban & Platform Saturation While enthusiasm for TikTok Shop is strong, some brands remain cautious due to the looming potential of a U.S. TikTok ban. Another concern: oversaturation. If every video becomes shoppable, it could alienate users who come to TikTok for entertainment, not ads. The pressure to keep commerce and community balanced may ultimately shape TikTok Shop’s success. A Slow but Steady Path to Mass Adoption Some experts remain skeptical, noting past struggles for social commerce to gain traction in the U.S. Eric Olson of Empower Media points out that conversions on Meta’s social shopping platform have been significantly lower than on traditional websites. However, he believes that TikTok’s ability to streamline the path to purchase has boosted its appeal as a viable revenue source. For now, TikTok Shop has positioned itself as the leader in the social commerce space, but whether it can sustain momentum or spark broader industry adoption remains uncertain. As Baumann says, “Right now, it’s just a TikTok thing… other platforms are just further behind." TRUEOPULENCE.com

How to Incorporate Experiential Marketing into Your Holiday Strategy for 2024 Experiential marketing (XM) isn’t just a flashy trend—it’s a way to create memorable, immersive moments that resonate with your audience long after the event ends. With the holidays around the corner, now is the perfect time to embrace it and create impactful experiences that take your brand to the next level. Here are five tips for integrating experiential marketing into your strategy and making the most of holiday events this year. 1. Start With a Story Every experience should be built around a compelling story that reflects your brand's identity. Think about what message you want to convey and the emotions you want to evoke. Use frameworks like the Hero’s Journey to shape your brand’s narrative, making it easy for people to connect with your mission on a personal level. 2. Put Emotion First Emotion drives memories, so make this the core of your experiential strategy. Focus on creating feelings of joy, nostalgia, or wonder—emotions that are particularly meaningful during the holiday season. It’s not about pushing product features; it’s about creating moments that leave a lasting impact. Remember Coca-Cola’s “Share A Coke” campaign? That’s the power of emotion. 3. Support Engagement with Technology Leverage VR, AR, or other tech to create immersive, interactive experiences. A holiday-themed VR activity or AR scavenger hunt, for example, can make your brand stand out while offering a fun, engaging experience. Technology can elevate XM by adding an extra layer of excitement, making attendees more likely to share their experiences with others. 4. Personalize the Experience Personalization shows attendees that your brand truly values them. Use data on preferences and behaviors to offer tailored experiences, such as customized holiday demos or personalized swag. It’s a powerful way to make each interaction memorable, particularly during the holidays when people are looking for that special, emotional touch. 5. Measure the Impact Tracking metrics like attendance, engagement, social media shares, and conversions is essential for proving XM’s value. Collect qualitative data as well by gathering feedback from attendees. Their insights can help you understand the emotional impact of your events and refine your strategies for future campaigns. Building Lasting Connections Through XM Incorporating XM into your marketing doesn’t require a big budget—just creativity and a strategic approach. As 2024’s holiday season approaches, think outside the box to create experiences that foster genuine connections. With XM, you have the opportunity to build brand loyalty, increase awareness, and leave a lasting impression on your audience. This holiday season, take your marketing to the next level by crafting unforgettable experiences that speak to the heart. TRUEOPULENCE.com

Content Marketing the Next Evolution of Influencer Marketing? The lines between content marketing and influencer marketing are blurring. As brands seek authentic connections with audiences, a hybrid approach that combines earned and paid influence through content marketing is redefining how influencer marketing operates. Earned vs. Paid Influence: Understanding the Dynamics Influencer marketing relies on two types of influence: A. Earned Influence comes from influencers who naturally endorse a brand, offering authentic, unfiltered content that resonates due to its genuine nature. B. Paid Influence involves sponsored endorsements, providing brands with control over messaging and reach but sometimes at the cost of perceived authenticity. Both have unique strengths, but when combined through content marketing, they offer a powerful blend of trust and scale. By transforming organic influencer content into paid digital assets, brands can look forward to: 1. Authenticity at Scale. Earned content retains its credibility when repurposed for paid ads, allowing brands to reach new audiences without sacrificing authenticity. 2. Broader Reach. By converting influencer content into digital assets, brands can extend the impact of their messaging beyond the influencer’s follower base. 3. Cost Efficiency. Repurposing existing content cuts down on production costs, optimizing ROI and expanding campaign budgets. 4. Extended Usability. Digital assets can be deployed across multiple platforms, increasing the content's life span and adaptability. Influencer marketing is evolving toward a unified approach where earned and paid influences merge within content marketing strategies. By repurposing authentic earned content for paid channels, brands can reach larger audiences with messages that resonate. Those who succeed will be the ones who embrace this unified strategy, combining authenticity and scale for maximum engagement and business results. Recent examples include Red Bull's jaw-dropping campaign with pro BMX rider Dawid Godziek which has reached 100,000,000+ users in less than a month since release. TRUEOPULENCE.com

