Marketers search for the next big social app; Where is TikTok most at risk?

Plus: Google’s cookie replacement, Instagram links, and Snap’s demise [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis APRIL 19, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling An [AI-generated song]( not-quite featuring Drake and The Weeknd went viral over the weekend without the artists’ permission. The song racked up millions of listens across TikTok and Spotify before being removed, providing another scary example of internet users being unable to tell what’s “real.” But the song also evidences how AI is a gimmick in art. “Soon, some artist will release a single they’ll say is ‘AI generated’ to get people to notice their human generated song,” [tweeted tech writer Alex Kantrowitz](. Was this email forwarded to you? Sign up [here](. TOP STORY [Why marketers are on the hunt for the next TikTok]( Marketers are on the prowl for the next big social media platform. They’re eyeing names like BeReal, Lemon8, and Zigazoo, but so far, no platform has gained users the way TikTok did. “Understanding why certain apps surge and why some ultimately fizzle is vital to keep up with changing social user trends and behaviors,” said our analyst Jasmine Enberg. We took a closer look at what marketers are watching. [Keep reading]( NEWS AND VIEWS [Google’s cookie replacement still has a ways to go]( Our view: Google’s study found conversions per dollar decreased by 1% to 3%, which isn’t bad but also isn’t an improvement. [Instagram takes on Linktree, others with support for up to 5 ‘links in bio’]( Our view: Brand and influencer accounts may soon connect directly to sites and products. That’s bad news for Linktree, but good news for brands that want to cut down on extra clicks to get users to the point of sale. [Snap following pattern ‘all social media apps seem doomed to repeat’]( Our view: Social platforms feel like they have a shelf life because all platforms become spaces for growth hacking, ad overload, and algorithmic clutter—which makes it feel like there really is space for a new platform right now, like our top story mentions. ANALYSIS [TikTok is facing scrutiny in many markets around the world]( In most countries, TikTok bans are currently limited to government devices. But global and international marketers who rely on TikTok need to be ready to pivot their strategies in case a broader US ban causes a ripple effect in other markets. Find out which markets are most at risk. [TikTok is facing scrutiny in many markets around the world]( [Keep reading]( THINGS TO KNOW 📺 [Netflix falls short of expectations, ‘a worrying sign’]( 🔑 [How to use ChatGPT for keyword research]( 📍 [How Pinterest plans to use AI to become a ‘digital bazaar’]( 🍏 [Apple’s new headset to feature gaming, fitness, collaboration tools]( 🤖 [Reddit to charge for API use, other sites may follow]( PODCAST [Behind the Numbers: Reimagining Retail]( Canadian and US brands—Why they succeed (or fail) in each other's markets. Tune in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [Follow us on Instagram.]( [Listen in]( THE BIG QUESTION Game on: Japanese-based company Sega is buying Rovio Entertainment. Which popular mobile game is Rovio Entertainment known for? A) Candy Crush B) Angry Birds C) Pokémon Go D) Fruit Ninja [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](