It's Monday
TikTok in-app shopping is up 120%
New data shows U.S. shoppers are finally getting comfortable with TikTok Shop. Purchases inside the app are up 120% this year, and TikTok is doubling down on creator-led discovery to drive even more growth.
WhatsApp is adding ads — very carefully
After a decade of no ads, WhatsApp is slowly starting to monetize. But Meta’s learned from its 2021 privacy backlash and is being extra cautious.
Ads will only show up in the Updates tab (where users follow channels), not in inboxes or private chats. Targeting is minimal — just location, language, and channel follows.
Why it matters: Privacy expectations aren’t one-size-fits-all. What people accept on Instagram might feel intrusive on WhatsApp.
For brands: Think of WhatsApp like a walled garden. Your messaging needs to feel native, not forced. If it doesn’t look or feel useful, it won’t land.
🤝 Supported by Flowcode
Flowcode’s new 2025 Trend Report reveals how 100+ leading brands—from Disney to BMW—are shifting budgets offline to break through digital noise.
What’s inside:
QR codes that drive real conversions (like $1.8M in merch from one tour)
The rise of hyper-local activations
How top brands are capturing first-party data without cookies
Why “clickable TV” and OOH are the new performance channels
Plus: The campaigns that crushed it in 2024 and the playbook to win IRL in 2025.
Retailers want AI to shop for you — but shoppers aren’t ready
Amazon and Walmart are betting on agentic AI — tools that make purchases on your behalf, without your input. But the gap between tech and consumer trust is still wide.
Only 23% of U.S. adults say they’re comfortable giving personal data to AI tools, according to Forrester. People like convenience, but they don’t want to feel out of control.
For brands: Instead of jumping to full automation, start small. Use AI to reduce friction, not make decisions for the shopper. Features that support control — not replace it — will go further with customers.
At Cannes, creators got a seat at the strategy table
The big takeaway from Cannes Lions? The influencer model is evolving fast. Creators aren’t just content suppliers anymore — they’re becoming long-term business partners.
“Last year was the era of why,” said MediaLink’s Jonah Minton. “Now we’re in the how.”
Brands are working more directly with creators who understand their audiences on a deep level. It’s less about campaigns, more about collaboration — creative input, shared ownership, and long-term thinking.
For brands: Treat creators more like consultants than freelancers. That shift will unlock more authentic content and stronger long-term results.
Gen Z is picking Google over Amazon — and it’s not about price
New research shows 30% of Gen Z shoppers now start on Google when they already know what they want to buy — up from 21% last fall. Amazon’s share among this age group has dropped from 41% to 34%.
What’s happening: Younger shoppers aren’t just looking to buy, they’re researching. They want context, reviews, comparisons, and reassurance before spending. Google’s AI Overviews make that easier than ever.
For brands: Don’t just show up on Amazon. Show up across the internet — Reddit threads, product review sites, YouTube videos, and anywhere buyers are doing research.
Clicks are great. But what Gen Z really wants is confidence before they check out.