Falling Behind with Video Marketing? These Video Trends Can Get You Back on Top As online consumers demand more from brand interactions—like greater responsiveness, transparency, and value—the role of video marketing has surged. But simply producing videos isn’t enough to capture attention in today’s fast-paced digital landscape. Here’s a look at the latest video marketing trends that can elevate your strategy. 1. Live Videos The popularity of live videos took off during the COVID-19 pandemic as people sought virtual ways to connect. Now, they’ve become a mainstay for brands looking to engage audiences in real-time. Live videos are perfect for industries like events and entertainment, where behind-the-scenes peeks, event coverage, and live Q&As can generate excitement and anticipation. 2. Video Search Optimization SEO isn’t just for web pages; it’s crucial for videos too. Optimizing your video content with targeted keywords, clear titles, and relevant descriptions can increase your visibility across Google’s search results, including the video and Discover pages. Be sure to add engaging thumbnails and focus on topics that resonate with your audience to maximize impact. 3. Video Storytelling Storytelling gives your brand a “human” touch, creating emotional connections with your audience. Videos that showcase brand stories, product demos, tutorials, and behind-the-scenes content can engage viewers on a deeper level. According to a survey by Lemonlight, 94% of people say brand videos influence their purchasing decisions, making storytelling a powerful tool for building trust and driving sales. 4. AR and VR Elements Augmented reality (AR) and virtual reality (VR) are becoming more accessible for brands of all sizes. These tools offer immersive experiences that captivate viewers. For instance, fashion brands can use virtual try-on features, real estate companies can provide virtual tours, and event planners can showcase spaces for future events. AR and VR expand the possibilities for engaging your audience in innovative ways. 5. Interactive Video Elements Interactive videos encourage viewers to participate actively, whether it’s through quizzes, branching storylines, or clickable options. This format makes viewers feel like part of the story, leading to greater engagement. Plus, these interactions can provide valuable data about what drives your audience’s choices, which can inform your future campaigns. 6. Personalization Personalization has been a major marketing trend for years, but it’s now moving into video content. Tailoring videos to align with viewers’ past behaviors, interests, or purchase histories can make them feel uniquely valued. Personalization doesn’t have to be complex; even small adjustments can make a significant impact on viewer engagement. TRUEOPULENCE.com

Gen Z is Shopping More on Snapchat Than TikTok or Instagram, Study Shows Snapchat has emerged as a surprising leader in creator-driven shopping, according to a recent study by eMarketer. The report found that 85.6% of social shoppers who purchased on Snapchat were influenced by content from creators, outpacing both TikTok and Instagram. This marks Snapchat as the top platform for Gen Z shoppers when it comes to influencer-driven purchases. Gen Z, defined as individuals aged 15-26, is driving this trend, with a whopping 82% of respondents in this age group reporting that they bought something because of a creator’s influence. The study highlights that Gen Z is far more likely to be influenced by social media creators than older generations—only 18% of baby boomers and 40% of Gen X shoppers said the same. While TikTok and Instagram are often considered the go-to platforms for influencer marketing, Snapchat’s influence on Gen Z shoppers shows that the platform remains a powerful, yet often overlooked, player in the social commerce space. The study suggests that many Gen Z consumers are seeing creator content on Snapchat and making direct purchases as a result, making it a valuable platform for brands aiming to reach younger audiences. This shift underscores the importance of Snapchat for brands targeting Gen Z, as the platform continues to drive high engagement and conversion rates through creator content. TRUEOPULENCE.com

