Lessons from Ryan Reynolds’ AI-written ad; TikTok revamps creator fund

Plus: Gen Z is the social video generation, and TikTok is its platform [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis FEBRUARY 14, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling It’s Valentine’s Day! If candy hearts aren’t hitting the spot today, worry not: Hidden Valley still sells customized Valentine’s Day-themed [ranch bottles](. The dressing pairs perfectly with Tyson Foods’ [Nuggets of Love]( to soothe all your heart-shaped cravings. TOP STORY [What marketers can learn from Mint Mobile’s ChatGPT-written ad]( From winning “an insane amount of PR coverage” to being nimble enough to strike at the peak of buzz, Aron North, Mint Mobile’s CMO, shares how the ad that had everyone talking came about and what other marketers can learn from his experience. [Keep reading]( NEWS AND VIEWS [TikTok to paywall some content, revamp creator fund]( Our view: Many creators are already upset about low ad-sharing returns. A subscription model could smooth over some of those concerns, or it could compound them as TikTok takes yet another cut of creator-generated revenues. [Spotify’s cuts ‘triggered a podcast winter,’ but others still see returns]( Our view: Spotify has made several missteps, but people won’t stop listening to podcasts just because Spotify has made cuts. The company needs to determine its next moves (beyond holding onto Joe Rogan as tight as it can) to avoid losing share to Amazon and Apple. [Brands are hiring TikTok-savvy ‘college creators’]( Our view: The idea that social media marketing should be relegated to interns hasn’t changed, but the platform where creation is happening has. The pivot to video has young people acting almost like TV producers to keep consumers entertained. INDUSTRY VIEWS [Accelerate conversions by flipping the sales funnel]( By putting conversion at the front of a marketing strategy, brands can scale quickly and sustainably. Learn how to leverage the opportunity marketers have today by modernizing the sales funnel. This article was sponsored by The Shipyard. [Accelerate conversions by flipping the sales funnel | Sponsored Content]( [Keep reading]( ANALYSIS [Gen Z is the social video generation, and TikTok is its platform]( TikTok still trails some incumbents’ penetration rates of US teen users, but it crushes the competition in terms of time spent among 16- to 25-year-olds. [Gen Z is the social video generation, and TikTok is its platform ]( [Keep reading]( THINGS TO KNOW 🥗 [News publishers are wary of the Bing chatbot’s media diet]( 🚗 [Uber signs cloud deals with Google and Oracle]( 🏈 [YouTube TV subscribers will get a discount on NFL Sunday Ticket]( 🐦 [Twitter is stumbling. Some ex-employees are launching rivals]( ❌ [Banning TikTok in the US ‘should be looked at,’ says Schumer]( 🐺 [MrBeast sponsors can reach a Super Bowl-sized audience for less]( PODCAST [Behind the Numbers: The Daily]( Amazon’s recently mixed performance, Pinterest's shoppable video, and malls refuse to go away. Tune in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by Tinuiti. [Listen in]( THE BIG QUESTION Eat your heart out: What’s Gen Z’s favorite food? A) Pizza B) Chicken C) Pasta D) Burgers E) Sushi [Get the answer]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2023 Insider Intelligence, 11 Times Square, New York, NY 10036 [LiveIntent Logo]( [AdChoices Logo](