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Personalized Luxury: Building Lasting Loyalty In today’s luxury market, personalization is key to creating lasting brand loyalty. With the global luxury market reaching $1.6 trillion in 2023, brands must adapt to shifting consumer habits and economic challenges, such as the 8% decline in luxury spending in the Americas. To stay relevant, luxury brands need to foster deeper, personal connections with their customers. 1. Understand Your Audience Luxury brands must go beyond demographics and dig into customer preferences and behaviors. Using data, they can anticipate needs and deliver personalized experiences that resonate on a personal level, strengthening loyalty and brand engagement. 2. Differentiate the Experience Tailored services, exclusive events, and thoughtful communication make customers feel uniquely valued. Personalizing these touchpoints—without overstepping boundaries—cultivates a sense of belonging and trust that keeps customers coming back. 3. Create Memorable Moments Luxury brands can craft culture-driving moments that blend into their customers’ lifestyles. Porsche’s partnership with Delta, where select passengers were chauffeured in Porsches, is a prime example of creating unforgettable, brand-aligned experiences. By investing in technology and balancing personalization with privacy, luxury brands can turn one-time buyers into lifelong loyalists, setting a new standard for connection and excellence in the market. TRUEOPULENCE.com

Retail Media’s Growing Impact on Modern Marketing Retailers are at the heart of a marketing transformation as brands adapt to changing consumer behaviors. With 52% of shoppers switching to lower-cost brands, companies are turning to retailers for insights into their categories, media investments, and customer purchase habits. Retailers provide data that enables precise audience targeting, leading to more effective advertising. For example, Kroger’s studies showed that retail media could achieve the same sales impact as traditional programmatic ads with 51% fewer impressions and 40% higher lifetime value. Retail media is also driving connected TV (CTV) advertising, where precision targeting and high-quality viewing experiences create growth opportunities. Retailers bridge the gap between brand building and sales, with every $1 invested in retail ads generating $14 in total store sales. Additionally, retail media is fueling brand growth by identifying new customers. At Kroger, 75% of ad clicks came from shoppers new to the brand. Beyond boosting sales, retail media improves the broader media ecosystem, reducing waste and lowering the carbon footprint of digital ads by 37%. Retail media’s ability to leverage insights from shopper data is leading to smarter planning, more personalized experiences, and a more sustainable future for brands and consumers alike. TRUEOPULENCE.com

Influencer Marketing: A Must-Have Strategy for Brands in 2024 Influencer marketing is no longer a novelty—it’s a proven strategy that drives results. With 63% of shoppers saying they’re more likely to buy a product recommended by a trusted influencer, it’s clear that influencer marketing is here to stay. 86% of brands plan to invest in influencer marketing this year, according to Influencer Marketing Hub’s 2024 Benchmark Report. Who Are Influencers? Influencers range from movie stars and athletes to everyday people with a dedicated social following. They create content in niches like lifestyle, food, travel, and luxury. The key? They’re seen as experts in their fields, offering brands a way to reach highly engaged audiences. Influencers are grouped by their follower counts: Nano influencers (1K-10K followers): Great for small businesses with limited budgets. Micro influencers (10K-100K): Known for high engagement, ideal for niche audiences. Macro influencers (100K-1M): Best for brand awareness campaigns. Mega influencers (1M+): Ideal for large-scale product campaigns. Why Use Influencer Marketing? Influencers bring authenticity and trust. Their followers view their endorsements as recommendations from a friend. Plus, influencer marketing delivers incredible ROI—up to $5 for every $1 spent. With platforms like TikTok and Instagram dominating younger audiences, influencers help brands tap into new markets effectively. Keys to a Successful Partnership When choosing an influencer, brands should consider their niche, location, audience engagement, and brand alignment. The right influencer can extend your brand’s reach, build trust, and generate buzz. Real Results Priority Marketing, for example, has successfully partnered with influencers to boost brand visibility. From exclusive tastings to grand openings, these collaborations generate thousands of impressions and build excitement before doors even open. Ready to make influencer marketing work for your brand? Start by identifying your goals and target audience, then find an influencer who aligns with your vision. TRUEOPULENCE.com #socialmedia #influencer #advertising